THE EFFECTIVENESS OF ONLINE ADVERTISING ON CONSUMERS MIND

Purpose: The general objective of the study was to establish the effectiveness of online advertisement on consumer decision. The study was guided by the following objectives; To establish the effect of online advertisement tools on consumer decision, to determine effects of strategies used on online advertising and to establish barriers affecting online advertisement on consumer decision.

Methodology: A descriptive research design was used to describe variables. In addition, it is also used to determine frequency with which something occurs or relationship between variables. Further, correlation was done to identify relationship between dependent and independent variables. The target population for this study was 50 peoples from Mangalore premises.

Findings: The findings revealed that most respondents agreed that online advertising creates interest and brand awareness, and its activities have helped increase product and service awareness. The findings also show that utilization of online advert provide feedback which enhances product awareness. Most respondents also agreed that internet advertising is more efficient compared to other media channels and it was also more effective compared to other media channels. Analysis of the data also revealed that online advertisement create value for products by making them memorable and easily recognizable and social media marketing has had a significant impact towards building the name of the company and its products.

Paper type: Statistical Analysis.