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A Project Report On,

EFFCTIVENESS OF ON LINE ADVERTISEMENT IN CREATING COUNSUMER BUYING

BEHAVIOUR AMOUNG YOUTH

AProjectSubmittedto

UniversityofMumbaiforpartialcompletionofthedegreeof

MasterinCommerce

UndertheFacultyofCommerce
By

ATIQUE ALAMGIR HAJWANE

UndertheGuidanceof

Prof. Sumaiya Farooque Ansari

MangaonShikshanPrasarakMandal’s

D.G.TatkareMahavidyalay,Mangaon-Raigad
AtOldMangaonNearDistrict Court
Tal - Mangaon,Dist.-Raigad. 402104

MAY-2023
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CERTIFICATE

This is to certify that ATIQUE ALAMGIR HAJWANE has worked and duly
completed her/his Project Work for the degree of Master in Commerce under the
Faculty of Commerce in the subject of Comerce an dher/his project is entitled,
“EFFCTIVENESS OF ON LINE ADVERTISEMENTINCREATING’’. COUNSUMER
BUYING BEHAVIOUR AMOUNG YOUTHunder my supervision. I further certify that
the entire work has been done by the learner under my guidance and that no
part of it has been submitted previously for any Degree or Diploma of
anyUniversity.

It is her own work and facts reported by her personal findings and
investigations.

NameandSignature
Prof.SumaiyaAnsari

Dateofsubmission:
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DECLARATION BY LEARNER

I the undersigned ATIQUE ALAMGIR HAJWANE here by declared that the

workembodied in this project work titled “EFFCTIVENESS OF ON LINE
ADVERTISEMENT IN CREATING COUNSUMER BUYING BEHAVIOUR AMOUNG
YOUTH Formsmyowncontributiontotheresearchworkcarriedoutunderthe
guidance of prof. Sumaiya Ansariis
resultonmyownresearchworkandhasnotbeenpreviouslysubmittedtoanyotheru
niversity for any other degree to this or any other university.

Whereverreferencehasbeenmadetopreviousworkothersathasbeenclearly
indicatedassuchandincludedin thebibliography.

I, here by further declared that all information on this document has

beenobtained and other presented in accordance with academic rules and
ethicalconduct.

NameandSignatureofthelearner

Certifiedby

Prof. Sumaiya Ansari

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Acknowledgment

To list who all have helped me is difficult because they are so numerous and the
depth is so enormous.

I would like to acknowledge the following as being idealistic channels and

fresh dimensions in the completion of thisproject.

It ake this opportunity to thank the University of Mumbai for giving me

chance to do this project.

I would like to thank m y Principal ,Dr.B.M.Khamkar for providing the

necessary facilities required for completion of this project.

I take this opportunity to thank our CoordinatorProf.Swapnil Sakpal,for her

moral support and guidance.

I would also like to express my sincere gratitude to wards my project guide

Prof.SumaiyaAnsari whoseguidance and care made the project successful.

I would like to thank my CollegeLibrary,for having provided various reference

books and magazines related to my project.
Lastly,I would like to thank each and every person who directly or indirectly
helped me in the
Completion of the project especially my Parents and Peers whos upported me
throughout my project.s
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TABLE OF CONTENTS

SL NO: TITLE PAGE NO:

Chapter 1 INTRODUCTION
1.1 Introduction 7 TO 21
1.2 Statement of the problem 9
1.3 Objectives of the study 10
1.4 Significance of the study 10
1.5 Scope of the Study 12
1.6 Research methodology 12
1.7 Limitations of the study 12
1.8 Chapterisation 12
Chapter 2 REVIEW OF LITERATURE 22 TO 31
Chapter 3 THEORETICAL FRAMEWORK 32 TO 51
Chapter 4 DATA ANALYSIS AND INTERPRETATION 52 TO 82
Chapter 5 FINDINGS,SUGGESTIONS, CONCLUSION 73 TO 82
5.1 Findings 73 TO 82
5.2 Suggestions 73 TO 82
Conclusion
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CHAPTER1 INTRODUCTION
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CHAPTER – 1

INTRODUCTION

1.1 INTRODUCTON

Present 21st century is the advertising century. People in these days are governed by
advertisements. Advertisement is used for communicating business information to the
present as well as to prospective customers. The term advertising derived from the Latin
word “advertise” which means “to turn the attention”. Advertisement is a notice or
announcement in a public medium promoting a product, services or event. Advertisement is a
non personal and paid form of communication which has an identified sponsor. The real
purpose of advertisementis only to sell something. Advertisement changes the consumer’s
attitude towards the product.

In these days the most effective and efficient advertisements are online advertisements.
Online advertisement is also known as online marketing or web advertisement. Online
advertisement is very important in these days. As it is promotional marketing message to
consumers. Online advertisements are extremely helpful in increasing revenue and also in
spreading awareness about particular product. Online advertisement refers to advertising
through internet. Online advertisement is important because people spend most of their time
by using internet.

Online advertising is simply advertising that is done over the Internet. For those interested in
such a strategy, there are a number of options and some have found a way to advertise online
through things that do not appear in the traditional advertising media. While the effects of
online advertising are still being studied, it is a rapidly-growing segment of the advertising in
dollars. As more people turn to the Internet as a source for daily news, socialization and
communication, more advertising dollars are likely to be spent. In a period of five years,
from 2006 to 2010,
online advertising is increased from 6 per cent of all money spent for advertising to 12 per
cent or more.
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That could signify the beginning of a fundamental shift in how all advertising dollars are
spent. Digital advertising includes many of the techniques and practices contained within the
category of internet marketing with.

the internet becoming accessible by mobile phones now, the consuming class. Some
companies like Amazon and Dell created success stories through the usage of the internet in
marketing that it has made a large number of organizations motivated to harness the potential
of internet in distinctive because of its ability to be interactive and enables potential and
existing customer behavior.

On the consumer side, the internet has given consumers more control in accessing
information on products and services. There are several factors that contribute to consumers
pull for online content consumers are the one who decide when, where, what and how much
commercial content they wish to view. The internet enables consumers to access an unlimited
range of

products and services from companies around the world, and it has reduced the time and
effort they spend on shopping. The present study attempts to investigate the effectiveness of
online advertising in creating consumer buying behaviour among youth.

1.2 STATEMENT OF THE PROBLEM

The era of globalization has long demanded a paradigm shift an all areas one of which is the field
of marketing. With the high competition in the business world requires a company to be more
creative and have a competitive advantage compared to other companies in order to compete in
the global business. With the increased adoption of ad fission of the internet, World Wide Web is
becoming gradually a standard advertisement platform.

The web is offering business advertisements world with which media tool, interactive series and
global reach. Though the online activities has increased over the period of past five years,
netizens find e-shopping more convenient and time saving but there is a space for improvement
of delivery services and advertising the web products and services for long term success.
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In contrast to this web advertising creates negative and positive perceptions among the
consumers. It is interesting to study that where so much of research has been conducted
regarding future of online advertising and the consumer behaviour towards it,

less focused has been given to internet advertisements and their layouts that are carried on the
homepages of different websites. Though people enjoy looking at internet advertisements, it is
formativeness and utility for making behavioural purchasing decisions also plays a key role

1.3 OBJECTIVES OF THE STUDY

1. To measure the effectiveness of online advertising to generating buying consumer

behaviour towards youth
2.
3. To measure the effectiveness of online advertisement in socioeconomic variables in
generating consumer behaviour.
4.

3.To Identify the factors influencing most preferred by consumers.

1.4 SIGNIFICANCE OF THE STUDY

Advertisement on the internet is almost necessity for modern business especially those who do
business outside of their local community. The study may benefit marketers, businesses,
government and academicians. This study may be able to theorem marketers on the consumer
preference of the advertising media and whether using internet advertising would be effective in
reaching and increasing awareness of the target audience.
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This study is conducted to determine what factor will effect of online advertisement on
consumer buying behaviour among youth. This study is to identify the socioeconomic variable
which influence consumer behaviour and ascertain which type of online advertisement is
preferred to consumers. Before adapting marketing practices to the internet, it is imperative to
understand the characteristics of the online customer’s towards online advertising as would be
revealed by this study.

1.5 SCOPE OF THE STUDY

The studies mainly concentrated in AnandapuramVillage. The sample selected from the
population is 119, it includes males and females. The study belongs to the area of marketing
and it has been conducted on March 2021. The main intention behind the study is to find out
the effectiveness of online advertising in creating consumer buying behaviour among youth
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1.6 RESEARCH METHODOLOGY

This study is descriptive in nature primarily based on primary data. The data are collected
from consumers of online ad users by using a structured questionnaire. The Questionnaire
was sending to the respondents and collect the data in the Thrissur district there are 17 block
panchayath, while the researcher applied convenience sampling method for selection of
Block panchayath. Muriyadpanchayath has been selected to sampling area, again the
researcher select a ward number 11 out of 15 wards on convenience sampling method. The
samples were collected from the Muriyad Gramapanchayath in Thrissur
district.Questionnaires were send to 119 respondents of online advertising users mainly
concentrate on youth. The samples were collected through convenience sampling method.

1.6.1 SOURCES OF INFORMATION

The source of information to be collected on the basis of type of study. In this study
information is collected is mainly from two sources. Namely..

Primary source:
The data is collected through online structured questionnaire for selected respondents in
the district.

Secondary sources:

the secondary data required for the study are collected from published journals, articles,
websites etc.
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1.6.2 SAMPLING DESIGN

The samples were collected from the Muriyad Gramapanchayath in Thrissur district.
Questionnaires were sending to 119 respondents of online advertising users mainly
concentrate on youth. The samples were collected through convenience sampling method.

1.6.3 TOOLS FOR ANALYSIS

There are various statistical tools have been used for analysing the collected data to fulfil
the research objectives of the study. The collected data are processed using latest
scientific tools and techniques like Ms Excel, Ms Word, and SPSS etc.

1.7LIMITATIONS OF THE STUDY

 Some of the respondents were not at all co-operative

 The sample size is 119 which by any means cannot be the suitable representative of
the whole target population.

 The time allotted for the study was limited so detailed study was not conducted.

1.8 CHAPTERISATION

1. Introduction

2. Review of Literature

3. Theoretical Framework

4. Analysis and Interpretation

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5. Findings, suggestions and conclusion

The advertisement is an important channel that each advertiser uses to communicate his
product to consumers. A consumer is a person who has needs and wants to fulfill his
basic needs and it can extend to other life luxury wants. Consumers are the target of
advertisers every day through TVs, newspapers, radios, social media, etc.. Consumers are
always annoyed¹ of the advertisement but if it was personalized and related to their
current actual needs and wants, It would become a source of information for the
consumer rather than an annoying source.

That made advertisers study consumers' behavior. Advertisers started looking in each
detail of consumers’ journey in buying a product or a service so they can be able to find
when and how they should approach the consumers.

In this report, I will highlight what are the types of advertisement that an advertiser use
from the rationality of the advertisement point of view. I will show what is the decision-
making process of the consumer.

Based on that, I will clarify how advertisers can approach consumers during the different
phases of decision making based on rational and irrational advertisements. After that, I
will give a brief about the future of advertisement in the near future and will end up with
a conclusion about the general role of advertisement in a consumer's life.

CONSUMER DECISION-MAKING PROCESS

Studying consumers’ decision-making process² helps advertisers finding a way to

approach those consumers and how to influence their decision-making process.
Consumers pass by a process in their decision making as following:

Problem recognition

Information search
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Evaluation of Alternative

Purchase

Post-purchase satisfaction or dissatisfaction

ADVERTISEMENT RELATION WITH CONSUMER BEHAVIOR

Advertisement and consumer behavior have a strong relation. The role of advertisement
is to influence the consumer decision-making process and influence consumer decisions
in all stages based on the marketing and advertising goals.

Advertisers use different channels to reach consumers at different times. They can use
social media, television, radio, newspaper or even any printed material to appeal to the
consumers. Each channel can have a different effect on consumers' behavior based on the
demographics and characteristics of the consumers. These different channels also have a
different effect based on the consumer stage of decision making.

Advertisers also study consumers' behavior not only to reach them but also to get their
feedback and their reactions toward the sold products. By understanding these reactions,
advertisers will be able to create more effective advertising for later campaigns and better
targeting and message to the consumer.

TYPES OF ADVERTISEMENT
There is a number of advertising approaches being used by advertisers based on the way
they want to approach the consumer or potential consumers. The main goal of all of these
approaches is to persuade potential customers to buy a product and convince the current
customer of the value they got from the product they buy against other products.

The advertisers also try through different approaches to convince their current customers
to buy more products from them or renew a service contract. There is a common
classification for advertisement which is Rational and Irrational advertisement. The
rational type of advertisement is the one in which the advertisers rely more on product
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features while irrational advertising is more about the emotions and social effect of the
products.

INFORMATIONAL ADVERTISING

The informational advertisement is one of the rational advertising approaches. The

informational advertisement is a product-oriented advertisement. It focuses more on
showing off the characteristics of a product.

This approach presumes that customers know what they want to buy and can relate the
characteristics of the advertised product to their needs and benefits.

TRANSFORMATIONAL ADVERTISING

Transformational advertising is considered irrational advertising. It focuses on the

consumer more than the product. This form of advertisement tries to create a unique
experience for each consumer by providing him with an advertisement that appeals to
their needs and wants. Through transformational advertising, the advertisers try to show
their users’ how their life can be better by buying a product or service.

This type of advertisement also tries to link the experience a user would get by buying a
product or a service with the experience of the brand name. An example of such an
advertisement is when Nike or Apple launch new products in the market and the
advertisers try to link the experience of the product with the brand name of Nike and
Apple.

The irrational advertising techniques focus on the emotional side of people’s characters.
With such an approach, they work more on the influential factors of the decision-making
process of the user from a psychological aspect. Building trust using the brand name
behind a product is one of the key factors in irrational advertising.

That can also lead at the end to better sales and even the customer would buy the
premium products of this brand because of the trust that was built with the company.
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ADVERTISEMENT EFFECT ON CONSUMER BEHAVIOR

Advertisement always seeks behind influencing consumers and make them buy a product
in the first place. Advertisers track consumers' behavior in order to be able to influence
their decision-making process. That makes advertisers target each phase of consumer
behavior decision making with a different approach

. A consumer is looking for information, and an advertiser is a person who communicates

all the required information to a consumer but for a specific product.

Following, I’ll introduce the role of advertisement in each stage of the consumer
decision-making process.

ADVERTISEMENT ROLE IN PROBLEM RECOGNITION

Problem Recognition phase of consumer decision making is the phase when the
consumers realize their needs and look for satisfying these needs. The problem which
creates the need and wants can be related to the human basic needs³ of food, water,
shelter, clothing, sanitation, education, and healthcare. The problem usually realized by
the consumer when they are dissatisfied by their current state in any of the basic needs.
The problem can also be due to a seek of a higher level of satisfaction through a luxury
wants.

Advertisers found that creating needs⁴ and wants is very useful especially with the
innovative and new products in a market. An example of the advertisement in need and
want creation is an advertisement role in transferring the concept of using a car as a way
of transportation to be a better life need and a sign of social level. In this stage, the
advertisers use both rational and irrational advertisements. The rational advertisement
helps more in creating the needs of the advertised product while the irrational
advertisement help more in creating the wants.
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winner in this phase is the advertiser who will manage to make his product to be superior
over all the other products in the market.

An advertiser role isn’t only to show that his product is superior but also to convert all
negative associations to a product to be a positive point. The advertiser should work on
decreasing the uncertainty⁶ that a consumer has toward a specific product. That all makes
transformational advertising plays an important role in the evaluation of alternatives
stage.

ADVERTISEMENT ROLE IN PURCHASE DECISION

In the decision-making phase, a consumer shall have a well-defined idea about what
exactly the product he wants to buy. This stage can be interrupted if the consumer
received negative feedback through social media or a friend who has experience with
such a product. Advertisers focus on this stage more on rational advertising to bring the
core value on the table to persuade and influence the consumer purchase decision.

They can also use the irrational advertisement here to make the wants have a higher
power over the needs. Both transformational and informational advertisements can be
utilized in this stage based on the message that the advertiser wants to deliver.

ADVERTISEMENT ROLE IN EVALUATING ALTERNATIVES

Evaluating alternatives and information search is like a continuous cycle stage in which a
consumer keeps going forward and back between them before making the purchase
decision. During evaluating alternatives phase of decision making, the consumer doesn’t
only compare how a product is satisfying his need against⁵ other products. Consumers
usually have some other factors that take part in the comparing process, like a brand
name or how the product would contribute to consumer social prominence.
The psychological factors are usually attacked by irrational advertising.
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Through the irrational advertising, an advertiser will be able to form different other
values than the core real value of a product or a service. A Nike shoe can be just
something that protects your leg and makes you walk comfortably or can be a shoe that
makes you look stylish in people’s eyes. The previous example is showing the difference
between the core value of a product and the irrational advertisement that a consumer can
receive. The order winner in this phase is the advertiser who will manage to make his
product to be superior over all the other products in the market.

An advertiser role isn’t only to show that his product is superior but also to convert all
negative associations to a product to be a positive point. The advertiser should work on
decreasing the uncertainty⁶ that a consumer has toward a specific product. That all makes
transformational advertising plays an important role in the evaluation of alternatives
stage.

Internet has grownup staggeringly in each applications and range of users because of its
distinctive characteristics of flexibility, interactivity, and personalization. It's been a
really great tool for communication, entertainment, education, and electronic trade.

The revolutionary modification brought forth by information technology has a very

important impact on the daily lives. It transformed the method we tend to do business by
permitting retailers to supply unlimited range of merchandise and services to all or any
customers from around the world at any purpose in time.

The web has emerged as Associate in Nursing advertising medium. Several firms have
turned to the net to advertise their merchandise and services. Internet is deemed to be the
foremost important marketing channel for the worldwide marketplace.

Firms are running billions of dollars into net advertising to get larger return on
investment on ads. The net has given shoppers additional management in accessing data
on merchandise and services. There are unit many factors that contribute to customers
pull for online content—consumers are the one who decides when, where, what, and the
way and how industrial content they want to look at.
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The net allows customers to access a limitless product of merchandise and services from
product around the world, and it has reduced the time and energy they spend on looking.

Customers play a way additional active role in sorting out info online with some goal in
mind, which goal will influence individual behaviors and responses to online info and
advertisements. With the fast advancement within the industry, several firms have created
the web as a part of their advertising media combine to take advantage of the web
technologies. The Internet has become a preferred advertising platform as a result of
marketers found that the net possess larger flexibility and management over the
advertising materials.

Since the net is used as an efficient selling communication tool, each scholars and
practitioners have an interest in understanding the way to take full advantage and
maximizing the worth of this communication medium customers are mostly exposed to
the traditional advertising forms because the main media. However, over the years
marketing methods have evolved with technology resulting on the internet making new
opportunities for digital marketers to attach with customers to make Associate in nursing
immersive connected digital environment, influence and drive purchases, fuel new
growth and build new market share.

The expansion of net advertising is each globally and domestically outpacing offline
advertising. Whereas outdoor advertising is additionally experiencing growth, it's not
growing as quickly as internet advertising.
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CHAPTER2 :-

REVIEW OF LITERATURE
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CHAPTER – 2
LITERATURE REVIEW

Understanding the Consumers’ attitude towards advertisements assume significance as it

reflects his/her attitude towards the advertised products also, to an extent. The attitude of
consumers is generally influenced by the type of advertising exposure and the intensity of
attention towards such advertisements.

The need for investigating the attitude of consumers towards TV / Radio / Internet
advertisements is expressed in many national and international journals. With this notion,
the researcher reviewed the literature related to attitude and are presented below. made a
comparative study of TV and Internet advertising. The study focused perception of TV
and Internet. The study found that new age medium, the Internet is a more effective
medium in making information available than TV. NumanArif Dar et al (2014) examined
the perception of the value of advertising on Face book and television, among both male
and female students of University of Gujarat.

A Questionnaire was distributed among 300 students of the 6 major departments of

University of Gujarat. Structural equation modelling was used in this study. The findings
show that Ducoffe’s advertisement Value was not fit for both Face book and television.
Irritation was also a factor that directly affects the attitude toward advertisement.
Entertainment and irritation have direct impact on attitude toward advertising.

Rashid Saied, et al (2013) examined the dimensions of internet advertisement on

consumer attitude. Data was collected through the questionnaire. The sample size was
150 and the respondents were chosen through Convenience sample, regression and
correlation techniques were used or analyzing the data collected. Advertising Utility,
trust, price and perception were the independent variables and cognitive, affective and
behavioural attitudes were the dependent variables.
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The study revealed that there is positive and significant relationship among the consumer
attitude and advertising utility. Further, it also revealed a positive and significant
relationship between consumer attitude and trust on advertisement.

ThamaraiselvanNatarajan (2013) investigated the students’ belief towards social media

advertising. Seven factors viz, Pleasure, Product Information, Social Image, Good for
Economy, Materialism, Falsity, And Value Corruption was considered for the research.
The study revealed that working people showed a negative attitude towards falsity of
advertisements while a high positive attitude was shown towards the social role, good for
the economy, hedonic. Both students and working professionals have opined that
advertisements are materialistic and have value corruption. The study suggested that
advertisements should be designed with a consciousness of the society.

Abdul Azeem and Zia UL Haq(2012) investigated the antecedents of consumer attitude
towards internet advertisement among three demographic groups students, employees and
entrepreneurs. The study identified Entertainment, Information, Credibility, Economy
and Value Corruption as the significant predictors of attitude towards advertisement. It
was found that entrepreneurs exhibited a positive 9 30 attitude, whereas the overflow of
information made the consumers to be cynical. Further the study stated that there is a gap
between attitude and actual purchasing behaviours.

Morteza Jamal Zadeh, NavidBehraven, RoozbehMasoidi (2012), analyzed the attributes

of advertising through e-mail and attempted to measure its impact on consumer attitude.
The study revealed that the factors entertainment and in formativeness create a positive
attitudes among the consumers while the factor privacy is negatively viewed by the
respondents.

Ping Zhang (2011) examined the consumer’s perception towards digital advertisements.
The study was conducted in three phases with three focus groups consisting of 497
consumers. The study found that people often view digital advertisements online and also
most of them used advertisement blockers to avoid the advertisements. The study further
stated that consumers perceive the features informative, interactive and creativity among
email advertisements while privacy is highly perceived compared to sponsor linked
advertisements.
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The researcher suggested that digital advertisement designers must design it in such a
way to capture the attention of consumers. Camilla Bond et al (2010) conducted an
exploratory research to assess the perception and attitude of viewers towards social media
advertising. The results revealed that the credibility of the advertisement, relevance of
advertisements, entertainment were crucial factors preferred by viewers. Effective usage
of social media to foster attitude formation through highly integrated, relevant messages
are therefore suggested.

10 Fathi All Share et al (2010) explored the effects of television advertisement on the
behaviour towards caned food among consumer in small industries. The research showed
that there is a relationship between television advertisements and changing the consumer
attitude towards canned food. Idrisl (2009) examined the impact of personal and
psychological factors on choice of medium.

The study conducted among 100 respondents revealed that both the factors have a
positive relationship with customer satisfaction. Among personal and psychological
factors, personal factors were found to possess a significant relationship. The study
suggested the advertisers to identify and be aware of the consumer’s interest to design
specific advertisements.

Fernando Ps.P. et al (2008) assessed the consumer perception towards television

advertisements among 80 resident employees of the university of Peradeniya by adopting
stratified random sampling. Further the study attempted to examine the significance of
the relationship between the respondent’s socio-economic profile and their perception.
The analysis showed that the respondents exhibited a positive perception towards the ad’s
ability to compare with other products while they felt that targeting the children, using
celebrity endorsements, promoting materialism by persuading people to buy unnecessary
items are undesirable and then factors created a negative attitude towards advertising.
The study suggested that the need to design the advertisements with social responsibility.

11 Louisa Ha (2008) examined the factors affecting the perception of advertising clutter
and the effects of online advertising clutter. The study found that attitudes towards
advertisement in general & in specific media contexts, and task orientation are mediating
factors that affect the perception of advertisement and response to advertising clutter.
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Louise Kelly B bus (2008) studied the teenagers’ perceptions of advertising in the online
social networking environment. The findings of the study showed that teenagers have
very high levels of advertising avoidance and are skeptical towards advertising on their
online social networking sites.

Akihiro et al (2007) suggested that in formativeness and credibility of advertising

message have the greatest impact on consumer’s attitude towards advertising and
marketers should work hard on these aspects to bring positive advertisement attitude.
Hoo and Munusamy (2007) said that a positive correlation between favorable attitude and
consumer’s evaluation to a specific advertisement is observed as irritating, pleasure and
likeable.

SooJiuan Tan and Lily Chia (2007) empirically explored the relationship between the
attitude towards advertising and the attitude towards advertising in specific media:
television and print. The results revealed that the proposition that attitude towards
advertising in general is an abstract level idea while attitude towards television
advertising and attitude towards print advertising are experiencing -based constructs in
the consumer’s structure of attitudes towards advertising. The study found a significant
negative reciprocal relationship between TV advertisements and Print advertisements, a
significant positive reciprocal relationship between TV 12 advertisements and general
advertisements.

A non- significant relationship between print advertisements and general advertisements.

Macro level belief factors like ‘good for the economy’ and ‘materialism’ are related
positively and negatively to general advertisements, respectively. The personal
experience belief factor of ‘product information’ is positively related to print
advertisements while personal experience belief factors like ‘hedonic’ and ‘falsity/no
sense’ are related positively, and ‘social image’ is related negatively, to TV
advertisements.

Debora viana Thompson &Rebecea. W. Hamilton (2006) examined the effects of

information processing mode on consumers’ responses to comparative advertisements.
The respondents were asked to view the advertisement and process the information about
the advertisements.
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The analysis revealed that people were found to be more analytical when exposed to
comparative advertisements than noncomparative advertisements.
It was found that processing of information embedded in advertisements and external
information significantly influence the analytical ability of consumer’s in comparative
advertisements.

Asia Ashill and Yavas (2005) have examined the similarities and differences in the
dimensionality of advertising attitude between Turkish and New Zealandconsumers.

The study found that advertising attitudes consist of social and economic dimensions in
both the countries. 13 Ping Zhang, Chingning Wang, (2005) measured consumers’
perceived value and attitude toward advertising for different purposes (brand building
and directional advertising) and different media (traditional and Internet-based). The
findings showed that entertainment, credibility and interactivity directly contribute to
favourable consumer attitudes and that interactivity has strong associations with all other
independent variables. Interactivity of the Internet and Web technology has the potential
to win favourable consumer attitudes.

Farid Erfatani et al (2012) empirically tested the relationship between advertisements

and purchase of weight losing sports materials among 300 respondents in Iran. The
findings indicated that television advertising is more influential in creating awareness and
convincing the consumers. People preferred honesty, product display, accuracy and
words in the advertisements so as to convince them. Radio advertisements were mostly
preferred and influenced by the nature of the job. Ravikumar T. (2012), investigated
women’s consumer’s preferences towards visual media. The sample size 576 and
statistical tools mean, SD, ANOVA, t test and regression were employed to analyze the
data. The time spent on TV and advertisement are significantly influenced by age,
income, occupation and maritalstatus an Ravikumar T.

(2012), investigated women’s consumer’s preferences towards visual media. The sample
size 576 and statistical tools mean, SD, ANOVA, t test and regression were employed to
analyze the data. The time spent on TV and advertisement is significantly influenced by
age, income, occupation and maritalstatus and not by education.
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Amin Asadolllahi (2011) studied the relation between advertising strategy and degree of
consumer involvement. It was found that there was a positive relationship between
consumer involvement and structure and content of the 13 14 advertisement. Also,

there was a positive relationship between the degree of consumer involvement and
hierarchy of effectiveness of advertisements. Arian Ghajarzadeh et al (2010), found that
the effectiveness of online advertising on consumer responsiveness and brand awareness.
The study considered four major factors namely online activity, social context,
functional elements of advertisement (motives and behavior) and structural elements of
advertisement. (Physical presentation and format of the advertisement). The study found
that the online advertising effectiveness, top of mind, brand image and consumer
preference were affected the consumer responsiveness to the advertisement. Long – Yi
Lin (2011) studied the impact of advertising appeals and advertising spokesperson on
advertising attitudes. .

The statistical tools ‘t’ test,MANOVA and Regression were applied. It is found that
rational appeal were dominating than emotional appeals. Sohail Majeed and Sana Razzak
(2011) examined the impact of television advertisements repetition on purchase decision,
among the 150 users of detergent powders in Pakistan. The researcher found that
advertisements repetition shares. A significant relationship with and impacts the purchase
decision of the consumers. The study found that repeated advertisements create a positive
impact in the minds of viewers regarding the size and the image of the company. It is
suggested that advertisements must be repeated in between the programs that are
frequently watched by the people.

Vithya Vivekanandan (2010) studied the influence of advertisements in consumer brand

preference among 200 respondents from batticaloa in srilanka.The study considered three
major factors namely Attractiveness, Attention and Awareness. It was found that the
majority of the respondents was drawn towards attractiveness of 14 15 advertisements.
The message and the media are highly preferred by the respondents. The study suggested
to develop interesting advertisements with reliability and furthermore to choose a reliable
source for broadcasting the ad.
Nadia M. Taher et al (2009) attempted to study the cognitive and effective responses to
the advertisement in general and dental advertisement in specific.
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The findings of the study revealed that, TV advertisements were the most attractive
advertisements, media and females were interested to watch an advertisement on TV than
males. It was found that males and females from different occupational classes were
influenced by female attractiveness in the advertisement. Xiaojing Yand and Robert E.

Smith (2009) explored the persuasive and emotional mechanisms through which the
creative advertisements exercise their influence on consumer viewing intentions. 151
respondents participated in the research and divergence, relevance and advertisements
processing involvement were the independent variables. The results showed that the low
involvement of consumers result in less cognitive processing but creativity in
advertisements can moderate this effect and make the consumer to be attentive to the
advertisements.

Bauer et al (2008) found that active information seekers tend to have a positive attitude
towards the advertisements in general. As advertising stimuli are among those external
stimuli, consumers with a high OSL can be expected to be fond of taking in advertising
stimuli and having a positive attitude towards advertising in general. 15 16 Klaus
Backhaus et al (2007) studied consumer perceptions on advertising standardization.

The research found that visual aspects have greater significance for perceptions of text-
based advertisement than image-based advertisement and standardization of an
advertisement largely depend on the advertisement category being used and not depend
on the nationality of the respondent.

Advertising, sales promotion and public relations are mass-communication tools

available to marketers. As its name suggests, mass communication uses the same
message for everyone in an audience. Today, definitions of advertising abound. We
might define it as communication process, a marketing process, an economic and social
process, a public relations process or information and persuasion process (Arens, 1996).

Dunn et al. (1978) viewed advertising from its functional perspectives, hence they define
it as a paid, non-personal communication through various media by business firms, non-
profit organization, and individuals who are in some way identified in
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the advertising message and who hope to inform or persuade members of a particular
audience.
Morden (1991) is of the opinion that advertising is used to establish a basic awareness of
the product or service in the mind of the potential customer and to build up knowledge
about it. Technology advancement had not given us new products and services, but they
had changed the meaning of many words.

With increase in mass media, advertising effectiveness, as more traditional mass media,
had reduced. Now advertiser is looking for new and presumably less cluttered media. The
current age of digital media had given consumer choices to opt in and opt out of
marketing messages and advertising. Consumers are getting more control of what they
want and when they want. All these things are moving toward the interactive marketing
(Newell & Merier, 2007; Kondo & Nakahara, 2007).
As a promotional strategy, advertising provides a major tool in creating product
awareness and condition the mind of a potential consumer to take final purchase decision.
As advertiser’s primary mission is to reach potential customers and influence their
awareness, attitudes and buying behavior (Ayanwale et al., 2005 and Adelaar et al.,
2003). Ayanwale et al (2005) conducted research on advertisement of Bournvita, he
found as advertising has a major influence on consumers’ likeness for Bournvita food
drink. Similar researches have already been conducted for the quality of Bournvita.
Adelaar et al. (2003) conducted study on online compact discs (CDs) shopping behavior
of consumer through emotional advertising. Advertising is a non-personal and paid form
where ideas, concepts, products or services, and information, are promoted through
media (visual, verbal, and text) by an identified sponsor to persuade or influence behavior
(Ayanwale et al.

2005, and Bovee et el. 1995). Television advertising is a form of advertising in which
goods, services, organizations, ideas, etc., are promoted via the medium of television.
Through television, advertisers can reach a wide variety of consumers (Abideen et al.,
2011). Over a number of years in the past, many models and constructs have been
discussed in the marketing and advertising literature, each having the objective of trying
to understand the processes used by consumers to make brand or product evaluations
when they are exposed to advertisements (Muehling et al., 1993). These works have
investigated relationships among cognitive responses directed towards the brand
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Advertising is a subset of promotion mix which is one of the 4 piece in the marketing
mix, comprising product, price, place and promotion. Advertising is a promotional
strategy used in creating product awareness in the minds of consumer to take purchasing
decision (Latif & Abideen, 2011). It is a communication tool used by marketers.
Advertising influences individual’s attitudes, behaviour and life style. It is one of major
source of communication tool between the producer and the user of product.

For a company product to be a well known brand, they must invest in their promotional
activities especially advertising (Hussein et al, 2008).

Latif and Abideen (2011) argued that advertising have the potential to contribute to
brand choice among consumers. Advertising was defined by Arens (1996) as a
communication process, marketing process, economic process, social process, a public
relations process or an information and persuasion process. Dunn and Barban (1987)
defined advertising as a paid, non-personal communication through various media by
business firms, non-profit organizations and individuals who are in some way identified
in the advertising message and who hope to inform persuade member of a particular
audience. Morden,

1991 (as reported in Zainul-Abideen (2012) opined that advertising message is to

establish a basic awareness of the product or service in the mind of the potential
consumer and to build up knowledge about it. Advertising as a promotional strategy
provides a major tool in creating product awareness and condition the mind of a potential
consumer to decide finally on what to buy (Ayanwale et al, 2005; Adelear, Chang,
Lanchndorfer, Lee & Morimoto, 2003) Advertising is a non-personal and paid form
where ideas, concepts, products or services and information are promoted through media
by an identified behavior (Ayanwale et al, 2005; Bovee, Thill; Dorel & Wood, 1995).

Advertising by television enable message of advertising to reach wide variety of audience

or consumers and is one of the best advertising medium especially of goods and services,
organizations, idea etc.
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CHAPTER 3
THEORETICAL FRAMEWOR
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CHAPTER – 3

THEORETICAL FRAMEWORK

Definition – What does Online Advertising mean?

Online advertising is a marketing strategy that involves the use of the internet as a
medium to obtain website traffic and target and deliver marketing messages to the right
customers. Online advertising is geared towards defining markets through unique and
useful applications.

Since 1990s there has been an exponential increase in the growth of online advertising,
which has evolved in to a standard for small and large organizations. Online advertising
is also known as Internet advertising or Digital advertising.

Online advertising includes email marketing, search engine marketing (SEM), social
media marketing, many types of display advertising (including web banner advertising),
and mobile advertising. Like other advertising media, online advertising frequently
involves a publisher, who integrates advertisements into its online content, and an
advertiser, who provides the advertisements to be displayed on the publisher's content.
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Other potential participants include advertising agencies who help generate and place the
ad copy, an ad server which technologically delivers the ad and tracks statistics, and
advertising affiliates who do independent promotional work for the advertiser.

In India, Internet has seen a phenomenal and exponential growth and today the country
boasts of more than 28 million internet users and this figure is expected to rise way more.

As per recent studies - out of this 28 million internet users - nearly 85 percent users
belong to the age group of 15 to 25 years of age and a majority of them are students who
use it for obtaining diverse kinds of information.

`An expansion of internet and information technology has been witnessed and education
related activities are already taking a major leap forward. It has opened up the fastest way
of communication and has also become one of the cheapest available means of
dissemination of all possible information and reaching out to people.

Educational Institutes and service providers need to reach a particular audience or target
groups i.e., students and those seeking professional enhancements for programs and
initiatives undertaken by them. It is very likely that every student in India who is
interested in IT will be equally interested in Internet too. He will use it as an important
tool for getting the desired information. Advertising in the print media was a
conventional tool, highly effective when Internet was not available. The print media has
lots of limitations as compared to a medium like the Internet. Even the print media or the
most known newspapers have dedicated sections for Education, Careers, IT as they also
recognize the importance of addressing the particular user group 19 Not only can you
track how engaged people are, but you also have the ability to get in front of specific
groups of people that your business is trying to target. Thinking about your ideal
customer is key when using targeting; once you’ve identified your perfect customer,
online advertising comes into its own by giving you the option to narrow your adverts to
people that are more likely to buy.

For example, our local coffee shop could specify ‘women, aged 20-60, with an interest in
food and drink’ when choosing their targeting options. If you’re not sure where to start
with targeting though, there are many providers who can help you get this right, including
our own online advertising service. Ultimately, online advertising should be an important
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element of your local business marketing. It opens up a new realm of possibilities when it
comes to reaching more people, and more importantly, your ideal customers.

Alongside your traditional methods, advertising online is a great way to raise awareness
of your business in the local community and help you win more customers.

Advantages of Online advertising

 Extensive coverage:

Network connection with computers worldwide, it is a global network of large and small
throughout the world in accordance with a variety of unified communications protocol
consisting of information transmission network. Thus, over the internet release wide
range of advertising information, regardless of time and geographical constraints. From
the advertising point of view, as an advertising medium, the wider the scope of
dissemination of information, human contact, the more advertising effect will be

. From the advertisers market, the consumer markets 20 throughout every corner of the
world, even a small business are likely to become international company overnight.

Large- capacity information:

Capacity to provide information on the most internet companies is unrestricted.

Businesses or advertising agencies can provide the equivalent of thousands of pages of
advertising information and instructions, without having to worry every minute of the
second increase on the expensive traditional media advertising costs. The network behind
small banner ads, Companies can put their company and its products and services,
including product performance, price, model, morphology, etc.
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It seem necessary to explain all audiences, including detailed information made into a
webpage on their website. We can say that under certain circumstance the cost (for
storing banner ads on their sites and pay for), companies can increase without limit
advertising information, which in the traditional media cannot be imagined.

Strong interaction with sensory :

Online advertising carrier is basically a multimedia, hypertext format, as long as the

audience interested in a kind of product, you can tap the mouse further to know more,
much more detailed and vivid information so that consumers can personally “experience”
products, services and brand. As virtual reality and other new technologies to online
advertising, immense experience for customers such as goods or services, and to book
online, trading and settlement, will greatly enhance the effectiveness of online
advertising.
Real – time and long –lasting unity:

Internet media has the right to change the function the function of information,
companies can make changes at any time according to need advertising information, 24
hour warehouse industry can adjust product prices, information, you can instantly get the
latest product information dissemination to consumers and online media can also be long
term preservation advertising information. Enterprise established for the product website,
you can remain, waiting for consumer inquiries, enabling real-time and persistence unity

Accurate delivery goals:

The accuracy of online advertising include two aspects: one is corporate advertising
target market for the accuracy of the network is actually one of a group composed of
members of these organizations tend to have common hobbies and interests, potentially
forming a thin market of the target customer base , companies can be specific to a
corresponding product advertising consumer site up, clear target market, thereby leading
to target audiences and the information will be Gang- related advertising messages with
their professional and more attention to such information; hand reflected in
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the accuracy of your audience, the internet is need to pay, when consumers browse the
site, select the advertising information will only really interested in, so to reach the high
accuracy of the information online advertising audience side.

Non compulsory transfer information:

As we all know, newspaper ads, magazine ads, TV ads ,radio ads, outdoor advertising
and is a compulsive medium, all you have to do everything possible to attract visual and
auditory, forced indoctrination into your brain .The online advertising belongs on demand
advertising, newspaper classified ads with nature not 22 need to completely view, which
can be freely inquiries will focus on looking for information presented to you, thus saving
time and avoiding ineffective passive attention.

Disadvantage of online advertising:

Internet advertising has obvious advantages over traditional advertising, and also
unavoidably brings its disadvantages, mainly in the following aspects:

Visitors to their online advertising “filtered”:

Some visitors simply do not want to see, let alone have report responses. This situation is
similar to other media, only a handful of consumers will buy your product, but that was
it! Key is to be able to Canton. This part of the report information is passed to the
consumer, the biggest difficulty lies in selecting the right online advertising target
market, and otherwise it s difficult to bring about the final ad buying behaviour.

Network technology to filter the ads:

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On the one hand for the advertising network itself provides more space, opportunities,
tools, and the origin of internet culture itself is obnoxious commercialism, so there have
been some network software and tools will plant a report as a network of cultural dregs
filter out. In doing online advertising company, be sure to verify that the target market
has a tendency to extreme aversion to commercial advertising, whether the use of these
filters online advertising tool.

Lack of skills and marketing skills:

Internet advertising is the guiding ideology of the “information marketing” rather than
the “impression inducement,” but the expression and transmission of 23 information still
need presentation skills to attract consumers. Therefore, only the aspects of the product
and the information listed here is definitely not form a successful online advertising.
Traditional advertising to generate irresistible impression and attractive presentation
skills and marketing skills in online advertising is still needed, even more demanding.
How to marketers to consumers in rich information resources at the same time, but also
have a strong attraction for them is a huge challenge.

Online advertising marketing personnel requirements are higher than

other
Media

: Compared to online advertising can almost be seen as a microcosm of the entire

marketing, which involves how to attract customers impressed goals have to go very far.
In short online advertising requires marketers integrated use of traditional advertising
performance practices, providing information on the use of soft methods of marketing
and network marketing technique

Types of online advertisement

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1. Face book Ads

2. Twitter Ads

2. Banner Ads

3. Google Display Ads

4. Gmail Ads

5. Video Ads

6. YouTube Ads

8. Instagram Ads

1.Face book Ads:

Face book ads exist in many different forms, each offering unique pros and cons for
advertisers looking to market on face book. Promoted posts are Face book ads that let
advertisers pay a flat rate to promote a single post on their Face book 24 business page.
The promoted post reaches more fans and friends of friends than a regular post.

Sponsored stories show a user’s interaction with an advertisers page or product to the
user’s friends and larger network. Sponsored stories are also one form of Face book ads
that can appear in a user’s newsfeed.
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2.Twitter Ads:

Twitter ads refers to the paid boosts that brands on Twitter can use to extend the reach of
their tweets, promote a chosen hash tag, or gain more followers. Promoted Tweets let
advertisers tweets reach more peoples home feeds, Accounts, letting advertisers show up
more often in Twitters who to follow recommendation feature.

Promoted Trends gets your custom hash tag in the Trends bars, earning additional
attention and notice from the Twitter verse.

3.Banner Ads;

Banner ads are image- based advertisements that often appear in the side, top, and
bottom sections of websites. They can range widely in term of size, design and function.
You’ll typically find them in all sorts of news-based websites blogs, and specialized web
communities.

5. Google Display Ads:

Google Display Ads are a form of contextual banner ads used in the Google Display
Network, Google’s collection of network sites that agree to host display ads. The Google
Display Network also includes Google properties such as You Tube, Gmail, Blogger, etc.
Google Display ads can be text, images, and even video based.

6. Gmail Ads:

Gmail ads in Google’s online email service are contextual ads that are generated by an
automated process that scans a user’s emails to discover interests and topics that are
relevant to the user. If a user is writing and receiving many emails about air conditioners,
that user may see ads about air conditions appear within the Gmail client. While privacy
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advocates are wary of such practices, Gmail advertising is fully automated and Google
asserts that no humans read user emails, only robots.

7. Video Ads: Video ads are growing in popularity as better internet speed performance
and online advancements make it fast and easy to watch videos on the web. The most
successful video ads avoid blatant advertising, opting instead for educational, how- to
video content that naturally appeals to users, with some (if any) product suggestions
discreetly integrated. Humorous video ads also perform well, with some funny video ad
network campaigns findings enormous success, especially when an interactive element is
added.

7. YouTube Ads:

YouTube ads are ads that appear on Google’s video-sharing site. Since Google obtained
ownership of You Tube, advertising on You Tube has become nearly as easy and
customizable as advertising on Ad Words. You Tube ads provide a number of targeting
options and several different ad formats. YouTube advertisements can appear as banner
ads, in-video overlay ads, in-stream video ads (which are video ads that appear before or
during another You Tube video), as well as several other setups.

8.Instagram Ads:

There are at the moment no “official” Instagram ads – just brands being creative and
producing Instagrampics that can be shared right alongsideusercraftedcontent. Turn any
post into an ad quickly with Promote, or use Ads Manager for more advanced multi-
platform campaigns. Turn any post into an ad.

Just decide where to send users, who should see it and how much to spend. An advanced
all-in-one tool for creating ads across different placements on Instagram, Facebook and
more.
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Reasons for Online advertisement

If you’ve been slow on the uptake when it comes to online advertising, you should begin
ramping up your efforts. Online ad spend has seen consistent growth and is projected to
overtake print, states a recent IAB report. If you haven’t yet familiarized yourself with
online advertising, it’s time to do so.

If you’re of the belief that advertising online is wasting your ad budget, think again.
These are 9 reasons you should be advertising online.

1. Insight

Know exactly which ads brought in the highest number of qualifying leads. Know how
many impressions were served, where they were served, and when. Identify your optimal
channels, ad copy, and ad locations.

The metrics and analytics available with online advertising allow you to see the exact
cost of acquiring and converting a customer. Advertising online provides you with
endless insight allowing 27 you to become a more effective marketer. Marketers went
from having no data to more data than we know what to do with. This is a great problem
to have.

2. Targeting

Do you know the profile of your perfect customer? Online advertising gives you the
ability to target and retarget the ideal prospects. Retargeting will serve ads based on prior
engagement, enabling you to identify your ideal customer profile. Once you know what
your customers look like, you will know just who to target .
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3. Creative

Your ability to target beyond reaching the right customers. You can take this one step
further and serve the creative that will best resonate with each target. There is a common
misconception that online ads are of poor quality, when in fact digital advertising
provides the opportunity to be highly engaging with video and other rich media. Using
animation and in- banner video ads can increase brand recognition and highlight your
competitive edge. Is one of your ads underperforming? A/B tests your copy, your image,
your headline and serves ads that are as dynamic as the online space in which they are
living. A well- designed banner ad can turn your digital campaign from good to great.

4. Brand Awareness

Online advertising can be used to drive traffic to your site and build brand awareness.
Effectively targeted campaigns can create brand influencers and reach complementary
audiences. Use the endless online display space to be creative with rich media, establish
your online presence, make an emotional connection, and get online consumers excited
about who you are and what you have to offer.

5. Flexibility

Online advertising campaigns can be adjusted with a few clicks or keystrokes. You have
the flexibility to respond to incoming data and make changes instantly. Similarly, you
have the ability to pause campaigns or adjust your strategy in minutes. This flexibility
allows you to stay in front of your customers, anticipate customer needs and adjust your
ads before anyone even notices.
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6. Scale:-

Demand-side platforms, more commonly referred to as DSP’s have centralized the

buying of auction-based display media across multiple inventories and data suppliers
online. Offline, you have to coordinate with multiple providers. As a marketer, DSPs
allow you to scale your digital campaigns quickly and strategically, and you don’t even
need an agency! Many digital marketers are turning to self – service providers to manage
their campaigns- create your own ads, choose your spend, scale and optimize across your
networks as you see fit. You can also use a full –service provider who will optimize,
scale and spend accordingly, but this often comes with a monthly minimum. Whichever
service you choose, scaling your campaign has never been easier.

Digital channels are highly cost- effective for marketers. Rates are typically set
through a combination of ad size, ad location, performance, and demand.

Considering the reach allotted via digital Channels, moving your campaigns online is
often much cheaper than more traditional offline channels like radio, television, or
print. Furthermore, digital campaigns have great transparency, allowing you to adjust
your cost easily based on performance. In the offline world, once you’ve paid for the
space in a print publication or a spot on the radio, there’s no adjusting your
investment after the fact .

8.Reach

We have heard a lot of this lately- people are watching less live TV and turning to
their computers for their favourite shows, music, and to access their news . As
marketers, being b effective requires staying in front of your customers; as it turns
out, your customers are online, and so you should be too, and sooner rather than
later! Moving online gives you access to a global audience, if you so desire and it
means your ads can be working for you 24 hours a day. The options are practically
limitless when it comes to your reach capabilities when you take your campaign
online.
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9 .Engagement

Online advertising lets you know a customer’s exact level of engagement. You might
have circulation and readership data for a print publication, but you can’t know how
much time customers spent interacting with your ad, how much time they spent on
your website, if they researched more of your products, and whether An online
presence gives you all of this valuable data and places you in a position to learn
where your most engaged prospects live. Online advertising is an essential element of
anyone’s marketing mix. It provides you with numerous benefits, including lower
costs robust targeting, and valuable customer insights,that are not available through
advertising mediums. Your customers, competitors, and prospects are online give
them the attention they deserve, while getting moreout of your budget.

Traditional advertising has long been conceived as a type of persuasive advertising aimed at
changing the habits of individuals. However, advertising is a very dynamic field that will
continue to evolve (Taylor and Carlson, 2021). The Internet and new media have changed
individuals' habits and the way they interact with advertising messages, leading to a new
definition of advertising by Kerr and Richards (2020).
As presented in the review about the advertising by Taylor and Carlson (2021), the new
definition of advertising by Kerr and Richards (2020) emerged: “advertising is paid, owned, and
earned mediated communication activated by an identifiable brand and intent on persuading the
consumer to make some cognitive, affective, or behavior change, now or in the future.” The
authors stated that digital growth allows the disruption of traditional advertising leading to five
major consequences:

“(1) changes in consumer empowerment and connectedness; (2) multi-platform media

consumption and the inclusion of paid, owned, and earned media in advertising decisions; (3)
changes to advertising practice; (4) the regulatory imperatives of a global marketplace; and (5)
the meaning and scope of advertising research” (Kerr and Richards, 2020).
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Thus, digital technologies and digital environment have transformed the customer journey, and
they are rapidly changing the environment within which firms operate, reducing information
asymmetries between customers and sellers as well as changing the overall marketing strategies
(Wedel and Kannan, 2016; Kannan, 2017). For these reasons, firms are now challenging the new
perspective of digital marketing defined by the American Marketing Association (AMA) as a set
of “activities, institutions, and processes facilitated by digital technologies for creating,
communicating and delivering value for customers and other stake-holders

” [1]. Another interesting definition of digital marketing is proposed by Wedel and Kannan
(2016) and Kannan (2017) who referred to digital marketing as “an adaptive, technology-enabled
process by which firms collaborate with customers and partners to jointly create, communicate,
deliver, and sustain value for all stakeholders.” According to the authors, digital marketing is not
only the marketing of products and services using digital touch points but it describes the process
of using digital technologies to acquire customers and build customer preferences, promote
brands, retain customers and increase sales

(Wedel and Kannan, 2016; Kannan, 2017). For a deeper understanding of the topics about
digital marketing, see the work proposed by Kannan (2017) on the framework for research in
digital marketing in which the authors highlight some of the research issues on digital
environment to keep the review of extant work in digital marketing as well as to uncover the
gaps that exist in the marketing literature and suggest new topics for exploration (Kannan,
2017).

Therefore, as far as the digital environment is concerned, a new paradigm has emerged and has
led to a revolution in the way companies act in terms of investments, promotions and
measurements (Wedel and Kannan, 2016; Kannan, 2017).

On the one hand, the new paradigm, known as “Advertising 3.0,” is characterized by the
transformation of the concept of value, which refers to psychological aspects and characteristics
of experience and relationships rather than to its economic utility. According to Mardegan et
al. (2016), Advertising 3.0
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is characterized by the end of the centrality of the product as an engine of operational marketing,
and the company does not focus only on the definition and development of the product but also
on the subjective and social experience with the product and the opportunities connected to it.
This leads to advertisements not focused on quality and price of a product but on the experience
of product usage, which is then shared with its own social network (Mardegan et al., 2016).

On the other hand, Advertising 3.0 is characterized by the ongoing technological evolution,
which gives companies the possibility to manage new tools that allow them to better understand
and communicate with individuals as well as measure advertising results and returns on
investments (Mardegan et al., 2016). Since new technologies allow companies to identify their
target audience and monitor and collect data about the behavior of individuals, the new
advertisements are more customizable and engaging as well as better equipped to understand
consumers' behaviors and intention. Furthermore, in the past, the effectiveness of the investments
on traditional advertising was unknown, since one bought a space without knowing if it had
received attention and from how many people.

Conversely, digital advertising is data-centric and performance-based, that is, it manages to

acquire data that allow to measure in a concrete way the effectiveness of the campaign, and
optimize it over time (Brettel et al., 2015; Ghose and Todri, 2015; Mardegan et al.,
2016). Online clickstream, messaging, word-of-mouth (WOM), transaction and location data
have greatly reduced the variable cost of data collection resulting in unprecedented volumes of
data called “the oil” of the digital economy by Wedel and Kannan (2016). Wedel and Kannan
(2016) in their work synthetized the development of data-driven analytics in marketing through a
critical examination of marketing analytics methods. The authors traced the historical
development of data, examining several applications to structured and unstructured data
generated within or external to a firm, and reviewing their potential to support marketing
decision and to provide deeper insights on consumer behavior.

In addition to its benefits, digital advertising has also faced several problems and challenges. One
of the main concern is the “Ad Fraud,” or advertising fraud, namely, the practice of defrauding
any form of online advertising, altering the performance of advertising campaigns using methods
that can artificially inflate profits by the scammer, by restricting the advertisers' budget (Jain,
2007).
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Despite these potential negative effects, companies have started to manage data-driven digital
advertising in order to intercept potential users while browsing online, or to intercept online
those who have previously shown interest in the companies' product offerings, in order to
convince them to complete an action (i.e. the purchase). Originally, technology made it possible
to target consumers based on their general interests, thanks to inferences made by analyzing the
editorial content of the web page on which the ad would be displayed (Goldfarb and Tucker,
2011). Recent developments in online tracking and profiling technologies have made the
targeting and personalization process not only possible but also instantaneous, as it occurs in real
time while a user browses the Internet (Moore et al., 2015; Sinclair, 2016).

For instance, clickstream data, defined by Guo and Sismeiro (2020) as “the electronic record of
Internet usage collected by Web servers or third-party services,” provide firms with the record of
a site visitor's journey on a website (Sismeiro and Bucklin, 2004; Bucklin and Sismeiro,
2009; Guo and Sismeiro, 2020). Online tracking allows firms understand the individuals'
decisions to continue browsing or to exit the website, the length of time that the visitor spends
viewing each page, how much activity people engage in at the website, how many pages are
visited as well as what customers are doing while browsing, that is, if they filter for products
rather than exploring for additional products (Sismeiro and Bucklin, 2004; Guo and Sismeiro,
2020).

Therefore, detailed actions and online behaviors can better indicate purchase tendencies and
improve the prediction of purchases. For a more detailed contribution to the research on
customers' path information and individual-level online buying behavior, see Guo and Sismeiro
(2020) who developed the concepts of sequences of customers' viewing behaviors to describe
customers' paths and predict purchases.

Thus, to personalize and target advertisements, firms can use data collected through the online
behavior of users: web pages visited, articles read, videos watched and searches in search
engines. Furthermore, besides web browsing data or search history,

online behavior can include media consumption data, app usage data, purchases, ad click-
through, user-generated content (e.g. emails, posts on social networks) as well as data generated
by the use of sensors in mobile devices, by robotic technologies or even by biometric user
information tracked by wearable devices (Lamberton and Stephen, 2016).
Page 48 of 82

Researchers identify the new type of data-driven digital advertising as the so-called “Online
Behavioral Advertising” (OBA), defined by Boerman et al. (2017) as “the practice of monitoring
people's online behavior and using the information collected to show them individually targeted
advertisements.” In literature, there are several definitions of OBA, but all of them identified two
common characteristics: the monitoring and tracking of consumer online behavior and the use of
data collected through target ads. In addition, in order to find the boundaries of the OBA domain,
an online behavior can be qualified, according to Varnali (2019), as “that behavior that can be
monitored and recorded as data linked to an individual profile and that can be used to personalize
an online advertisement.”

In a nutshell, this type of advertising is based on tracking users in order to obtain insights about
their potential interests and convey relevant and personalized advertisements related both to the
preferences of the users and their online behavior. For example, when two users enter a website
at the same time, each of them would receive an ad different from the one displayed by the other.

Among the specific formats of OBA, retargeting and banner morphing (or morphing banner
advertising) are the most used.

Retargeting is an OBA format that allows firms to reach users who have previously visited their
site, while they see another, targeting an advertising message not only to a potentially interested
customer but also to those who may already have planned activities to search for information
about products or services the advertiser aims to sell (Sahni et al., 2019). Tracking takes place
through a code element often called pixels that is placed on the website in which the ad is
displayed; in this way as soon as a user opens the site, the code releases a cookie in the user's
browser, which, from that moment, will track the online behaviors allowing user to be reached
with its own advertisements while the user continues browsing other sites (Mardegan et al.,
2016; Sahni et al., 2019). Prior studies state that retargeting, also known as remarketing or
behavioral retargeting, is often aimed at suggesting users to finalize a purchase by targeting
consumers who have visited the advertiser's website in the past but did not make a purchase
(Bleier and Eisenbeiss, 2015b; Sahni et al., 2019; Li et al., 2020). Specifically, Li et
al. (2020) suggest companies to actively engage in e-commerce cart retargeting (ECR), defined
as “a form of digital behavioral retargeting wherein online reminder ads are delivered to
consumers who had carted products but left without purchasing.”

Banner morphing is a complement to context matching or behavioral targeting that, according

to Urban et al. (2014), “enables a website to learn, automatically and optimally, which banner
advertisements to serve to consumers to maximize click-through rates, brand consideration, and
Page 49 of 82

purchase likelihood.” Morphing differs from other ad formats because, according to this
approach, banners are matched to consumers based on posterior probabilities of latent segment
membership, cognitive styles, rather than past behavior. Furthermore, the cognitive-style
segments are inferred from the analysis of consumers' clickstreams and the automatic
identification of morph-to-segment matches (Urban et al., 2014; Liberali et al., 2017). For all
these reasons, prior studies state that banner morphing is more effective on web pages that are
relevant to consumers, namely, the banner advertisement is more effective when it is customized
for a cognitive-style segment (Urban et al., 2014; Liberali et al., 2017).

The theoretical background of OBA research is highly fragmented, and many of the OBA studies
use a variety of theories from different disciplines, such as social and cognitive psychology,
communication and marketing to better understand and explain this type of practice. Several
studies focus on the effects of the OBA and how to measures acceptance and resistance to the
OBA (McDonald and Cranor, 2010; Ur et al., 2012; Smit et al., 2014; Boerman et al.,
2017). However, the perceptions about the OBA seem to be divergent. Specifically, previous
studies state that the OBA is characterized by a continuous contrast between benefits and risks.

As far as the benefits are concerned, the theory of uses and gratifications was mainly used to
identify OBA's potential benefits (Sutanto et al., 2013; Ozcelik and Varnali, 2019). Specifically,
the OBA makes advertisements more relevant to consumers who, seeing a relevant and
personalized ad for them, are less likely to avoid the advertising (McDonald and Cranor,
2010; Ur et al., 2012). Literature states the centrality of an ad's relevance as a reason why the
OBA may excel in performance when compared to non-personalized ads (Bellman et al.,
2013). This assumption is grounded in the elaboration likelihood model (Petty and Cacioppo,
1986), so that the more personal and relevant a message, the greater the probability that the
message will be noticed, making it more effective (Petty et al., 1983). By tracking and profiling,
it is possible to gain insights about the general interests and needs of individuals, allowing
making an advertisement at the right time and in the right place, resulting in a more relevant
exposure

. That is, with advanced big data technology, firms now are able to target specific customers
using more relevant ads, communicate and create the needed reactions more effectively.

Prior research considered advertising personalization as a dominant strategy that became

important not only for marketers but also for consumers who are expected to react positively
because of personal experience
Page 50 of 82

(Monem and Nagy, 2021). Personalization advertising, in fact, allows advertisers to be more
precisely able to look into the needs of the individuals, providing benefits and positive user
experience (Monem and Nagy, 2021). Thus, it turns out to be an effective tool to build a
relationship with the targeted consumer.

Recent research focuses on trait-based personalization, a new form of advertising for which
advertisers show content that is in line with the individual user's personality traits (Winter et al.,
2021). For example, according to this innovative approach, a user open to new experiences
would be exposed to an ad that focuses on novel features of a product, while a person with low
openness to experience would be exposed to an ad that highlights the traditional features of a
product (Winter et al., 2021). This form of customization can be less obvious than traditional
forms of personalized advertising and, therefore, more persuasive due to the great difficulty in
recognizing it as targeted advertising.

Therefore, OBA is much more effective than non-targeted advertising, resulting in an increasing
click-through rates and purchases (Bellman et al., 2013; Boerman et al., 2017). However, these
effects depend on factors controlled by the advertiser, such as the information used to
personalize the ad and the transparency of the advertiser, and on those controlled by consumers,
such as trust in the advertiser, the perceived usefulness of the ad, the feeling of intrusion and
concerns about privacy (Boerman et al., 2017). Specifically, the lack of control over personal
data and the loss of privacy are considered the main concerns on the acceptance and
effectiveness of the OBA: consumers who are most concerned about privacy are less likely to
trust online businesses in protecting their data (Turow et al., 2009; McDonald and Cranor,
2010; Baek and Morimoto, 2012; Lambrecht and Tucker, 2013; Van Doorn and Hoekstra,
2013; Yang, 2013; Lee et al., 2015; Moore et al., 2015). Conversely, individuals who have few
privacy concerns, who are usually more likely to share their information, respond more
positively to the OBA (Lee et al., 2015).

Therefore, as far as risks are concerned, individuals consider the collection and use of personal
data as an invasive tactic that leads to the rise of negative perceptions (Ur et al., 2012; Smit et
al., 2014; Moore et al., 2015; Phelan et al., 2016; Summers et al., 2016; Varnali, 2019).

These negative perceptions are supported both by the information boundary theory (Sutanto et
al., 2013) that suggests how people find the collection and use of personal information intrusive
and therefore perceive it as a risk, and by the social presence theory for which the social
presence refers to the feeling of being with someone else in a mediated
Page 51 of 82

communication (Phelan et al., 2016). Specifically, when a computer collects users' data, it
generates negative feelings that are common to those that arise when a person spies on people
while surfing the Internet (Phelan et al., 2016). According to Moore et al. (2015), consumers
often find the OBA invasive, annoying, disturbing and capable of violating social norms.
Therefore, the more the individuals become increasingly concerned about the OBA, the more
they tend to change their online behavior when they understand that their data are being collected
(McDonald and Cranor, 2010). Besides the two theories above, the other most used theories to
explain the potential costs of the OBA are the persuasion knowledge model (Van Noort et al.,
2013; Ham and Nelson, 2016), the psychological reactance theory (Tucker, 2014; Aguirre et al.,
2015; Bleier and Eisenbeiss, 2015a, b) and the privacy calculus theory (Gironda and
Korgaonkar, 2018).

In addition, according to ethical problems in marketing studied by the acquisition-transaction

theory (Baek and Morimoto, 2012), the likelihood of a consumer purchasing a product or service
depends on the comparison between perceived benefits and perceived risks and costs (Baek and
Morimoto, 2012). This process refers to the so-called privacy calculus described as a rational
analysis of the balance between benefits and costs of disclosing personal data to a firm (Culnan
and Armstrong, 1999; Plangger and Montecchi, 2020). Similarly, the social exchange
theory (Emerson, 1976) suggests that people evaluate social exchanges in terms of costs and
rewards. Thus, people will change their behavior and participate in social exchanges only when
the reward exceeds the cost (Schuman et al., 2014).

As a result, based on these theories, consumers could only accept the OBA if they were to
perceive that the benefits of increasing the relevance of online ads are greater than the
corresponding cost to their privacy (Baek and Morimoto, 2012; Schumann et al., 2014).
Page 52 of 82

CHAPTER 4
DATA ANALYSIS AND
INTERPRETATION

CHAPTER - 4
Page 53 of 82

EFFECTIVENESS OF ONLINE ADVERTISING IN CREATING

CONSUMER BUYING BEHAVIOUR AMONG YOUTH
Data analysis and interpretation is the process of assigning meaning to the collected
information and determining the conclusion, significance and implication of the
findings. Analysis consist of breaking down complex set of factors or figures in to
simple elements and arranging them in such a form as to increase the reliability and
presenting them in an easily understandable manner.

On the other hand the term interpretation means explaining the meaning and
significance of data so arranged it simply means to convey the meaning of analysis in
a simple languages to interested parties.

The process of interpretation involves taking the result of analysis, making inference
relevant to the research relationship studied and drawing conclusion about this
relationship. In this chapter an attempt has made to analyze the data which related to
the survey conducted on the topic “Effectiveness of online advertisement in creating
consumer behaviour among youth”.

For analyzing data statistical tools such as, normality test,wilcoxon w,Kruskal test
and Friedman

Table 4.1
Page 54 of 82

H0: The data are normally distributed

H1: The data are not normally distributed

One- Sample kolmogorov-Smirnov Test

Consumer

behaviour

N 119

3.2577

Non parameters Mean

Std. .13763

Deviation

Kolmogorov-Smirnov Z 1.711

Asymp.Sig. (2 tailed) .006

a. Test distribution is non-normal.

Page 55 of 82

b. Calculated from data

Interpretation: Table 4.1. describes the Here, p value is .006 which is lesser than 0.05. Hence we
reject null hypothesis and concluded that the data are not normally distributed
Page 56 of 82

Table 4.2

Demographic Factors

Variables Frequency Percent

Gender Male 61 51%

Female 58 49%

Total 119 100%

Age 15-20 10 8%

20-30 72 61%

30-35 37 31%

Total 119 100%

Marital status Married 41 34%

Unmarried 78 66 %

Total 119 100%

Educational status SSLC 25 21%

Plus two 10 8%

Degree 71 60%

Others 13 11%
Page 57 of 82

Total 119 100%

Annual income below 100000 73 61%

100000-300000 32 27%

300000-500000 14 12%

Total 119 100%

Interpretations: It is understand that from this survey the (51%) respondents are male
and (49%) are female . It is found that majority of the respondents (61%) are in the
age group of 20-30.

it is exhibited that most of the respondents (60%) are in Degree.

It is found that majority of the respondents (61%) those having annual income below
100000.The above analysis clearly show that even though the numbers of respondents
in male are more online advertising users than female.
Page 58 of 82

Table 4.3

Table showing effectiveness of online advertisement in building consumer

behaviour

between male and female

H0: There is no significant difference between male and female in generating

consumer behaviour due to online advertisement.

H0 : There is significant difference between male and female in generating

consumer behaviour due to online advertisement

Effectiveness of online advertisement in building consumer behaviour between

male

and female

Construct Gender N Mean Asymp.

Rank Sig

Male 61 62.04
Consumer

behaviour
0.529
Page 59 of 82

female 58 58.012

Source: Primary data

Mann Whitney U test

*@5% level of significance

a. Grouping Variable: Gender

Interpretation: Table 4.3 explains the effectiveness of online advertisement in

building consumer behaviour between male and female where in null hypothesis
is accepted. Hence there is no significant difference between male and female is
generating consumer behaviour to measure the effectiveness of online
advertisement.
Page 60 of 82

Table 4.4

Table showing effectiveness of online advertisement in building consumer

behaviour among income stages

H0: There is no significant among consumer of different income stages in generating

consumer behaviour.

H1: There is significant among consumer of different income stages in generating

consumer behaviour

effectiveness of online advertisement in building consumer behaviour among

income stages

Construct Annual N Mean Chi- Asymp.

Income Rank

Square Sign

Below 73 57.97

100000
Page 61 of 82

Consumer 100000-

32 63.80 0.705 0.703

Behaviour 300000

300000-

500000 14 61.87

Source: Primary data

Kruskal Wallis test

*@5% level of significance

Interpretation: Table 4.4 explains the effectiveness of online advertisement in generating

consumer behaviour among different income status of consumers. where null hypothesis is
accepted. Hence there is no significant difference between income statuses of consumers
generating the effectiveness of online advertising.
Page 62 of 82

Table 4.5

Table showing effectiveness of online advertisement in building consumer

behaviour among different age group.

H0: There is no significant difference among age of consumer behaviour.

H1: There is significant difference among age of consumer behaviour.

effectiveness of online advertisement in building consumer behaviour among

different age group.

Chi- Asymp.

Construct Age N Mean Rank

Square Sign

15-20 10 47.05
Consumer

Behaviour
20-30 71 63.47 2.955 0.228

30-35 37 55.24
Page 63 of 82

Source: Primary data

Kruskal Wallis test

*@5% level of significance

Interpretation: Table 4.5 explains the effectiveness of online advertisement in

generating consumer behaviour among different age groups of consumers. where null
hypothesis is accepted. Hence there is no significant difference among different age groups of
consumers in generating consumer behaviour due to online advertising.
Page 64 of 82

Table 4.7

Table showing effectiveness of online advertisement in building consumer

behaviour among educational status

H0: There is no significant difference among educational statuses on consumer

behaviour

H1: There is significant difference among educational statuses on consumer behaviour.

Effectiveness of online advertisement in building consumer behaviour among

educational status

Educational Chi- Asymp.

Construct N Mean Rank

status square Sign

SSLC 25 49.74

Consumer

Plus Two 17 61.25 5.032 0.169

Behaviour

Degree 71 60.58
Page 65 of 82

Others 13 75.54

Source: Primary data

Kruskal Wallis test

*@5% level of significance

Interpretation: Table 4.7 explains the effectiveness of online advertisement in generating

consumer behaviour among different educational status of consumers. Where null hypothesis is
accepted. Hence there is no significant difference between educational statuses generating the
effectiveness of online advertising
Page 66 of 82

Table 4.8

Table showing effectiveness of online advertisement in building consumer

behaviour among Psycho, culture, socio, and personal factor

H0: There is no significant difference among psycho, culture, socio, and personal
factor in generating consumer behaviour.

H1: There is significant difference among psycho, culture, socio, and personal factor
in generating consumer behaviour
Page 67 of 82

Figure 4.9.9 effectiveness of online advertisement in building consumer behaviour

among Psycho, culture, socio, and personal factor

Asymp.
Mean Chi-
Construct

Sign
Rank Square

Psycho 3.05

Culture 3.28
Consumer

174.562 >0.000**

Social 1.26
Behaviour

source:primary data

**significance @ 1%

Friedman test

Interpretation:
Page 68 of 82

Table 4.8 explains the effectiveness of online advertisement in generating

consumer behaviour among different psycho, culture, socio, and personal factors.
Where null hypothesis is reject @ 1% level of significance. It is concluded that the
effectiveness of online advertising is arrayed as culture factors (3.28), psycho factors
(3.05) , personal factors (2.31)and social (1.26) respectively.
Page 69 of 82

Table 4.10

Movability of Online advertisemen

Type Respondents Percentage

Movable advertisement 79 66%

Immovable advertisement 40 34%

Total 119 100%

(Source: Primary data)

Figure 4.10.2 Movability of Online advertisement

Page 70 of 82

Table 4.12

Factors drawing your attention in online advertising

Particulars Respondents Percentage

Product 42 34%

Price 50 42%

Visual design 17 14%

Amount of information 9 8%

Others 2 2%

(Source: Primary data)

Page 71 of 82

Figure 4.12.4

Factors drawing your attention in online advertising

60

50

Respondents

Percentage
Page 72 of 82

CHAPTER 5

FINDINGS, SUGGESTIONS
AND CONCLUSION
Page 73 of 82

CHAPTER V

FINDINGS, SUGGESTION AND CONCLUTIONS

The chapter deals with the findings of the study and the suggestions for betterment. The
findings of the study help in evaluating the effectiveness of online advertisement in
creating consumers which has to measure socioeconomic factors.

FINDINGS

 Out of 100%, It is conducted that 51% of male and 49% are females, majority
of the respondents are male in category of gender.


 61% of respondents belong to the age group 20-30 years are more influenced
by online advertisement.


 It is found that 66% of unmarried respondents are more influenced by online

advertising.

Page 74 of 82

 In educational status, Degree level 60% are more influenced by online

advertisement.


 61% of respondents are below 100000 annual incomes are more influenced by
online advertising.


Under Mann Whitney U test reveals that the effectiveness of online advertising has an
influenence in building consumer behaviour between male and femal

 Under Kruskal Wallis test reveals that the effectiveness of online advertising
has an influence in consumer behaviour among income stages.


 Under Mann Whitney test depicts that the effectiveness of online advertisement
has an influence in building consumer behaviour among marital status.


 Under Kruskal Wallis test depicts that the effectiveness of online advertisement
has an influence in building consumer behaviour among educational status.


 Under Freidman test depicts that the effectiveness of online advertisement has not
influence in building consumer behaviour among psycho, culture, social,and
personal factor. Hence it is concluded that the effectiveness of online advertising is
arrayed at culture factors (3.28), psycho factor (3.05), personal (2.31) and social
(1.26) respectively.


 41% of respondents have medium level of influence by advertisement. 34% of

respondents have large influence by the advertisement but it should be noted that
35%of respondents have only small level of online advertisement.
Page 75 of 82

 The movable advertisements are more noticeable than immovable

advertisement.66% of respondents like movable advertisement.


 Price is the most important factor which draws the attention of respondents. 42%
of respondents have influenced by price. The second factor is product which draws
the attention of respondents. 34% of respondents were influenced by products.
Page 76 of 82

SUGGESTION
Page 77 of 82

SUGGESTION

 
 Use the type of advertisement which have more visual and audio features


 Use movable advertisements which get more attention than the

immovable advertisement.


 Accurate level of information must be provided according to the product.



 Effect of online advertisement can be improve by providing offers like price

reduction, guaranty.


 Advertisement must be attractive and noticeable. Attractive advertisement can

capture the attention of consumers
Page 78 of 82

CONCLUSION
Page 79 of 82

CONCLUSION

The study entitled “Effectiveness of online advertisement in creating consumer’s

buying behaviour among youth” made an earnest attempt to ascertain the
importance of online advertisement.

The study help to assess the effectiveness of online advertisement on buying

behaviour among youth. It is concluded that the advertisement effect the youth as
compared to the other category of people. The price and product design is the most
important factors which draws the attention of youth.

The advertisements with more visual treat can attract large number of respondents.
Page 80 of 82

BIBLIOGRAPHY
Page 81 of 82

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Websites

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