Professional Documents
Culture Documents
LOKESH.K
Reg.No-05XQCM6041
Under the guidance and supervision
Of
Prof.B.K.Ramaswamy
M P Birla Institute of Management
Bangalore
of my own research work carried out under the guidance and supervision
Management, Bangalore
I also declare that this dissertation has not been submitted earlier to any
Place: Bangalore
Date: (LOKESH.K)
Bangalore.
Date: Principal
Date:
me for my project.
the Information required and the guidance throughout the project without
I would also like to sincerely thank all my lecturers and my friends for
Place: Bangalore
Date: (Lokesh.k)
Statement of Problem
Objective of the Study
Limitations of the Study
Review of literature
4
Methodology 18-20
Research Methodology
Sampling Technique
Sample Description
Sample Size
Instrumentation Technique
Data Collection
Tools Used
Other Software Used for Data Analysis
5 Industry and Product profile 21-33
Here the Hypothesis Testing is done with the help of the Chi-
square test, this is to test the relation ship between the two attributes.
Here the attributes are Features and Effectiveness of Online
Advertisement.
With the critical Analysis and Interpretation the Suggestion’s are drawn
on how to improve Online Advertisement in order to attract much of the
viewership and to increase the purchasing efficiency and also to improve the
methods of online advertisement.
Finally a conclusion, where the briefing and the topic aspects is been
given with few suggestions, finally concludes the Project Report.
Advertising has faithfully served the print industry for 200 years, and was
applied to the Internet with every expectation of success. Web advertising
began with Center and Siegegl’s in famous Green Card Lottery message on
the Usenet site in April 1994 and was followed in October by advertising
placements for AT&T, MCI, Sprint, and Volvo on Hot-wired and finally the
idea caught on. The Advertisement grew in sophistication, and today there
are Static, rotating, scrolling, animated, flash and interstitial banner ads all
which are designed to generate traffic, increase brand awareness and
generate leads and sales.
4. Broad and flexible reach - While the Net cannot yet match
television's market penetration, the size of the online audience is growing very
quickly. More importantly, because you buy online ads by the impression, you
can buy as much or as little of that audience as you desire. And that's true no
matter how popular or specialized the site on which your ads run- as a rule,
advertising costs depend on how many impressions you buy, not on the size
of a site's audience.
Graphics & the visual elements also play an important role in the users
decision to stay or leave. Use of creative concepts, colors, movement &
sound enhance the chances of the user staying longer on the site.
In addition to all this the creators of web sites & on line advertising
must take into consideration the factors like
a) How fast does the site download,
b) How easily navigable the site is,
c) What is the domain name,
d) What are the other publicity & advertising activities which building
traffic to the site?
If all such parameters are considered while selecting the web sites for
online advertising, the impact of such advertising will definitely be felt. Online
advertising is one medium, which helps to generate awareness about the
brand being advertised, it can help in creating an image, it helps in educating
the audience and also builds interactivity & direct response. No other
traditional medium has the ability to give all of this.
We are still at the experimental stage but many clients have already
started allocating a budget towards online advertising & web is being
considered not only as an advertising medium but also as a marketing tool.
Hence online advertising, though slow to take off, will definitely be a medium
of the future.
8
7
6
5
4
3
2
1
0
2000 2001 2002 2003 2004 2005
Disadvantages of Internet
6. Poor reach: - While the Internet numbers are growing in leaps and
bounds, its six is still far behind that of television. As a result, interest
companies have turned to traditional medium to achieve reach and
awareness goals. In addition statistics says that only a small percentage of
sites on the Internet are captured and that the top 50 sites listed account for
95 percent of the site visited.
Lead times for implementation are Lead times are virtually non-existent
substantial
Internet is one of the important mediums that own all kinds of features,
which implies a great potential and powerful advertising medium in the future.
In addition, Internet has a better impact than traditional media in the features
only medium so far which owns the feature of interactivity. That creates lots of
1. The sample size is limited to 100 Internet users hence the result of the
study cannot be taken as universal.
2. Findings of the survey are based on the assumption that the respondents
have given correct information.
3. Since the respondents had to fill the questionnaire while busy with their
hectic schedule, many people were reluctant to answer.
4. The study was conducted only in Bangalore City and therefore, several
other potential samples outside the city were neglected
Purpose:
Methodology
“It is a basic plan, which guides the data collection and analysis
phases of the project. It is a frame work, which specifies the type of
information to be collected, the resources of data collection procedure.”
- Thomas Kinnear
Research design is the strategy for a study and the plan by which the
strategy is to be carried out. It specifies the methods and procedures for the
collection, measurement and analysis of data. Unfortunately, there is no
simple classification of research designs that covers the variation found in
practice.
Sampling Method
Primary Data
Secondary Data
¾ Magazines
¾ Website
¾ Journals
Sample Size
Collected data was Analyzed and tabulated with the help of MS Excel
and then they have been presented in the tables and Graphs in this report.
These are the basis for drawing the appropriate conclusion for this project.
Areas Covered
BTM Layout
Jayanagar 4th Block
Koramangala
- Leo Burnett
They may be new concepts right now but will be most essential part
of business world in near future. In fact, the future we are talking about is
already here! And to survive in this cutthroat competition, sooner your
organization enters cyber world, better - because in cyber world, it's always a
one-way traffic, no looking back but just zooming ahead - at lightning speed!
These are small rectangular graphic images that usually have a call to action
(Like "Click here"). These banners are placed on other high traffic web sites
like Yahoo, AOL etc so as to get an opportunity To See (OTS). They can be
placed at the top or bottom of a page. Or anywhere you like them to be.
Interstitial
Inline Advertisements
Inline ads provide a way for sponsors to generate leads or deliver rich brand
building messages. Similar to print adversarial, inline ads integrate within site
content, ensuring that a site visitor will see them for sure. Example: When you
search using Metacrawler and get results, you will see such inline ad in-
between search results.
Website sponsorships
Classifieds
Similar to classifieds in the real world, advertisers in Cyberspace can pay for
their advertisements to be listed in online classifieds. From products and
services to headhunting and matrimonial, any subject is covered.
Chat is a service available on the net for two or more people to converse with
one another through their keyboards. Companies that offer these chat
services for free, earn their revenue from advertisements that are displayed to
everyone using these chat services.
So, Web marketing and e-Business, both are new concept of doing the
business and are inter-combined and are irreplaceable part of the cyber
world.
The Government has taken key initiatives over the past few years to create
an environment that is conducive to E-commerce activity. These include the
following
The Advertiser should also consider the type and number of pages of
their site that visitors look at during a single visit. Are more pages better?
When visitors first arrive and are investigating the depth and breadth of the
offerings, more pages is good. But if they are trying to solve a problem by
slogging through the quagmire of your section of "frequently asked questions"
pages that are intertwined like the roots of swamp trees, more is definitely not
merrier.
The researcher, the comparison shopper and the buyer all have their
own traffic patterns, and it’s up to you to serve them according to their needs.
If people are always clicking from the product page to the warranty page and
back, it’s good stewardship to put the pertinent information on the product
page and save them a click. Watch where they go and then do what you can
to make their way easier next time.
Identifying prospects
Testing of hypothesis
Chi-square Test
Null Hypothesis: H0
Significance Level:
The critical probability in choosing between the null and alternative
hypothesis. The exact level of significance is largely determined by how much
risk one variable is willing to take and its effect on the other variable.
Degree of Freedom:
It refers to the number of observations that can be varied without
changing the constraints or assumptions associated with a numerical system.
TABLE – 6.1
Total 7.17
From the above calculated table it is clear that the Calculated value is
7.17 and the table value at 5% significant level is 16.92 so this states that
accept the Null Hypothesis
Gender No Of Percentage
Respondent
Male 67 67%
Female 33 33%
Total 100 100%
As observed from the given table and Graph the sample constitutes of
67% male respondents and 33% female respondents. There is a quite a lot of
difference between the number of males and females in the sample.
In near future the percentage will definitely increase with the increase
in the Female E-awareness.
GRAPH No-6.1
Number of Respondent
33%
Male
Female
67%
20-25 35 35%
25-30 35 35%
Above 30 10 10%
TOTAL 100 100%
As it can be observed from the given table, the major portion of sample
(35 %) is constituted of people in the age group between 20-25 years, and
also a portion of sample i.e. (35 %) of respondent are in the age group
between 25-30 years, (20%) of the respondent are in the age group below 20
years, and the rest (10%) of the respondent are in the age group of above 30
years.
This states that the advertisement should target more of the Young
netizens to increase the awareness of their products or services which in turn
increases their sales revenue.
10%
20%
Below 20
20-25
25-30
35%
Above 30
35%
Student 40 40%
Employee 25 25%
Self Employed 25 25%
Others 10 10%
Total 100 100%
As seen from the above table and chart, majority of the respondent (40
percent) are college students, (25 percent) are engaged in business. (25
percent) are employees of various sectors like IT Professionals Charted
Accountants, Lawyers, College Professor. (10 percent) are others constituting
housewives & children.
This shows that mainly college students are interested in browsing. So
it is preferable for the Advertiser to concentrate mainly on the College
Students to promote their Ads and influence them in increasing their sales
Activities.
10%
Student
25% 40%
Employee
Self Employed
Others
25%
From the above table and graph it is clear that 47 respondents browse
weekly twice, 42 percent spent less than one hour. 29 percent of the
respondent spend one hour to two hour. 18 percent of the respondent spent
two hour to three hour and 11 percent of the respondent spent more than
three hours in browsing.
GRAPH No-6.4
45%
40%
35%
30% Weekly Twice
25% Weekly Once
20% Fortnightly
15% Nonthly
10%
5%
0%
Less 1hr - 2 2 hr – 3 more
than 1 hr hr than 3
hr hr
Particulars Checking
Online Ads
Yes 55%
No 45%
Total 100%
From the Data collected, all the Respondents are aware of online
Advertisement while only 55% of the respondent check the Advertisement
displayed on the Web and the rest of 45% do not check many of the
Advertisement displayed on the Net. So if the Ads are such that with creativity
and informative even those 45% can also be converted and included in the
55% list.
GRAPH No-6.5
70%
60%
50%
40%
30%
20%
10%
0%
Yes No
Reasons for
Checking Percentage
Advertisement
Purchasing 22%
Entertainment 35%
Financial loans 14%
Academic 9%
Jobs 20%
As observed from the Above table and Graph it clearly indicates that
main aspects of surfing the web is for Entertainment purpose which comes to
35%, followed by Purchasing i.e. about 22%, jobs related sites which is nearly
20%, Only then comes of the respondent. Finally Academic and jobs with
9%and financial loans 14% respectively.
This clearly indicates that even if the Respondents are aware of online
Advertisements they view mainly for entertainment than for Purchasing of the
Products or Services.
Advertisement
Purchasing
Entertainment
Financial loans
Academic
Jobs
SITES
Rank 1 Rank 2 Rank 3 Rank 4 Rank 5
Yahoo 72% 6% 3% 0% 0%
From this statement and Graph it is clear that most of the Respondent i.e.
(72%) of them has stated that yahoo is the best in providing all sorts of
information and in providing Advertisements together with services on Net,
followed by Rediff with (12%) and Sify with (10%) Then comes MSN with
(6%) and Finally most of the Respondent has rated Indiatimes in last
category.
This analysis provides the information that most of the viewers prefer
yahoo so it is preferable for the advertiser to place his ads in this site, If not
the advertiser could go for Rediff which is Ranked 2nd, and other sites are less
preferred compared to these top two sites.
80%
70% Rank 1
60%
50% Rank 2
40% Rank 3
30%
Rank 4
20%
10% Rank 5
0%
o
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ff
SN
es
ho
di
Si
tim
Re
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Ya
ia
d
In
Particular No Of Percentage
Respondent
YES 47 47%
NO 53 53%
GRAPH No-6.8
43% YES
NO
57%
Particulars Percentage
CD's & Cassettes 28%
Travel Booking 21%
The table shows that 28% of the respondents purchased CDs and
cassettes online followed by travel booking with 21% and books and
magazines which comes to 18% and then followed by mobile phones which is
around 14 % followed by software and computer peripherals with 12% and
7% respectively.
From the Above table it clearly shows that product and services
purchased online are not costly.
7%
12% 28%
CD's & Cassetes
Travel Booking
Book's & Magazin
14% Mobile Phones
Softwares
Computers
21%
18%
The above table indicates that the number of respondent who has not
purchased through Internet are 57 out of which 23 are male. 78% of male
prefer to purchase on line and 22 % of them do not prefer to purchase online.
Continued by 34 female who has not purchased through the Internet. 76 % of
the female preferred to purchase online and 24 % of the female do not prefer
to purchase from Internet.
The above analysis clearly shows that even though the number of
respondents who has not purchased through the Internet are more, but would
prefer to do so in the future, there are very few percentage of people who do
not prefer to purchase online. so there seems to be an opportunity that has to
be tapped.
40
35 34
30
26
25 23
MALE
20 18
FEMALE
15
10 8
5
5
0
No of Prefer to Donot Prefer to
Respondent Purchase Purchase
Privacy 3 23%
High Risk 2 15%
Registration Process 4 31%
Total 13 100%
The above table states the reason why numbers of people do not
prefer to purchase through Internet. Which clearly shows that Safety is the
main reason with 31%, followed by privacy with 23%, high risk and
registration process with 15% and 31% respectively.
Registration
31%
Process
23%
Privacy
31%
Safety
Particulars Percentage
Yes 36%
No 48%
Sometimes 16%
From this analysis the advertiser even though has less of response or
feedback, he can take heart from the fact that 36% of them respond mostly
while 16% respond sometimes this gives a target customer of 52% who show
some positive signs
16%
36%
Yes
No
Sometimes
48%
From the above table we understand that most of the people do not like the
questionnaire form of ads (10%), while most of them preferred ads that run
through on the top or bottom of the site while they are browsing, flash ads
(30%) were the next preferred followed by pop-ups (26%).
GRAPH-6.13
35
30
25
20
15 flash ad
pop ups
10
questionnaire
5 Ads that run through
0
Ads that run
questionnaire
flash ad
pop ups
through
This study was conducted with a view to know that whether Online
Advertising is effective. It has been observed that there are many factors,
which effect this statement of Problem like Occupation, Age, life style social
factor, For this purpose a structured questionnaire had been designed and
analysed. After analyzing the data the following factors have been found out
as major causes for the Online Ads Effectiveness
¾ The percentage of Male browsing the net are more than that of Female
¾ Most of the internet users are in the age group of 20-30years with 35%
which indicates that youngsters are using more net than that of the
other community.
¾ Most of the student community use internet more than that of the other
occupation as it is a means of entertainment so the advertiser should
target the student community to influence their effectiveness
¾ Almost 60% of the people who browse the Net check t online Ads while
browsing only if they are interesting and informative
¾ Internet with such high penetration still 53% of the respondents have
not purchased any products or services online
¾ Most of the respondents who have purchased online have not involved
themselves in purchasing frequently and even the cost of the purchase
is also too low where it do not involve much risk.
¾ Use of multi-media
As we have seen the potential for banner and Internet ads, informative
and creative ads are also preferred therefore hot new designs and innovative
sales concepts should be developed. Obviously, the biggest bridge to cross is
download time. If a little radio-like audio message that plays from your site
upon a click of mouse or a T.V-mini commercial that plays at your banner on
click of a mouse, it will be much more effective and interesting.
Interactive banner designs can be used wherein the client can print
out a product sheet from the banner itself, order a product through a secured
order form on the banner itself, click which button he prefer and be directed to
a specialized product marketing page.
¾ Free offers
¾ Target Audience
Keep your target audience in mind. Business people aren't going to
have the time or inclination to participate in game-type ads. On the other
hand, teenagers love them. If your target group is younger people, games
might be the thing for you. Design your ad to meet the preferences of your
target customer.
¾ Include statistics
When you make a sales claim, back it up with information, including
statistics. You might say, "Our saucepans have a non-stick coating that's
guaranteed for life. In actual, in-home testing, food did not stick to our
saucepans 98.3% of the time."
As you surf the Web take note of information that supports your
advertising claims. Surveys, research, reports, testimonials, etc. can all
provide valuable information that could move a customer from the point-of-
decision to the point- of-purchase.
Few tips that will help in making a connection with the clients:
3. Know your target audience very well. This is the only way you will be
able to communicate with them on a personal level.
Customers will feel an attraction to copy that reaches out specifically to them.
In a world where most advertisers are speaking to the masses, be sure to
give yours an advantage by speaking personally to those you wish to do
business with.
NAME :
1. AGE GROUP :
Below 20 20-25
25-30 Above 30
2. Occupation :
Yes No
Yes No
Yes No
Purchasing Entertainment
Jobs Others
Yahoo Rediff
Indiatimes Sify
msn Others
Yes No
Yes No
Yes No
20. Does the Online Ads interfere in your work while browsing
Yes No
21. Have you made any purchases after seeing these Ads
Yes No