Abstract
This research aims to find the Impact of Online Advertising on Consumer Buying Behavior during COVID-19 in Chennai. As lockdown restrictions were announced people stayed in their houses, so we turned to our smartphones and social media to connect with friends and families. We’ve spent more time online speaking to friends, but we’ve also spent more time with online advertising. The research is to examine the online advertisements have the potential to influence consumer purchase decisions. The result of the research helps the advertisement agencies to understand which social media platform consumers prefer the most and which advertisement appeal motivates the consumer to influence a purchase decision. The finding of the studies will help brands to understand consumers buying behavior and can deliver the value which consumers are expecting from them brands.
Introduction
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 toward defining markets through unique and useful applications. Online advertisements refer to using websites and other online platforms as an advertising tool. It adverts on the Internet. In online advertising, ads of a particular brand appear on the screens of online laptops, desktops, tablets, smart TVs, and smartphones.
Online advertising is also known as Internet advertising or Digital Advertising. A major advantage of online advertising is the quick promotion of product information without geographical boundary limits. A major challenge is the evolving field of interactive advertising, which poses new challenges for online advertisers.
Online advertising plays an important role to affect consumer preferences, build a positive consumer attitude and influence their purchase decisions about the products/services offered in advertisements. Online ads are increasingly appealing marketing communication tools to reach targeted consumers in different ways and different locations.
History of Advertising
The evolution of advertising has experienced some major milestones over the years, as it’s had to adapt and change to suit new mediums and audiences constantly. Most significantly, it’s become much more personalized throughout history. The one medium that’s had the biggest impact on the history of advertising and advertising personalization is the internet, and its ability to collect billions of data points on users. For starters, Facebook alone has 98 personal data points on its 2.2 billion users, totaling 215.6 billion data points.
Even more impressive is Google. Between the company’s seven unique products with over 1 billion monthly active users each, Google collects enough personal data from its users over one year to equal 569,555 sheets of paper. If printed and stacked, this would measure more than 189 ft. tall.
Starting with the pre-internet days, the timeline below shows how it has changed since the beginning. Then, a deeper look at how online advertising has completely revolutionized the practice in recent decades.
Evolution of Advertising : Very Beginning
Although the very first signs of advertising are said to date back to the ancient Egyptians’ steel carvings in 2000 BC, the first print ad was published in 1472 when William Caxton printed ads for a book and tacked them to church doors in England.
Fast forward to 1704, the first newspaper ad was published in the U.S.: Then, in 1835, the first U.S. billboards displayed circus posters measuring over 50 sq. ft. Sears was the first company to focus more on personalization by advertising through direct mail. When they launched their massive direct mail campaign in 1892 with 8,000 postcards, it produced 2,000 new orders. Then came the “Golden Age,” where advertising personalization began to take off even more.
The “Golden Age of Advertising”
Advertising became a whole movement when it came to radio and television in the early 1900s. Since it was speaking to people directly through their radios and TVs, it felt more personalized. Advertising first hit the radio in 1922. Radio host H.M. Blackwell created his own “indirect direct” method — a 10-minute talk about the virtues of living a carefree life at the Hawthorne Court Apartments in Jackson Heights, Queens. The cost for a 10 minute time slot was $50. Personalization took another big leap in 1930 when Rosser Reeves introduced the idea of a unique selling proposition. Since a USP (aka unique value proposition) describes how your business will solve a customer’s problem, it should be very specific and highly personalized to differentiate your brand.
Types of Online Advertising
- Search Engine Marketing
- Email Marketing
- Social Media Ads
- Organically
- Paid
- Display Ads
- Native Advertising
- Video Advertising
- Web Push
- Mobile Advertising
Components of a Project Report
A project report varies according to the MBA final year project course at top colleges, depending on the consequences and the requirements of the concerned project. But broadly, a project covers the following components:
- Title page
- Table of contents
- Introduction
- Background of the project
- Project objectives
- Methodology
- Results
- Discussion and Analysis
- Conclusion
- Bibliography or references
- Appendices
Project Report Pages : 80
Can be used in : Marketing Final Year Project
Delivery Time : Within 2 hours.
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