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Internet Marketing Relevance and Consumer Attitudes toward Internet Advertising

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This paper discusses internet marketing relevance and investigates antecedents of consumer attitudes toward Internet Advertisement. The analysis is based on a consumer survey conducted in India as well as other countries. For this purpose, a representative quota sample of Internet users in India has been interviewed. The finding of this study provides marketers with an understanding of consumers, their attitude toward advertising, so designers and marketers can better strategize their advertising designs.
Internet advertising, aka Web advertising or online advertising, is a fast growing business. It has already proved to be significantly important in digital economics. For example, it is vitally important for both web search engines and
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Mostly data for this survey was collected from Internet users among students, employees and entrepreneurs in India in summer 2011. A purposive sample was recruited with the assistance from professional survey research companies. Overall, 190 questionnaires were collected from employees, one hundred ninety two from entrepreneurs, and one hundred ninety six from the students. This sample is considered a representative of the population. Pilot study was also conducted to test the validity and reliability of the research.
Over the years Internet advertising, aka Web advertising, is a fast growing business. Plus, “online advertising”, also called Internet advertising, uses the Internet to deliver promotional marketing messages to consumers. It has already proved to be significantly important in digital economics, for example, “it is vitally important for both web search engines and online content providers and publishers because web advertising provides them with major sources of revenue”. Its attendance is increasingly important for the whole media industry due to the influence of the Web. For advertisers,
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