How Effective an Internet Advertisement Is, as a Persuasive Tool

Science Communication Project How effective an profit advertizing is, as a persuasive tool in impacting the mind of profits user of Varanasi This project is to get an overall descry and delineation to the diligence and its working environment. It enhances and boosts the morale of the researcher. Most of the program is meant for the personality development of the researcher and basic motive is to provide accessibility to practical k no. directge and exposure to practical professional life.Therefore to make aw are of real life in working situation, every Journalism and Mass dialogue student of BHU has to suffer research project as a class work performance under the proper guidance of professors and professional man successionrs, which give him or her a better understanding of environment. This project is helpful in accounting for as experience, which would prove very beneficial to create a future endeavor. This is gist of my hard work and deep involvement with the work allot ted to me as for the academic purpose to fulfill the requirement of the Journalism and Mass communication student of BHU.In this project, which is given over by the prof Anurag Dave, I found the reading rough pulses of present scenario of the how effective an lucre advertisement is, as a persuasive tool in impacting the mind of net profit user of Varanasi. And ultimately I hope that this survey meet the given expectation and requirement. I prolong tried to draw some conclusion from my observation and have do suggestion and recommendation, which I think shall help the online advertisement companies in solving the problem highlighted by this guide and withal help in accomplishment of the organizational objective.Acknowledgement I Basant Deo Singh student of Banaras Hindu University, Varanasi would handle to convey each and every person who has helped me in the completion of the project. This project has been an aftermath of patient guidance of our project guide Dr. Anur ag Dave, Assistant Professor and Dr Sisir Basu Dr. Sobhna Narlekar subdivision of Journalism and Mass Communication who has helped me with each and every small expound of the topic so that I could understand and go about pile up whatever understood. They were al manners there to short out complications and find favorable solutions to them.I would take this occasion to give my special thanks to them. Without whom I would non have learned the practical application of the course we are studying. This notify has had coope symmetryn of my friends, class mates and my parents who gave us the more or less comfortable and friendly environment, which is necessity for a person to work freely and easily Last entirely not the least I would like to thank faculty at BHU who have always cheered me and boosted my confidence. Table of Contents Contents P duration no. Chapter 1 * Introduction 1 * Statement of problem 3 point 4 * Objective 4 Chapter 2 * Methodology 5 * info gathering 5 * Data analysis 5 Chapter 3 developings 6 Chapter 4 Summary 13 Chapter 5 Conclusion and recommendation 14 Chapter 6 Bibliography 15 * Chapter 7 Annexure CHAPTER 1 Introduction The cyberspace is the most liberating of all mass media developed to date. It is participatory. It is not meant solely to push content, in one direction, to a captive audience, the way movies or traditional cyberspace television did.It provides the greatest array of entertainment and information, on each subject, with any degree of formality, on demand. It is the best and the most trusted consultation of commercial message product information on cost, selection, availability, and suitability, development community content, professional reviews and friend reviews. One of the best channels for promoting brands, products and businesses is profit advertising and it has evolved into one of the most explored new mediums available today. match to the Indian Revenue Service, the Intern et has outperformed all separate diverse media channels in terms of compound annual ontogeny rate (CAGR), with figures reaching up to 37. 3 percent. This is oft higher than the registered festering rate for terrestrial television, at 7. 1 percent CAGR, print media at 3. 7%, CAGR and cinema at only 3. 1% growth rate. The shape of online users in the country is steadily growing. As of 2010, there are 81 million Internet users in India out of the 1. 17 cardinal list populations, for a 6. % penetration rate according to statistics from the Inter kingdomal Telecommunication nub (ITU). These figures will continue to grow rapidly in the coming classs as more operational Internet providers will open up shop and gain more subscribers. In India, the same as everywhere else, the cost for merchandising in traditional forms of mass communication like television, radio and print are very cost-prohibitive in terms of the ratio of cost against market reach. Internet marketing is much mor e efficient as it does not cost usinesses that much to create websites, maintain opt-in lists, and an other(a)(prenominal) online advertising techniques. Traditional advertising media uses a shotgun hit-and-miss approach, while Internet marketing tools are aimed towards more targeted audiences. Internet marketing methods such as pay-per-click, pay-per-action and pay-per-play advertising can solicit response only from targeted audiences expectant advertisers more cost effective advertising displays to market their products. Internet marketing uses more inter active tools that engage consumers in a more in-depth personal manner than traditional passive media.Potential customers can readily provide their comments and feedback, giving familiaritys real- age analysis as to what customers need in tell to better align their marketing strategies. On top of that, Internet marketing tools have better and faster ways of measuring marketing statistics, giving them insights as to what woul d be more appealing to their targeted customers. Internet marketing is made more effective due to word-of-mouth or viral marketing, with much Internet marketing content easily shareable through various favorite favorable networking sites in India such as Orkut, Facebook and Bharatstudent.Such online content can also be shared through blogs and video sharing sites, giving the latent of reaching a wider audience even more. In a report published by the Internet and Mobile Association of India, the average Indian user spends approximately 3. 5 hours a week, or 26 transactions a day, on the Internet and would spend 12% less duration during the weekends. The study also reported that Indian women spend less time on the Internet than men and less so during the weekends. The report also indicates that activities on social networking sites peak by 12% on Fridays.A juvenile survey conducted by research companies in the advertising industry led to estimates that will place mesh advertisi ng revenues close to $428 billion in 2011, a big jump from last years $220 billion revenues. 21 percent of global Internet users now consider online advertising to be more relevant than traditional media such as radio, television, newspapers and magazines. According to a report from eMarketer, spending for online advertising in the United States rosebush by 13. 9 percent last year.Indian companies are now set more confidence in internet advertising and many are ready to commit advertising dollars in this marketing channel for this year and in years to come. The rapid growth of the Internet in the nation as well as the growing popularity of social media networks are make commercial and business advertisers to expand their marketing initiatives to include Internet advertising and take Indian businesses to a whole new level. According to Eric Clemons, Professor of Operations and Information Management at The Wharton School of the University of Pennsylvania.He said that the Internet shatters all forms of advertising. The problem is not the medium, the problem is the message, and the fact that it is not trusted, not wanted, and not needed, he writes. Pushing a message at a potential customer when it has not been requested and when the consumer is in the midst of something else on the net, will fail as a major revenue source for most internet sites. As respondent will neglect the advertisement made. Internet advertising will rapidly2 lose its value and its impact, for conditions that traditional way of advertisement cannot be utilise on net.Reason behind the study was to baffle how internet user is benefited by internet advertisement and what they feel about the advertisement they are exposed on internet. Statement of the Problem Internet advertisement is evolved into one of the most explored new mediums available today and cheaper humour of promoting the product, the rapid growth as well as the growing popularity of social media networks, making business ho uses to use internet advertisement for promoting their product. It becomes necessary to study how internet users impacted from the advertisement they are exposed to, made by these business houses. AimThe study aims to find what features internet user look for, in the internet advertisement how it can be more users friendly and which component part of society (i. e. group of society on the basis of age, education and so forth ) is interested on which type of internet advertisement. Objectives The objective of the study was to * date group of society (i. e. on the basis of sex, age, education, income) interest in internet advertisement * Trace the internet usage pattern of user * Find how internet user respond to internet advertisement and * Find whether internet user trust on ad and feel secure to sight online.Limitations 1. The study is heterogeneous because internet usage of different people is different. 2. It is instead possible that, respondent may not answer honestly. 3. Th e study conducted on small population might not represent the actual problems immanent in the society as a whole. 4. Only consumer perspective has been taken, view of advertiser has not been considered while doing the study. 5. Time and money was also the constraint. CHAPTER 2 Methodology Design The research is on the survey-based design. Reporting of Data The selective information is in quantitative form. * VARIABLES Divided into four divisionalization and each section have different sub-sections. Each section dealt with the variables of respective objectives. Section A Deals in Demographic analysis of society Section B Deals in internet usage pattern Section C Deals with how users respond to internet ad Section D Deals in trust and security on ad and online transaction pattern respectively * Sampling The internet user is chosen by Purposive Sampling i. e. , Non-probability sampling method. 60 is the audition size reason behind this is the shortage of time and other res ources. * official document Questionnaire is used as an instrument. RESPONDENTS For this study, respondent was those who use internet. Person were taken from cyber coffee shop and randomly from public who use computer or laptop for glide internet Chapter 3 Findings and Discussion Section A Demographic analysis of society on the basis * Sex * old age * Education * Income The reason behind asking questions related to sex, age, education and income is to support and give center to answer. We can now categories our question according to gender male, female age under 20 or 20-30, 30-40, etc education primary, secondary, graduate or ship graduate and income level (p. . )- under 20000, 20000-30000 etc. We found the below given details- Sex * Male 40 * Female 20 Age * Under 20 12 * 20-30 24 * 30-40 20 * 40-50 2 * 51-60 2 * Over 60 0 Income/p. m. * under 20000 30 * 20001-40000 20 * 40001-60000 6 * 60001-80000 4 Education * 8 2 * 8 _10 4 * 11 & 12 6 * Graduate 30 * P . G. 18 Evaluations of Section A From this section we can conclude, male are more internet friendly than female, more often than not the person who fall under the age group of 20-30 followed by 31-40 age group use internet.I also observed that those who either pursuing or completed higher education find it easy to use internet. I have analyzed that graduate and post graduate person used to transact online. ******************************************************* Section B This section tells about Internet using pattern of individual Online surfing * everyday 32 * once a week 24 * once a month 4 From 32 respondents who use to surf internet daily, among them 25 was male and rest 7 was female. So we can generalize that male are more habitual of et and so more exposed to online ad, Female was more in other two cases 10 and 3 respectively. Per session * 1hr 40 * 1-2 hr 16 * 2