Effectiveness of Online Advertising
PROJECT STUDY
ON
EFFECTIVENESS OF ONLINE ADVERTISING
[pic][pic]
Submitted By
Aashima Malik
ACKNOWLEDGEMENT
I would like to take this opportunity to thank all the people who have helped me in the fulfillment of this project study.
First and foremost I would like to extend my sincere thanks to Mr. Nitin Mantri, my mentor, whose guidance and supervision helped me fulfill my individual research paper. His contribution has been immeasurable.
I would also like to thank my friends who were extremely supportive throughout this period – I cannot thank everyone enough.
MENTOR’S INTERFACE
I, Nitin Mantri, certify that Aashima Malik, student of Advertising & Public Relations 2009-2010 has completed her Individual Research paper on Effectiveness of Online Advertising under my guidance.
(Nitin Mantri)
Date:
TABLE OF CONTENTS
1. Executive Summary
2. Introduction & Backgrounder • What is online advertising • Types of online advertising • Growth of online advertising in India
3. Some Online Campaigns • Virgin Mobile • Cadbury’s Perk • Aircel saveourtigers • Tata Indicom •
4. Research Design • Objectives • Research Methodology • Target segmentation and profile • Sample size break up
5. Major Findings
6. Annexure • Questionnaire copies ( 2 copies) I. Online Agencies II. Consumers • Bibliography
EXECUTIVE SUMMARY
The project taken was on the effectiveness of Online Advertising. Online Advertising in India is still in its nascent stage. This study called for an in-depth analysis of the present day scenario of online advertising in India and the challenges faced by this industry. The study shows that there are a number of factors that are advancing the market of online advertising in India. Growing internet user base, increasing time spent on the internet, broadband penetration into the households and
ON
EFFECTIVENESS OF ONLINE ADVERTISING
[pic][pic]
Submitted By
Aashima Malik
ACKNOWLEDGEMENT
I would like to take this opportunity to thank all the people who have helped me in the fulfillment of this project study.
First and foremost I would like to extend my sincere thanks to Mr. Nitin Mantri, my mentor, whose guidance and supervision helped me fulfill my individual research paper. His contribution has been immeasurable.
I would also like to thank my friends who were extremely supportive throughout this period – I cannot thank everyone enough.
MENTOR’S INTERFACE
I, Nitin Mantri, certify that Aashima Malik, student of Advertising & Public Relations 2009-2010 has completed her Individual Research paper on Effectiveness of Online Advertising under my guidance.
(Nitin Mantri)
Date:
TABLE OF CONTENTS
1. Executive Summary
2. Introduction & Backgrounder • What is online advertising • Types of online advertising • Growth of online advertising in India
3. Some Online Campaigns • Virgin Mobile • Cadbury’s Perk • Aircel saveourtigers • Tata Indicom •
4. Research Design • Objectives • Research Methodology • Target segmentation and profile • Sample size break up
5. Major Findings
6. Annexure • Questionnaire copies ( 2 copies) I. Online Agencies II. Consumers • Bibliography
EXECUTIVE SUMMARY
The project taken was on the effectiveness of Online Advertising. Online Advertising in India is still in its nascent stage. This study called for an in-depth analysis of the present day scenario of online advertising in India and the challenges faced by this industry. The study shows that there are a number of factors that are advancing the market of online advertising in India. Growing internet user base, increasing time spent on the internet, broadband penetration into the households and
Bibliography: 2 Study on Online Banner Advertising in India by IMRB for IAMA (August 2008) RESEARCH DESIGN