European Journal of Scientific Research - EuroJournals

More documents

Recommendations

Info

European Journal of Scientific Research ISSN 1450-216X Vol.20 No.2 (2008), pp.274-290 © EuroJournals Publishing, Inc. 2008 http://www.eurojournals.com/ejsr.htm The Impact of Internet Banner Advertisements on University Students Muhammad Nawz Mahsud Chairman Department of Communication Studies, University of Sargodha, Pakistan Muhammad Ijaz Ahmed Lecturer in the Department of Communication Studies, University of Sargodha, Pakistan Ishtiaq Ahmad Chaudhry Dean Faculty of Arts, Social Sciences & Law Chairman Department of International Relations & Political Science University of Sargodha, Pakistan Abstract This study explores the University of Sargodha, students’ exposure to Internet banner advertisements and their impacts on them. Total 240 students (120 male and 120 female) are interviewed for the collection of data. The results reveal that all the respondents significantly use Internet frequently for a variety of purposes. The analysis of the students’ exposure to Internet ads and their purchasing trends shows that Internet banner advertisements providing them complete information about the advertised product and also bring favorable change in their attitudes and purchasing behaviors. The findings shows that most of the users think that creative techniques use in Internet ads can play an effective role in promoting the Internet ads. The results further reveal that most of the users are of the view that Internet banner ads provide them complete information about the product, which ultimately lead to favorable attitude toward that brand. It is also observed that more than half of the users take measures to avoid the display of the Internet ads. The findings support the assumption that ‘the more the users exposure to Internet ad, then the more their trend of the product.’ Significance “Advertising is paid, non-personal communication form an identified sponsor using mass media to persuade or influence an audience” (Wells, Burnett and Moriarty, 2006). The advertising messages consist of a lot of variations which include publicity, public relations, product placement, sponsorship, underwriting, and sales promotion. Every possible effective medium is used to deliver these messages: television, radio, movies, magazines, newspapers, the Internet and billboards (www.wikipedia.com). The Internet and the www are receiving increasing media attention, especially from the trade press. Growth is so phenomenal that it is nearly impossible to monitor. Estimates of web users range from 9 to 35 million in the United States (Maddox and Mehta, 1997). The Internet is of course, the major interactive medium. The Internet and the www network of interconnected computers permit the electronic transfer of information, including advertising messages. Millions of people around the world have access to the Internet and to the www. Thousands of advertisers have turned to the Internet as a prospective medium for promoting their brands and transacting sales. The Internet and its www shall
The Impact of Internet Banner Advertisements on University Students 275 provide a medium for the consumer both to interact with the marketer and to transact commercial exchanges (Shimp, 2002). Interactive advertising is define as encompassing all media that enable the user (who no longer is a “receiver” in the traditional, passive model of communication) to control the amount or rate of information that she or he wishes to acquire from a commercial message. The user can choose to devote one second or 15 minutes to a message. He or she is, for all intents and purposes, involved in a “conversation” with the commercial message at a sub vocal level. A request for additional information occurs with the push of a button, the user and the source of commercial information are engaged in a give-and-take exchange of information-intercourse rather than transmission and reception (p.394). As interactivity is one of the major tools of web tool of web advertising that makes it different from traditional advertising. Heeter (1989) used six elements to define interactivity: (a) complexity of choice available, (b) the amount of users must extent, (c) the extent of responsiveness to the consumer, (d) the capacity of monitoring information use, (e) the ease of adding information, and (f) the potential to facilitate interpersonal communication. Steuer (1992) defined interactivity that “the extent to which users can participate in modifying the form and content of a mediated environment in real time” (Roehm & Haugtvedt, 1999). The percentage of advertising on Internet is increasing tremendously day by day. Internet advertising revenues continue to accelerate at an unprecedented rate with a 36% increase for the first half of 2006. First six months of 2006 hits $ 7.9 billion and Q2 (Quarter) exceeds $ 4 billion. Q2 2006 revenues represent a 5.5 % increase over Q1 2006 (www.iab.net.com). Research suppliers were trying to find a measurement and evaluation approach that would provide marketers with the information they needed about customers. By 1996, advertisers were promoting websites using traditional media. Now, online advertising is a world of rich media. Banners pop up into their own browser windows, advertisements appear on screen before the page is finished downloading, advertising interrupts online games and other interactions, and images are beginning to resemble television commercials. Online advertising is quickly becoming more diverse as sites cater to more traditional advertisers’ and search for ways to better meet advertisers needs (www.ciadvertising.org). As Internet is a new medium of modern age and people of different age use it for variety of purposes. The Internet has become the hot new market space. What is clear is that advertisers can no longer ignore this medium. Nearly 60% of the US population, or 165 million people, had Internet access at home as of July 2001. In the same way the growth rate of Internet users in Pakistan has reached to 12 million. The number has grown significantly in the last couple of years with the service providers moving beyond Islamabad, Lahore, and Karachi to reach of the country’s 166 million population (http://www.app.com.pk). Though Conventional advertising media have served advertisers needs for many years, but the reason why interactive advertising is superior to traditional media is, as it provides consumer with virtually full control over the commercial information they choose to receive or avoid (Shimp, 2002). Various commentators have claimed that the Internet as a communication’s medium is versatile than the other media and superior at targeting customers. Interactive advertising is less costly, and potentially more effective than the established media. Individualization and interactivity (the Internet’s two I s) are key features of the Internet and of advertising in that medium, whereas in traditional media there is action but no interaction. Whereas, action involves a flow in one direction, interaction entails reciprocal behavior. This idea of reciprocity generally defines the nature of the new interactive media (pp. 393-94). Internet Banner Advertisements Banner ads remain the predominant advertising vehicle on the web-accounting for approximately 54% of total online advertising revenues (http://www.ciadvertising.org). Banner ads have proven to be the most effective direct marketing tool, producing quantifiable units to which an advertiser can apply readable metrics and make real conclusions with the real numbers about the effectiveness of the campaign. Millward Brown Internationals study proves banner ads have significant and conclusively impact on brand awareness. Further findings also show that single exposure to a Web banner generates
Page 1 and 2:
European Journal of Scientific Rese
Page 3 and 4: appropriate. Manuscripts may be rej
Page 5 and 6: Statistical Approach on the Impact
Page 7 and 8: Un Filtre à Sable Perforé à Alim
Page 17: Un Filtre à Sable Perforé à Alim
Page 20 and 21: Effect of Scaling on the Performanc
Page 30 and 31: The Input of Psychology in Methodol
Page 36 and 37: Effect of Mathematical Games on Nig
Page 46 and 47: Community Norms and Cultural Attitu
Page 56 and 57: 276 Muhammad Nawz Mahsud, Muhammad
Page 71 and 72: European Journal of Scientific Rese
Page 73 and 74: 293 Chandra Putcha 3. Validation of
Page 75 and 76: 295 Chandra Putcha 6. Results The p
Page 79 and 80: 299 Ilhan Meric, Charles W. McCall
Page 81 and 82: 301 Ilhan Meric, Charles W. McCall
Page 83 and 84: Groundwater Pollution in Africans B
Page 99 and 100: 319 Masoud Aliakbar Golkar, Shora H
Page 105 and 106:
325 Masoud Aliakbar Golkar, Shora H
Page 107 and 108:
Reflection of US Policy Towards Pak
Page 109 and 110:
Page 111 and 112:
Page 113 and 114:
Page 115 and 116:
Page 117 and 118:
Page 119 and 120:
Page 121 and 122:
Storage and Cost Efficient Mining o
Page 123 and 124:
Page 125 and 126:
345 L. Mézédjri, A. Tahar Ali and
Page 127 and 128:
347 L. Mézédjri, A. Tahar Ali and
Page 129 and 130:
Toxicokinetic Studies of Cadmium an
Page 131 and 132:
Page 133 and 134:
Page 135 and 136:
Page 137 and 138:
Trade Diversion and Trade Creation
Page 139 and 140:
Page 141 and 142:
Page 143 and 144:
Éfficacité Comparée de Deux Mét
Page 145 and 146:
Page 147 and 148:
Page 149 and 150:
Page 151 and 152:
Page 153 and 154:
Page 155 and 156:
Generic Architecture Based Agent fo
Page 157 and 158:
Page 159 and 160:
Page 161 and 162:
Page 163 and 164:
Page 165 and 166:
Photovoltaic-Stand-Alone Hydrogen S
Page 167 and 168:
Page 169 and 170:
Page 171 and 172:
Page 173 and 174:
Page 175 and 176:
Page 177 and 178:
Page 179 and 180:
399 R. Y. Tamakloe, K. Singh and Cl
Page 181 and 182:
Page 183 and 184:
Page 185 and 186:
Page 187 and 188:
Diversity of a Mosaic Ecosystem in
Page 189 and 190:
Page 191 and 192:
Page 193 and 194:
Page 195 and 196:
Page 197 and 198:
Page 199 and 200:
Page 201 and 202:
421 Cihat Polat strategic managemen
Page 203 and 204:
423 Cihat Polat taken as a ground f
Page 205 and 206:
425 Cihat Polat techniques also ind
Page 207 and 208:
427 Cihat Polat forecasting practic
Page 209 and 210:
429 Cihat Polat show different expe
Page 211 and 212:
431 Cihat Polat advantages through
Page 213 and 214:
433 Cihat Polat Forecasting Solutio
Page 215 and 216:
435 Cihat Polat Table 1: External E
Page 217 and 218:
437 Cihat Polat possible. Thus, com
Page 219 and 220:
439 Cihat Polat within the forecast
Page 221 and 222:
441 Cihat Polat [24] Makridakis et
Page 223 and 224:
Page 225 and 226:
445 Omubo-Pepple V. B, Opara F. E,
Page 227:
447 Omubo-Pepple V. B, Opara F. E,
show all

European Journal of Scientific Research - EuroJournals

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?