European Journal of Scientific Research - EuroJournals

286 Muhammad Nawz Mahsud, Muhammad Ijaz Ahmed and Ishtiaq Ahmad Chaudhry
Table 1.7: Effects of Internet Banner ads
Over all Male Female
Natural
Sciences
Social
Sciences
Masters
Students
Bachelors
Students
Appearance
Very Often 56.7* 63.3 50.0 50.0 61.0 55.0 58.4
Some what 38.3 30.0 46.7 45.8 33.4 38.3 38.3
Never 05.0 06.7 03.3 04.2 05.5 06.7 03.3
Techniques
Very Often 45.0 53.4 36.6 43.7 45.8 41.7 48.3
Some what 48.4 36.6 60.0 50.0 47.2 50.0 46.6
Never 06.6 10.0 03.3 06.2 07.0 08.3 05.0
Message Display
Very Often 48.4 45.0 51.7 54.2 44.5 51.6 45.0
Some what 45.0 51.7 38.3 41.6 47.2 41.7 48.3
Never 06.6 03.3 10.0 04.2 08.3 06.7 06.7
N: 240 120 120 96 144 120 120
*: Figures in the table show percentages.
In response to one another research question that to what extent the appearance of banner ads
positively effect, most of the users are of the view that the same is very often positively effect them,
however, male users, students of social sciences, and under graduates little more of the opinion that
that the same ad appearance effect them very often (table 1.7). The results further reveal no significant
difference between the users’ perceptions about using various techniques of the ad and the display of
message about any advertised product.
60
50
40
30
20
10
0
Figure 1.10: Rating of Advertising sources
A B C D E F G
Print Media Radio Television Internet Out of Home advertising
A Over all, B Male, C Female, D Natural Sciences, E Social Sciences, F post graduates, G under graduates
The users’ perceptions about the most credible advertising medium illustrate that significant
majority of the users are of the view that television and the Net are first and second most credible
source of advertising compared to other type of advertising sources respectively.
Internet Banner ad. The over all responses to the question asked about the information provided by
an Internet banner ad give us a view that over all 50.8% students has given positive response and
49.2% say no. There is significant different in case of males and females respondents. 55% male give a
positive response whereas, 45% are not in this favor. The responses of female are also notable, as
46.7% females show a positive response and 53.3% say “no” in their answers. The percentage of the
students of natural sciences who responses positively is 44% and 56% say “no”, and 55% of the
students of social sciences say that Internet banner ad gives complete information and 44.4% are not in
the favor. Further, the students are also divided in masters and bachelors category. 55% masters’
students say “yes” to the question and 45% say “no”. Bachelors’ students replied with 46.7% in the
favor and 53.3% say that Internet banner ad does not give complete information about the advertised