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Attitude Towards E-Advertisements: A Factor Analytical Approach
Authors: Dr.Sunil Londhe, Dr.Devendra Ramteke,
Number of views: 388
ABSTRACT: Consumer attitudes toward
advertising in general have long been a focus of
research (see Mittal, 1994; O’Donohoe, 1995; Pollay
and Mittal, 1993; Zanot, 1984; Zanot, 1984 for
reviews. Advertising influence the consumer’s
exposure, attention and reaction to individual ads (
Alwitt and Prabhakar, 1992; Alwitt and
Prabhaker,1994) through a variety of cognitive and
effective process. Online advertising is a marketing
strategy that involves the use of the Internet as a
medium to obtain website traffic and target and
deliver marketing messages to the right customers.
Since the early 1990s there has been an exponential
increase in the growth of online advertising. It is best
and very effective tool to maximize visibility, drive
traffic to the company’s website, increase the sales
and build a solid brand in the process. It is beneficial
for both seller and buyer. Because a seller uses this
method to promote his product all over the world
and through internet he can easily explain the price,
usability, and benefits of a product. Buyers, who
come to the site, get information about the various
products from these ads and can select according to
their wishes. E-advertisements acts as a catalyst for
On-line shopping. Companies are en-cashing this
opportunity and using e-space to showcase and
promote their brands. Internet advertisements
suggests products and services by various mode
like Banners, Pop-ups, coupons, reward etc. It’s a
win-win situation for both the company as well as
the customer. Sometimes continuous bombardment
of advertisements results in negativity also. This
paper is an effort to study the various factors that
result in the attitude building of the customers with
the help of e-advertisement. The place selected for
this paper is respondents from Maharashtra. It
explores the role of demographic variables in attitude
building of the customer towards the advertisement.