A study of factors of Online Advertising affecting Recalling of a Product/Service in Delhi

Abstract

Advertisers are spending millions on Online Advertising in today?s time than TV, print ads and other traditional advertising media. With the rapid technological growth, the internet is becoming an important one stop point for the internet users in meeting most of their needs and wants such as communication, entertainment, shopping, information search etc. The present study examined the factors of Online Advertsing affecting recalling of product/service by conducting a survey in New Delhi on internet users. The study also investigated the attitude of consumers towards online advertising the target population was the internet users of new Delhi. The study used convenient sampling technique to select 244 study respondents. The primary data was collected using questionnaire. Further data was analyzed using SPSS 16.0. Factor Analysis and percentage was used to show the relationships among the variables. The study found that consumers have positive attitude towards online advertising as found it to be informative. The study found out that consumers recall of a product/service is affected by Entertaining and Price value advertising, Ad duration emphasizing usefulness, Repeated informative and appealing advertising and Interactive value providing interesting advertising of Online Advertising. The study recommends that in order to be competitively edged and to increase their market share, the advertisers need to invest heavily in creativity and innovation that leads to effective reach and coverage of Online advertising reduces congestion .Also, they should focus on customer as one important asset and brand image to be a leader.