EFFECTIVENESS OF ONLINE ADVERTISEMENTS IN RECALLING A PRODUCT

Abstract

There has been a tremendous growth in Internet penetration in India during the past 10 years, things for which there was a whole day invested can now be done in few clicks thanks to the power of Internet. Looking at the immense opportunity, businesses have made this a good platform to advertise. The growing area of interactive advertising presents fresh new challenges for advertisers, who have adopted interruptive strategies. This paper explores various online advertisement factors that motivate consumers to recall a product or service by an online advertisements. Effectiveness of an online advertisement cannot be analyzed with a mathematical or empirical formula, some advertisers also argue that advertising efforts go in vain, but every advertiser is keenly interested in measuring or in evaluation of ad effectiveness for increasing the overall success rate. The basic objective of measuring advertising effectiveness is to prevent costly mistakes and to predict the relative strength of alternative advertising strategies and to increase their effectiveness and efficiency by increasing the recall of a product or service. In measurement of advertisement effectiveness, feedback always play an important role, even if it costs some extra expenditure to the advertiser. Communication-effect research on advertising not only helps advertisers assessing the customers ability to recall a product or brand advertisement but also reveals little about its sales impact. Advertising's sales effect is generally harder to measure than its communication effect. A memorable online advertisement can offer many advantages to the brand in terms of sales and revenue. The objective is to identify the factors of online advertising that make customer to recall the product advertised and to find out the ability of online advertising of product in building the recalling ability of customers and influencing the purchase pattern. This paper studies the various online advertisement variables that motivate consumers in recalling an online advertisements of a product or a brand. The results discovered that motivation and price are the two most effective factors that enhance the viewers ability to recall a product or service by an online advertisement. The study showed sufficient evidence that the respondents agreed that animated advertisement has high recollection ability.