MYTHS OF ONLINE ADVERTISING IN THE INTERNET ERA-A LITERATURES REVIEW

Dr. K. Pongiannan; Ms. R.Sasikala; Mr. S. Sivaneswaran

Volume : IV, Issue : I, January - 2015

MYTHS OF ONLINE ADVERTISING IN THE INTERNET ERA-A LITERATURES REVIEW

Dr. K. Pongiannan, Ms. R. Sasikala, Mr. S. Sivaneswaran

Abstract :

The term �online advertising� refers to all sorts of banner, e–Mail and keyword advertising on the websites such as Face book, Twitter, Google, etc. The online advertisements presents the advertisement copy in an animated way in a stylish form including both text and images in an interactive manner. With the advent of technology and rapid increase in online usage for the day–to–day life of each and every individual, the growth of online advertisement has also increased dramatically. The common examples of online advertising includes advertisements displayed while searching on the search engine result pages, banner advertisements, pop–ups and pop–down advertisements, social network advertising, interstitial ads, e–mail marketing, etc. Thus, the most important advantage of the advertising on the Internet is that the internet advertising is available 24 hours a day, 365 days a year and therefore the internet users can access advertising on internet at anytime from anywhere in the world. Since the attitude and beliefs of the respondents are subject to change based on their demographic variables, many researches were conducted to know the attitude towards online advertising. This paper critically examines the general opinion about the online advertising, the different forms and some hidden myths about online advertising in the revolutionary era of Internet.