Investigating the Impact of Internet Advertising on the Success of a Brand
Chapter One
OBJECTIVE OF THE STUDY
The objectives of the study are;
- To ascertain whether the Internet advertisement is capable of building brand among consumers
- To ascertain whether the attributes of Internet advertisement can help marketers to build a brand among consumers
- To find out the challenges of internet advertising on the success of a brand
CHAPTER TWO
REVIEW OF RELATED LITERATURE
Online Advertising
The emergence of technology has made online advertising the major channel of commercial communication around the world. Advertising is defined as any paid form of non-personal communication of ideas and information about products in the media with the objective of creating brand image (Kotler and Armstrong, 2010). The objective of advertising is to create awareness of a company, a brand, a website, or an event in order to stimulate sales and increase profits. For a long time, television, radio, newspapers, and magazines have dominated the advertising media. Now, online advertising is becoming the driving force in many advertising initiatives and efforts (Kotler and Armstrong, 2010). The Internet consists of globally interconnected computer networks that offer companies inexpensive and convenient tools for advertising and communicating with their customers. This is known as online advertising (Palumbo and Herbig, 1998; Kaye and Medoff, 2001). Various types of online advertisements are available on the Internet. According to Rodgers and Thorson (2000), online advertisements can be in the form of banner advertisements, pop-advertising, sponsorship, hyperlinks, and websites. Although online advertising is an effective tool to reach larger audiences, it is important that advertisers incorporate features to make it more effective. According to Tsang and Tse (2005), online advertising is effective if it is able to generate an immediate response from consumers.
Features of Online Advertising
Multimedia is a form of expression describing elements of online content such as audio, video, and animation (Rosenkrans, 2007). According to Yoo, Kim, and Sout (2004), animation is one of the innovative features that improve the design and interactivity of online advertisements, particularly banner advertisements. Animation incorporates moving images and graphics to enhance the presentation of the content. It includes several technological developments involving plug-ins, JAVA script, Flash, and streaming media (Yoo et al., 2004). Tsang and Tse (2005) found that consumers respond favorably to animated colors, text, and graphics on websites. Companies, therefore, develop digital video advertisements to increase consumer involvement with their brands. Digital video can be in the form of streaming video, gaming, or music video (Rosenkrans, 2009). Glass (2007) suggested that consumers who are engaged in video games are more likely to develop favorable responses to in-game brands. This finding was supported by Wise et al. (2008), who found that companies that build thematic connections between the game and the product’s brand would invoke a positive influence on consumer attitude toward the brand. Pictures is a second feature of online advertising that can be used to increase effectiveness.
CHAPTER THREE
RESEARCH METHODOLOGY
Research design
The researcher used descriptive research survey design in building up this project work the choice of this research design was considered appropriate because of its advantages of identifying attributes of a large population from a group of individuals. The design was suitable for the study as the study sought the impact of internet advertising on the success of a brand
Sources of data collection
Data were collected from two main sources namely:
(i)Primary source and
(ii)Secondary source
Primary source:
These are materials of statistical investigation which were collected by the research for a particular purpose. They can be obtained through a survey, observation questionnaire or as experiment; the researcher has adopted the questionnaire method for this study.
Secondary source:
These are data from textbook Journal handset etc. they arise as byproducts of the same other purposes. Example administration, various other unpublished works and write ups were also used.
Population of the study
Population of a study is a group of persons or aggregate items, things the researcher is interested in getting information on the impact of internet advertising on the success of a brand. 200 staff of jumia and konga, Lagos state was selected randomly by the researcher as the population of the study.
CHAPTER FOUR
PRESENTATION ANALYSIS INTERPRETATION OF DATA
Introduction
Efforts will be made at this stage to present, analyze and interpret the data collected during the field survey. This presentation will be based on the responses from the completed questionnaires. The result of this exercise will be summarized in tabular forms for easy references and analysis. It will also show answers to questions relating to the research questions for this research study. The researcher employed simple percentage in the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain investigating the impact of internet advertising on the success of a brand. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of internet advertising on the success of a brand.
Summary
This study was on investigating the impact of internet advertising on the success of a brand. Three objectives were raised which included: To ascertain whether the Internet advertisement is capable to build brand among consumers, to ascertain whether the attributes of Internet advertisement can help the marketers to build brand among consumers and to find out the challenges of internet adverting on the success of a brand. In line with these objectives, two research hypotheses were formulated and two null hypotheses were posited. The total population for the study is 200 staff of jumia and konga. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made managers, administrative staffs, marketers and junior staff were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
Conclusion
There is indication that building brand is influenced by different styles of internet advertisement. This might be due to the consumers being able to see the Internet Advertisement in a different view. Through out this study concluded that Internet Advertisement can be an effective branding vehicle. Thus this study examined factors that might impact on brand building. Those factors which have been proposed for this study are included customization facility, different style of Internet Advertisement, quick feedback. quality image and purchasing facility. The key finding is that different style of Internet Advertisement is a strong determinant of brand building. Stated that if a customer watch different styles of Internet Advertisement more and more and get when ever they need, it could help marketers to build brand. To build brand quick feedback and customization facility is also need. Finally, for building brand it seems that quality image and purchasing capabilities are not necessary. Hence, greater Internet Advertisement effectiveness can be gained when it is more available by using different ways to customers and provide above mention services such as customization facility, quick feed back
Recommendation
Advertisers place their advertising on the Internet should concern about these variables, because one of the effectiveness of Internet Advertisement is building brand which have an exciting future in front of us.
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