12

Chapter II

Literature Review

This chapter deals with literature review. The literature searched includes previous

students‟ researched paper articles, net papers, and sources from journals, periodicals,

reviews, net documents, and thesis and research reprints. The same is given in the

following paragraphs

1. Kayani and yalsma1 in their study on Media Displacements have researched and

explored the underlying aspects of relationships of different media and its effects

whenever a new channel of media emerge. The study puts light on three main aspects

associated with a new media emergence. It was revealed that there exists a

proportioned relationship within different media channels. It means that there occurs

an increase-increase relationship between new and existing media, while the second

finding leads to a complimentary relationship of various media channels wherein the

increase-decrease relationship occurs between new and existing media. Lastly, it was

found that the emergence of new media can displace the existing media if it holds

functional similarity to the existing media channels.

2. James C.TSAO and Stanley D sibely2 in a research paper entitled “Displacement

and Replacement Effects of the Internet and other Media as sources of Advertising

Information”, have studied to what extent internet is effective in displacing other

media channels .Also , to what extent it is possible for internet to work concurrently

with other media channels as medium of advertising informations. It was revealed

that despite of the outstanding features of internet advertising , it has not displaced

other media channels as sources of advertising information. Rather it can effectively

play a complimentary role instead of a competitive role. The research study conveys a

message that internet advertizing can act as a reinforce to other media channels like

billboards, direct mail, magazines` and television. It was forecasted that internet

advertizing will emerge as a very powerful and dominant medium in time ahead .Also,

its displacement effect may occur in the future.

3. Dimmick and Rothambuler3 have brought forth a distinct concept and tried to

form an opinion on media relationship on the basis of bioecological theory of niche.

13

They applied the same to know cause and effects of media consumption behavior and

media relationship. And estimated the likely occurrences of two situations. In line with

Bio-ecological theory of niche wherein the stronger species/community will take away

the resources from the not so stronger or weak and displace them, completely destroy

them or can take them into its fold to become the dominant group or community .The

strong and powerful media will emerge as a dominant media and displace the not so

stronger one completely, can provide reinforcement effects and also could play a

subordinate role provided the two should have a functional similarity.

4. In a research paper entitled “On the use of the mass media for important things”,

Katz. E. Haas. H and Gurvitch, M4., have dealt with the media channels attributes,

media relative effectiveness separately. The research study dealt with attributes of

alternative media or channels best suited for particular communication purposes. It

explains that receivers differ in their needs like some receivers are inclined for

information needs and seek information rich medium, some aims for knowledge and

some aspires for an entertaining value. It was revealed that these needs can be met

effectively by deploying various media channels. For instance print media is regarded

as an effective medium for providing information whereas the television fares well

when it comes to entertainment. It further provides the detailed list of different media

channels along with their attributes and rank them on their attainment of these

parameters.

5. In a research paper entitled “A multi country comparison of the drive for IMC”,

Kitchen P.J and Schultz.D.E5 have paved the way for using integrated marketing

communications as an emerging form of marketing communications

6. Peter J.Denehar6 in a research paper entitled “Comparing perceptions of

marketing communication channels .” has given a comparative perspective of old and

new media channels on various parameters and attributes like perceived intrusiveness

,reliability, trustworthiness convenience, and entertainment value. The research study

was aimed at to know the perceptions of consumers towards various marketing

communications channels and also the perceptions of senders/advertisers of marketing

communication/advertising messages. The rationale behind the study was to find out

the underlying aspects of various media channels and on their basis come up with a

14

finding that some media channels are better and effective than rest for the purpose of

advertising. The finding of the study reveals that email being a widely used channel

and an established form of media channel; hasn‟t gained the status at par with the

traditional media channel like T.V, Radio, newspapers and direct mail. Even tech

savvy young generation prefer traditional advertising over email advertising , a form

of net advertising. Also, It was revealed that the business consumers who are more

likely to trust the ads though emails have preferred traditional advertising when they

are at home during their leisure hours and relaxation in a home environment. Apart

from these developments, the research paper comprehensively deals with aspects like

media channel attributes their relative effectiveness and sender and receiver

perceptions of media communication channels. The study is unique in a sense that

whatever research conducted earlier was related to communication in general and not

marketing communications.

7. Lanctat, jeff7

in a research paper entitled “Media for the online world .” conducted

a pioneering study on the ad-avoiding behavior of net users and sensitized about the

significance and importance of the ad avoiding behavior of net users.

8. In a research paper entitled “Public attitude toward advertising: The American

Experience” Zanot ,Eric J8 have led the study to unfold the ad-avoiding tendencies of

consumers of traditional media and paved the way for further research in relation to

newer and emerging form of advertising media.

9. In a research paper entitled “Why do people avoid advertising on the internet?”

Chang –Hoan-Cho and Hongsik john Cheon9, have described the underlying

aspects of net users‟ behavior in relation to net ads. They have elaborated on the

factors as to why net users generally avoid internet ads in a very concise and

systematic manner and also suggested some remedial measures to curb such ad

avoidance tendencies Their research reveals various forms of ad-avoiding behaviors.

Their study puts forth the findings that people in general avoid ads on internet due to

ad clutter which is similar to the traditional advertising. Secondly; it was revealed that

the prior negative experiences of net users related to net advertising also deter them

from net adverting and force them to avoid net ads. On the other hand, Online

consumer behavior inherently is a goal directed behavior and it itself restrains net

15

users to surf net advertising. So anything that disturbs and distracts the online user

from their goal is bound to be ignored and avoided and net ads by and large

intrude/drifts away the net user from their tasks \when they are involved in browsing

the internet.

10. MariousKoufaris10

in his study on online consumer behavior have examined the

underlying aspects of consumer pertaining to his cognitive and emotional responses

in the online environment.

11. Anne E Sclosser ,Sharon shavitt, Allina Kanfer11

have conducted an extensive

study on Internet users‟ attitudes towards internet advertising. In a research paper

entitled “Survey of Internet users‟ attiudes toward internet advertising.”.They have

attempted to guage the pertinent aspects related to attitude of internet users towards

internet advertising. The study is unique because the earlier studies were focused on

comparative perspective of internet advertising and advertising in general and their

implications for traditional Marketing Models and practices. Most of the earlier

studies were related to designing of internet advertising rarely the attempt was made to

know the attitude of people towards an emerging concept of internet advertising.

Three important aspects that form an attitude towards advertising are Enjoyment of

looking at internet advertisements, its informativeness and its utility for making

behavioral decisions. The result of the study shows that internet users and respondents

consider internet advertising to be more informative and trustworthy then general

advetitising. The audience member play an active role in advertising exposure on the

internet. It is also revealed that the if there is a potential clash between the marketing

goals and internet culture the internet users will develop a negative attitude towards

internet advertising.

12. Mehta and Sivdas.E.12

in a research paper entitled “Direct Marketing on the

internet: An empirical assessment of the consumer attitudes” have conducted research

study to assess internet users‟ attitudes towards advertising on newsgroups and

through email. Their study indicates that consumers have negative attitude towards

newsgroups and emails. advertising inspite of the fact that theses advertisements are

meant for special interest of the group. Since these study was limited to only

newsgroup and email advertising the findings of the study cannot be generalized to all

16

forms of internet advertising..Thus there is a scope to find out Internet uses‟ attitudes

towards IA in its many forms.(1995)

13. In a research paper entitled “Advertising value and Advertising on the Web”,

Ducoffe R.H.13

has tried to unravel the underlying aspects of consumer attitudes

towards web advertising. The study was administered on business executives in new

York city. The study signify the attitudes of business executives towards internet

advetsing. The important findings of the study indicates that business executive

perceive IA to be more informative and entertaining in general while more

informative than entertaining in particular.

14. Also, Diaz, A, Hammand ,K,& Mcwilliam14

in a research paper entitiled “A

study of web users and attitudes amongst novices, moderate users and heavy

users”,has come up with similar findings. The findings of the study reveals that net

users genrally considers Internet Advertising to be more informative and entertaining.

IA fares high on informativeness value as compared to entertaining value.(1996).udy

In contrast to the study conducted by Mehta and Sivdas , the respondents find web

advertising to be more useful ,valuable and important. The study also overcome the

shortcomings of the research done by Mehta and Sivdas by taking into account a

more representative sample and encompass all forms of internet advertising.

15. Miller .C15

in research paper entitled “Studies: Consumers perceptions and usage

of the internet and its”, has effectively put forth consumers attitudes towards internet

advertising.

16. Bauer, R.A and Greyser,S,A16

in a research paper , “Advertising in America :

The Consumer view”, found that more people held favorable attitude toward

advertising than people having unfavorable attitude and majority felt that advertising

was essential even though there was a sizable section of respondents feeling

advertising as misleading and results in higher prices. According to Bauer, and

Greyser, Advertising has two prime effects Social and economic., Moreover, most of

the earlier research studies conducted were aimed at knowing the perceptions and

attitudes towards advertising in particular medium. But, very few have specifically

addressed attitudes towards advertising on the internet. This gives further scope to

17

carry out the research studies pertaining to attitudes and perception of internet

advertising.

17. In a research paper entitled “Internet Users and Gratifications A Structural

equation model of Interactive Advertising” by Hanjun Ko, Chang –Huan Cho and

Marilyn S.Roberts17

have discussed some of the special characteristics of

Advertising on internet .The features that make internet a unique advertising medium

are interactivity, irrelevance of distance, and time ,low set up cost, targeting ,Global

Coverage and ease of entry. Whereas, interactivity is considered as an important

attribute which gives it an edge over other traditional forms of advertising and makes

it a superb advertising medium.

18. The article “Keyword optimization: An essential feature of Online Brand

Visibility”, by Bishna Kukruti18

has highlighted the significance of the keyword

Optimization in Internet Marketing. The Article substantiates the fact that every

internet marketer wishes for the top ranking and displays of Brand visibility in the

search enjine. It Also throw light on the methods and techniques of better indexing for

improving the brand visibility on various search enjines. The Keyword optimizations

plays a vital role in Internet Marketing. Some of its key aspects of are it helps in

driving the targeted customers towards the offering of the business aggressively, the

targeted customers have prior intention to purchase the products and services .It is also

considered as the effective tool of branding .Finally it enhances the interactivity with

the customers and prospects and occupies a major share of Online Marketing.

19. Ronald E. Goldsmith and Barbara A Lafferly19

in a research paper entitled

“Consumers response to websites and their influence on Advertising effectiveness”,

have taken in to account the consumer response to advertising appearing on the

websites. The study highlights the fact that if people have positive perceptions of

website they will hold favorable view about advertising on the website and consider

web advertising to be advantageous .In general , people perceive web advertising to be

more disadvantageous. The study was aimed at 327 undergraduate students. The

convenience sampling method was used wherein the students were asked to recall the

brand names seen on the internet. So as to know the advantages and disadvantages of

online advertising. Also they were asked to recall the ads/Brands from other media.

18

The study shows that respondents like TV and Magazine ads in comparison to Internet

Ads. the main findings of the study shows that the favorable response to the website

wields a strong influence on the consumer attitudes towards ads appearing on the

concerned websites. These forces marketers and advertisers to ensure ways and means

to improve the effectiveness of the websites. Also, they have to make intelligent

choices with regards to websites in placing internet ads.

20. Hein K.Rich20

in a research paper entitled “ Improving your online Marketing”

described the ways and means of Marketing on Internet .The researcher has

emphasized on the interactivity aspect of internet advertising.(1997)

21. In a Research paper entitled, “Wrestling with alternatives to banner ads”, Colkin

E.21

have made a critical analysis of Banner ads. The researcher has elaborated upon

the issues pertaining to the declining effectiveness of banner ads.(2001).

22. Green,H and Elgin,B22

, “Do E-Ads have future? The race is to find ways to

increase Internet Advertising‟s effectiveness”, have elaborated upon the future of the

E-Ads and came up with ways to improve upon the effectiveness of Internet

advertising. The researchers have highlighted the primary differences between banner

ads and traditional broadcasted ads. It is argued that traditional ads do not fill up the

visible screen and compel viewers to attend to the ad or don‟t actually allow user to

tune it out. On the other hand if the commercial in the form of banner ads is alone on

the webpage, than maximum attention could be occupied .But, often banner ads appear

on complex WebPages cluttered with text, images and sound competing for the

maximum attention of the net surfers. These reduce the effectiveness of banner

advertising a form of Internet Advertising.

23. Robin A. Coulter, Gerald Zaltman, and Keith S. Coulter23

in the research

paper “Interpreting Consumer Perceptions of Advertising an Application of the

Zaltman Metaphor Elicitation Technique .” have elaborated upon the economic and

social effects of advertising and its personal uses. In majority of attitudinal studies

related to advertising survey research has been used to assess the opinion about the

institution of advertising systematically (i.e. Attitude towards advertising in general as

well as attitudes about the specific economic, social, and personal functions of

advertising. This research primarily deals with perceptions of the value of advertising

19

and involves consumers from US, Britain, Chile, Germany .Several research studies

have illustrated that attitudes towards the institutions of advertising are function of a

consumers‟ perception of the various aspects of advertising such as its informational

value and its use of idealized images. There were research studies conducted in the

past related to attitude towards advertising and were effective in giving deeper insights

about consumers opinion about advertising. But, most the studies were done in context

of subjects response to researcher generated questions. The present research contribute

further to the understanding of Consumers impressions of advertising and the meaning

they associated with it ,as well as to introduce the Zaltman Metaphor Elicitation

Technique more formally as a means to conduct advertising research. Zaltman

Metaphor Elicitation Technique(ZMET)is hybrid methodology grounded in various

literature including verbal and nonverbal communications, visual sociology, Visual

Anthropology, Literary criticism, Semiotics, mental imaging, Cognitive neuroscience,

and phototherapy. The method involves semi structured in depth, personal interviews

centered around visual images that the informants bring to the interview. Because the

data is informant driven rather than researcher driven. The ZMET technique provides

researchers a window of opportunity to know consumers thoroughly and enables

consumers to freely express and expand on their thoughts and feelings about the topic

under investigations. The research study provide a comprehensive view about

advertising in regard to its pros and cons.

24. Sheng Wen, Cathy S Lin ,Jean Lin24

in their research paper entitled “An

empirical research investigation of online users‟ keyword ads search behavior.” have

explained the significance of traditional and online advertising for integrated

marketing. Also, they have described the growing popularity of keyword advertising

and keyword embedded advertising. The researchers have concluded that blend of

both forms of ads lead the customers to form purchase intentions. The rationale behind

using traditional advertisements with online keyword advertisements is to leverage the

strengths of both the Ads. Since, traditional media helps in creating awareness and

leads users to target information or product online. The internet can provide the

detailed information about the product and services which eventually encourage the

customer to make purchase. The Research study confirms the fact that whenever the

20

consumer intends to buy a product, he may use a keyword search to acquire

information on that product, therefore, the intention to buy exists before the intention

to search. This is the remarkable aspect of keyword advertising. The present research

aims at knowing to what extent the traditional ads are effective in conveying the

specific keyword ,whether consumers sees the keyword in the ad, then After , whether

the ads influence him to go online ,insert the keyword , and browse the relevant page.

The two important benefits of keyword Search advertising are it is highly effective in

indentifying the targeted group and comprises of motivated consumers willing to click

on the keywords. The limitation of keyword advertising is that search engine charges

money regardless of whether the consumers actually understand the web page. It is

also observed that if he clicks on the keyword consumers keep on changing the

keyword preferences. This leads to the necessity to explore the consumers

„advertisement search behavior. In conducting the research, various theories and

aspects were drawn from psychology. Theories like theory of reasoned action, theory

of planned behavior and „Flow Experience were applied. This study encourages the

form of advertising which creates a flow experience. The study finds that flow

experience and perceived creativity are the key factors that encourage customers to go

online and thereby influence keyword search intentions and behavior. So, In order to

attract customers, companies should use combined marketing strategies to provide

creative, artistics, and rich advertisements. Advertisements that are fun and creates

curiosity and focused would be appealing and make the customer feel that they are

able or resourceful to find the keywords. As, the finding of the research study shows

that the intention to purchase a product affects a consumers‟ intention to search

keyword online. Apart from the advertisement, the product itself must be appealing

enough to encourage the consumers to search keywords online. Great Marketing

methods will not work if the products they are selling are simply not appealing

enough. Thus, the intention to purchase is dominant than intention to search. The

research study was in context to Taiwan where Television advertisements are

combined with keyword advertising. There is a further research avenue in of countries

where multimedia marketing is popular.

21

25. Zia ul Haque25

in a research Paper “Email Mail Advertising: A study of

Consumers‟ Attitude toward e-mail advertising among Indian Users” has discussed the

relevance and studied the underlying aspects of the consumers‟ attitudes toward email

advertising. The study was conducted in the Indian context. The study is based on the

Consumer Survey. A Quota sample of 800 internet users in India has been

interviewed. The researcher has emphasizes upon the concept of Advertising value of

E-mail Advertising. It was discussed that various factors like Entertainment,

informativeness, irritation, credibility, and Exposure of Ad message has a strong

bearing on the advertising value there by builds a favorable attitude toward email

advertising. In Addition, Demographic factor like Age, Gender, Education, Attitude

toward privacy have an influence an attitude towards Email Advertising. In sum total,

the study aims to develop a better understanding of consumer attitude. This will help

Designers and Marketers to better strategize their advertising design. The research has

taken into consideration E-mail Advertising one of the forms of Internet Advertising.

This provide further scope for research avenue for doing perceptional and attitudinal

studies towards different forms of Internet Advertising.

26. In a Research paper entitled, “Perception towards Internet Advertising: A study

with reference to three different demographic group.” Abdul Azeem and Zia Ul

Haque26

have described how various factors like Entertainment, Information,

credibility, economy and value influence the attitudes towards internet advertising.

The study also reveal the variation in effectiveness of internet advertising among

different demographics like Students, Employees and Entrepreneurs. The study shows

that five factors like Entertainment, Information Credibility, Economy, and Value

plays an important role in building favorable attitude towards Internet Advertising. In

view of Demographic impact of individual‟s attitude toward advertising. The results

showed significant differences of beliefs and Attitude towards online advertising

among three demographic variables. Entrepreneurs have more positive attitudes

towards online advertising than that of students and Employees. The Study indicates

that Entrepreneurs were more likely to click on advertisement as compared to Students

and Employees. Whereas most Students shopped online as compared to Employees

and Entrepreneurs. Employees showed more negative attitude towards online

22

advertising than did Entrepreneurs and the lowest trust towards online advertising

among the three groups. The research study helps in enhancing the understanding of

attitude toward online advertising in cross demographic context and offer valuable

information to Global Markets. Due to the short history of Internet Advertising,

Consumers beliefs and attitudes towards online advertising may still be evolving and

changing.

27. R. Ranjith Kumar27

in a research paper entitled „An Evaluation of Television

Advertisements of Masala powder in Pollachi (Tamil Nadu)” has elaborated upon

some of the amazing aspects of advertising and media .It is observed that growth of

radio and Television has not led to the extinction of Newspaper or Magazines , the rise

in Television viewing has also led to the rise in Newspaper reading. There is

tremendous growth in newspaper readers. It was also observed that Advertising

Expenditure in the past was based on intuition and not on any sound reasons. The

media selection was done arbitrary. This led to the conduction of an Extensive

research studies pertaining to the effectiveness of media selection for reaching the

intended client/Target audience. The base of this study relates to the paradox occurred

in the media preferences of consumers. It is found that consumers are shifting their

preferences towards print media. Even though the marketers are spending more and

more on Television Advertising. Hence, it is essential to conduct an ad effectiveness

study to know the effectiveness of Ads in Television media. The main Objective of the

study was to know the recall ability of Tele-ad of the viewers and the influence of Tele

Ad on purchasing intentions. There is a scope to carry out the research work pertaining

to internet advertising as internet culture is seeping into Indian Society. India is

country having third largest Internet population. By and large Internet advertising has

not gained momentum and often ignored by marketers while internet consumption is

high the marketers are not giving as much importance to internet advertising.

28. S.Selvabaker28

in a Research paper Entitled “Media Fragmentation –Issues and

Challenges”, has shed light on the fragmentation and proliferation of newer media

options. Media Fragmentation is considered as the prime driver of the business growth

and increase in competition. The paper deals with the emergence and development of

private satellite channels and also the growth of Regional media and advertising. The

23

research is in line with key aspects of Marketing like Customer relationship, Mass

customization and the customers liking for the preferred communication channels. The

paper exclusively deals with emerging media options and their advantages. The

researcher has emphasized upon the growing popularity of advertising through internet

and consider it to pose a stiff competition .Other media options mentioned were

media post, options in outdoor media, mobile as a medium. The researcher has

elaborated upon the issues favoring and affecting the development of advertising like

plenty of media options to choose from, Modest Ad budget, Effective focus on target

Group, issues related to local media, the ad ethics, Unprecedented copying of Ads, the

Dominance of few Advertisers.

29. Dr. Mrs. D.Kamalavani29

in a Research paper Entitled “Internet-An Emerging

Medium of Advertising has elaborated upon the emergence of net advertising, its

benefits and issues. The researcher has dealt primarily with two forms of internet

advertising i.e. E-mail and Websites.

30. The Research paper “Banner Advertisement and congruity effects on consumer

website perceptions” by Eric J. Newman, Donald E. Stem Jr. and, David E. Spott30

deals with banner ads and its relation with website on which it is placed. It is a

common practice to have banner ads on the website. The research aims to know the

consumers‟ perceptions of banner ads in relation to the website. It relates to the

decision of Website Manager whether to place the banner ads on the website, to know

whether banner ads have a harmful effect on the website by investigating the impact of

banner advertisements and website congruity on consumers‟ attitudes towards a

brands website. The result shows that if manager allow such banner advertisements on

their website their advertisement must be in consistent with website. The research

highlights on the fact that there should be similarity between the product class for

which the banner ad is displayed and the website on which the ad has appeared. This

will have bearing on the amount of time a consumer uses on the internet and online

shopping. The research study is premised on the social psychological theory and

Research related to principle of consistency. The principle of consistency plays an

important role in how consumer respond to Marketing and Advertising stimuli.

24

31. In a Research paper entitled “Get Linked or Get Lost : Marketing Strategy for the

Internet”, Alcia Aldridge, Karen Forcht and Joan peirson31

have discussed the

issues regarding the idiosyncratic differences and concerns that matter the most to the

marketers while marketing on the internet .Issues like net users

control,Communicationoninterenet,AuthenticityandSecurity,Accessibility,Competition

,MarketingStrategy, Targeting ,Product ,Pricing ,promotion and distribution strategy

were some of the highlighting features of the research paper.

32. The Research paper “Banner Advertisements pricing ,measurement, and pretesting

practices: Perspectives from interactive agencies ” by Fuyuan Shen32

sheds light on

the methods and techniques related to pricing, measuring and pretesting banner

advertisements from the perspective of interactive agencies. Findings of the study

indicates that 90% of the responding agencies applied cost per thousand frequently to

price banner ads, whereas about 33% used click through for gauging the effectiveness

of banner ads, majority of the agencies used click through and outcomes i.e. enquiries

and purchases rather than exposures.

33. In the Research paper “At the cross roads of Marketing Communications and the

internet : Experiences of the UK Advertisers” Jonathan M. Lace33

has described the

role of advertising agencies , the role of website and its features , the measurement of

effective Internet advertising and E-Commerce. The paper highlights on important

aspects related to Contemporary practices of integrating new media with traditional

media.

34. In a research paper entitled “The different effects of online consumer reviews on

consumers purchasing intentions depending on trust in online shopping malls: An

Advertising perspective” by Jumin Lee, Do-Hyung Park, Ingoo Han34

the

researcher have highlighted upon the concept of Online Consumer Review (OCR),

Online Consumer review embed in Advertisement(OEA) and Trust in online Shopping

malls than OEA‟s. The result of the study show that OCR‟s are more influenced by

trust in online shopping malls. The consumers will held OCR in high esteem if they

have high trust in online shopping as compared to OEA‟s. The High perceived

credibility of online Consumer review will be effective in generating Higher

25

purchasing intentions. The purchasing intentions developed through OEA‟s is low

Comparatively. (2011).

35. The Research paper “Banner Advertiser –Website Context Congruity and Color

effects on attention and attitudes” by Robert S. Moore, Claire Allison

Stammerjohan, Robin A. Coulter35

have elaborated upon two significant objectives

of advertising like gaining consumers attention and generating favorable attitudes. The

study takes into consideration the effects of the congruity between the product foci of

the advertisers and website. Also, the effect of banner-color and banner-color-Text

color contrast is considered on measures of attention (Recall and Recognition) and

attitudes towards the ads and website. The result show that incongruity has a more

favorable effect on recall and recognition whereas congruity has more favorable

effects on attitudes.

36. In a research paper entitled “Television and Web Advertising Synergies” Yuhmin

chang and Esther Torson36

have elaborated upon the concept of Television and Web

Ad synergies. The study signify the effects of synergy in comparison to the repetition

of ads .The result shows that Tel-Web synergies lead to significantly higher attention

and, higher message credibility, and greater number of positive thoughts than did

repetition.(2004).

37. In an article “Blog Marketing- An Emerging Promotional Strategy.” by Prof. T.

V. Ramraj37

emphasize upon the emergence of Blog Marketing. Blog Marketing

helps companies in increasing popularity through word of mouth. It is very effective in

influencing the thought processes of the customers. The blogs are held in high esteem,

respect and prestige by the customers. As the Bloggers are independent people giving

tips and insights about the products and services. Blog Marketing is becoming

marketing a imperative in the present day business environment. Blog marketing assist

marketers to remain updated about the ever evolving needs and wants of the

customers.

38. In a Research paper entitled “Internet: The Marketing Challenge of Twentieth

century” by Paul Herbig and Brian Hale38

describes benefits and challenges of doing

marketing through internet. It also discusses the emergence of internet as an emerging

26

channel of Advertising and Marketing. The researchers have highlighted on the

significance of Electronic Malls, Worldwide web E-mails and Newsgroup.

39. The Research paper “Consumer Attitude towards advertisement messages”, by

D.P.S Verma and Hema Iraney39

deals with consumers attitudes towards

advertisement messages. Majority of Business Organizations spend huge amount of

money in advertising that leads to an issue of Ad Clutter affecting the function of

advertising. So, in order to make the effective changes in advertising suiting to the

preferences of the consumers a study pertaining towards the attitudes of people

towards advertising needed .The attitudinal response of the consumers will enable

marketers and advertisers in designing effective advertising. The study reveals that

consumers have moderately favorable attitude towards ad messages. The sections of

consumers are apprehensive about advertising and consider it to be responsible for

cultural degradation. It is also revealed that it also has negative impact on children.

Considering the Growth of Internet advertising, a similar study is needed to ascertain

the underlying aspects and dimensions of consumer attitudes towards internet

advertising.

40. Dr Vaishali Agarwal40

in a research paper “Innovative Marketing practices for

evolving consumers.” has discussed the prevailing social trends and innovative

marketing practices in context to innovations in products and product designs.

Innovative Marketing Techniques like Viral Marketing/Buzz Marketing, Digital

Advertising, Blogs, permission marketing, Ambient media, Mobile Advertising, E-

Stores, Product placements were discussed and elaborated upon changing social

paradigms.

41. Monika Sharma and Deepiksha kalra41

in their study “An Empirical study of

online Social Influence Marketing with reference to customers‟ purchase decision and

product recommendation” have explored in detail the concept of Social Influence

Marketing. They have discussed various Social media tools like blogs, Social

networking sites like orkut, facebook, twitter, branded websites, online banner

advertisements, online video advertising, and their influence on the present day

customers‟ purchasing decisions. The finding of the research study reveals that online

Social Media is increasingly developing trust and influencing consumers purchase

27

decision. The finding of the study reveals that online social media is increasingly

developing trust and influencing consumers‟ purchase decision. Also; it reveals that,

Branded websites have trust followed by search engines for product recommendations.

42. C.Senthil Nathan42

in a research paper entitled “E-Marketing Methods and

Applications for successful marketing in Global Marketing scenario”, has emphasized

upon the applications of the modern technology like internet and mobile phone in

marketing. Also, he highlights upon the benefits of integrating traditional

advertising and E-Advertising. Further it Explains and suggests various E-Marketing

Methods and their distinctive characteristics. It also describes the steps involved in

implementing successful E-Marketing. Marketing tools taken into consideration were

Banner ads, Rich Media banners, popup, Interstitials, Websides, viral Marketing, and

Interactive games and puzzles, Bribes, Viral E-mail Campaigns, Search Engine

Marketing. The remarkable aspect of the research paper is that it suggest various

marketing methods for different Industrial sectors according to their suitability i.e.

Various forms of internet ads suitable for different Industrial sectors.

43. In a research paper “The changing face of Audio-Media in India during post

privatization period: An Empirical study.” Dr. J. K Das and Ashutosh Kar43

have

described the issues and trends in Audio Media in context of privatization. The main

purpose of the research is to know whether big business concerns consider the radio as

a viable medium for advertising. Also, to know the target Audience for radio fm

channels. As a whole an attempt was made to know the impact of FM radio as a

medium of spreading information, upliftment of lifestyle. The findings reveal that

majority of the listeners are getting more and more attracted to the audio media.

Moreover, the availability of FM/Radio in the mobile phone has made it to more

popular. Significant aspects like Entertainment, interviews with celebrities,

programmes on education and health, Social and Environmental awareness, updated

traffic news, weather reports, sports news have immensely contributed to the

development of Audio-media as the emerging Media.

44. Through research paper “Viral Marketing: Motives and Challenges for Marketers”,

Dr. Ashutosh Nirgam44

has emphatically described the concept of Viral Marketing.

He has elaborated upon various techniques used in viral Marketing Campaign. Various

28

aspects of Viral Marketing Campaign like types of viral messages, Modes of Viral

Marketing and barriers to the successful implementation of viral marketing campaign

were the highlighting aspects of the research study. In conclusion, the researcher has

stressed that advancement in mobile telephony, PC Networking, and Communication

bandwidth would provide further impetus to the growth of Viral Marketing as a

powerful channel of Marketing.

45. The Research paper “E-Business-Trends and Issues” authored by Mrs. Neerija

Guda45

explains the detailed concept of E-Business in a very lucid manner. The

research sheds light on the evolutionary aspects of E-Business, in E-Business cycle,

and intended benefits of E-Business Organization. Advantages of E-Business like

efficiency improvement in competitiveness, Business intelligence, market coverage,

elimination of Administrative errors are the prime aspect of the research paper.

46. Through Research paper “Electronic Media–A boon to communication” Dr. S.

Kayarkanni and Mrs. R. Geetha46

have elaborated upon the significance of

Electronic media. They have signified the view that the emergence of internet, mobile,

personal communication technologies, Advanced voice recognition technologies,

networking advances, smart card technologies and Linux as the prime drivers for the

growth of electronic media. They have discussed important attributes of internet

related to interconnectivity, sharing of data, E-mail, and round the clock accessibility.

47. The research paper entitled “Marketing through Internet by Prof. A. R.

Mohammad Ismail and Dr. E. Mubarak have shed light on the applications of the

internet and its associated technologies in marketing and looked it as an emerging

marketing medium. Marketing through internet provides immense business

opportunities for the business concerns all over the country.

48. Dr. N. Nisar Ahmed48

in an article “Internet as a business partner” has stressed

upon the benefits and the applications of internet for the development of business. The

paper deals with various aspects of E-Commerce and issues hampering the growth of

E- business. The major issues that came to light were related to pseudonyms,

defamatory materials, hacking and phreaking, privacy, privacy, secrecy and online

Gambling.

29

49. In a research paper “Online user behavior in Delhi A factor Analysis”, Dr A

Sajeevan Rao and Mokhallas Mohd Mehdi49

have elaborated upon the critical

factors that influence online consumer behavior. Online Consumer behavior is

radically different from the offline consumer behavior. The online consumers take

their purchasing decisions taking into account various factors like reliability, Search

ability, Quality, availability, Accessibility, Trust, and Convenience.

50. Jeniffer Rowly50

in a research paper entitled “Remodeling Marketing

communications in an internet environment has explained the role of internet in

marketing communications. Internet characteristics that influence marketing are24 hrs

accessibility, Multimedia-Content, Ubiquity, Interactivity, Globalavailability, one to

one/Micromarketing, Integration were the highlighting features of the research paper.

Various stages of E-commerce like contact, Interact, Transact and relate were also

discussed and deliberated.

51. The Research paper “International Marketing Tool: The Internet” by Fred

Pulumbo and paul Herberg51

sheds light on issues and challenges of Internet

Marketing at International arena. They have described issues pertaining to

International pricing, Increase of competition, Means of payment, Cultural differences,

privacy, censorship, security, International law, Intellectual property ,

Telecommunication infrastructure, person-al computer availability, credit card usage

worldwide.

52. The article “Commercialization of the Internet.” by S.Subba rao52

featured in

university press explains the utilities and commercial benefits of internet. The article

presents the phases of commercialization of internet, details basic steps in web

advertising. Also, it provides the comparative advantages of Web advertising over

traditional advertising. Internet offers several advantages like a) High Global

visibility, Multimedia content, ease of entry, precise targeting, exact count of

viewership, detailed statistics of users, VRML (Virtual Walking), Flexibility, Online

billing, Online Reservations.

53. The research paper entitled “Marketing Strategies for E-Business”, by Dr. (Mrs.)

M. Jeyarathnam53

sheds light on the evolutionary aspects of E-Marketing. The paper

30

basically deals with aspects like Electronic prospecting on the internet, corporate

website, Marketing website, Closing and processing of sales and handling after sales.

54. A Descriptive research paper entitled “A perspective on the evolution of marketing

Management” by Fredric E. Webster Jr.54

elaborates upon the development of

marketing. The paper offers the detailed historical account of the evolution of

marketing management. The key aspects relates with the environmental forces that

reshaped the marketing function during last two decades. Various shifts that led to the

paradigm change in the marketing like Evolution from beaureaucratic to more flexible

organizational forms, Advancements in Computer and Internet Technologies,

Dominance of large low cost retailers, the stock market boom of 1990‟s, emphasis on

business performance and company value, Globalization as a competitive pressure and

outsourcing for value creation and value delivery process were discussed.

55. In a research paper entitled “Strategy of advertising Agencies in India for

evaluating advertising effectiveness across experience” by Dr Yashma Sofat55

aims

to know the strategies undertaken by various ad agencies for evaluating ad

effectiveness. It also provide the knowledge of the overall performance of ad agencies.

It is found that Indian Ad Agencies are not very advanced in the function of evaluating

ads. There is a section of ad agencies which often take help from research agencies in

evaluation of ad effectiveness.

56. J. Venkatesh and Dr. V. Bhalchandran56

in a research paper “Planning

Internet Marketing Strategy” have elaborated upon the significance of internet

technology in Marketing. The researchers have described the various benefits of

internet marketing like slash in advertising costs, attraction of qualified leads to

websites, increasing global brand exposures, growth of customer base, augmentation

of sales, product branding, Internet Marketing techniques like Search Engine

Marketing ,Viral Marketing, Direct E-mail,Gurilla Marketing, Targeting .The

relevance of two important models of communication Replacement and accumulation

models was also discussed.

57. Dr. F.R Alexander Pravin57

in a research paper entitled “Impact of effective

advertisements on consumer attitude” has discussed the nature and scope of

advertisement. It explains how effectively ads influence the attitude of consumer. It

31

elaborated upon the essentials of effective ads like importance of claim, believability,

uniqueness, repetition, and situations favoring the effective ads. It also shed light on

consumers perspective of an effective ad

58. Sumanjeet58

has explained the concept of banner advertising in detail in a

research paper “online banner advertising”. The paper deals with the pricing and

measuring methods like cost per thousand impressions called CPM and Click through

rates. Also, it explains various steps involved in placing a banner ads. The paper

also deals with various types of banner advertising like banner swapping, banner

exchanges and paid Advertising. The researcher has proposed various Advantages,

limitations and suggestions related to banner advertising.

59. The Research paper entitled “Online Advertising : Defining Relevant Markets” by

James D. Rediff & Daniel L Rubinfield59

gives a detailed description of online

advertising. The paper takes into consideration the birth and commercialization of

internet, the origin and growth of Online Advertising, the importance of World Wide

Web, the graphic user interface, and the browser, the history of internet advertising.

The paper offers the comparative perspective on online Advertising and offline

advertising.

60. Dr. S. Raghunatha reddy60

in a research paper “Marketing challenges in 21st

century” has explained the various shifts and trends in the field of marketing like Mass

Marketing, Segment Marketing, Nische Marketing, and micro marketing. The

researcher has stressed on the issues and challenges pertaining to the marketing

environment like advertising, competition, pricing, knowledge about customers,

ethics, technological changes and its impact on Marketing as a whole.

61. Dr. Pankaj Atri61

in a research paper entitled “Direct Marketing and its

challenges in the Information technology Era”, has elaborated upon the different

channels of Direct Marketing Like Face to Face, Direct Mail, Newspaper, Magazines,

catalogue, Kiosk, Telephone, Radio, Television, and Internet. The researcher has also

explained the benefits and challenges of Direct Marketing.

62. The Article by Jyotsna Jha62

“Advertising what lies beneath elaborates upon the

benefits of advertising on society. Issues pertaining to Social Stereotypes, promotions,

unhealthy obsessions, violence against women, vulgarity, obscenity, and development

32

of unrealistic expectations were the key features of the article. As a whole, the

Article stresses on social and ethical aspects and its repercussions.

63. Dr. K Giridhar Gopal63

in a research paper “Text messaging: An Emerging

Marketing tool” has described the concept of Text messaging. He has explained the

potential of text messaging and its benefits to business organizations. He has also

predicted that business concerns using text messages for the purpose of marketing will

have a great future.

64. The Research paper “ the Paradigm Shift in Marketing” case studies by Dr. K.S.

Jaiswal and Neetusingh64

elaborates in detail the emerging trends in Marketing like

24hrs ATM banking, Innovations in product Design and Development, the paper takes

into consideration the comparative aspects of Deductive Vs Inductive marketing. It

also highlights the significance of Relationship Marketing.

65. The research paper entitled “ Arousal, memory, and impression –Formation effects

of Animation speed in Web Advertising” by Shyamsunder and Sriram

Kalyanarayanan65

sheds light on the aspect of web advertising effectiveness in

relation to speed of animation. The research is distinct in a sense that the earlier

research studies were related to the analysis of animated ads and still ads. The research

studies have revealed that that animated ads are effective than still ads whereas the

rate of motion /speed of animated ads as area of research has always been neglected.

Concepts from Theories like motion effects ,excitation transfer theories, Limited

capacity and vividness effects were drawn in order to study the role of Animation in

Web advertising. The findings of the study indicate that website development need to

be careful when considering the effects of animated content. It is a general contention

that higher animation speeds lead to greater attention and more positive perceptions.

But, in reality this may not be true. So, it is suggested that animation speed should be

remained optimum to be more effective. Over increase of animation speed can develop

negative perceptions.

66. Dr. Rajesh Mahajan and Professor. Sunil Kumar66

through Research paper

“Organizational Participation in Web based E-Marketing” have attempted to know the

level and nature of participation of Industrial units in E Marketing. The authors have

taken into consideration the growing popularity of web advertising and appeals

33

business concerns to adopt and strengthen E-Marketing. The research paper elaborates

upon the role of E-Marketing in accelerating the efficiency and growth of Business

Organizations.

67. The Research paper entitled “Unethical issues in advertising” by Anil Verma67

explains the ill effects of advertising on society. The researcher has stressed upon

issues pertaining to Deceptive Advertising, Stereotyped Advertisements, Advertising

desires for unhealthy and unnecessary products and services, Advertising creating self

obsessions, advertising exploiting consumers on emotional appeals and ill effects of

advertisements on children.

68. Dr. Raghbir Singh68

through research paper “Dimensions of Consumers‟

advertising beliefs in India” tries to enlighten on issues pertaining to the attitudinal

responses of the consumers. The nature of the study helps in providing vital clue and

insights about consumers‟ attitude towards advertisement and enables marketer and

advertisers to improve the advertising function. Various aspects related to advertising

like harmful effects of advertising on society, Good for economy, Better quality of

life, Manipulation, Lower prices and Hedonic pleasures were discussed and

elaborated.

69. The Research paper entitled “An Empirical study of Compatibility of advertising

channels and product categories” by Dr. Karuna Saxena and Pramod Paliwal69

is a

unique study which deals with choosing an appropriate advertising channels within

same media in context to the relevant product categories. The researcher have put light

on the varying cost/benefit and budget appropriation of different media and tried to

relate with the advertising effectiveness of advertising programme. The research is an

attempt to ease the burden by offering the suitable advertising channel and

overcoming the limitation of wrong targeting to inappropriate audience. It helps in

refining the audience in the best possible way and target the e intended audience

precisely. The study is related to Television commercial breaks and the product

category taken in to consideration belong to FMCG, Telecommunications, Banking

and finance, Automobiles, Electronics, Grocery products, Cold Drinks and Beverages,

Garments and Textiles, Jewellery and IT companies. The different Television channels

considered were Entertainment channels, new channels, Sports channels, Educational

34

channels. The finding of the study signify that for an effective advertisements it is

essential to have elements like Humuor, Targeting, Social issues, Right Product

through Right channel, Right product should be advertised at right time, Avoidance of

false value, Message recall, Appealing, Innovation, Big Idea, New standard in

creativity.

70. The Article “A new Era of Media Convergence” by Marc A. Levey70

elaborates

upon the emerging trends of Media Convergence. It is relatively a new concept and

gaining ground in the field of media management. Convergence refers to the

integration of different media for the purpose of effective marketing communications.

The author highlights common forms of media convergence between Television,

Internet and Print. The combination offers dual benefits related to communications

and entertainment. Further, he has predicted that internet due to its unique feature of

interactivity will always remain an essential component of any form of media

convergence.

71. The Article “Audience with attitude: Its time for media companies to put

customers first” by Miranda Treffery and Marta Wohrle71

describes the necessity

of identifying the dedicated audiences. The authors have stressed on the significance

of better understanding of customers. They argue that sound customer knowledge will

enable Companies to serve both audiences and advertisers more effectively. They have

emphasized upon the need for a shift away from product centric approach to consumer

centric approach.

35

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