Page 75 - IILMGSM Journal_Management Perspective

keters have to indicate where the advertisements
are being placed, which websites and were the
placement of the advertisements are. The research
will indicate what types of buyer marketers have;
either frequent online buyer, occasional online buyer,
or non-online buyer. Next, the research will look at
the differences between how marketers advertise
products online and offline.
The objective of this research paper is to examine
how the online users perceive online advertisements.
The methods are used to measure how much time
users have spent on site with advertisements,
examine if users come back to the website, and
measure the users click through rate of websites.
Theoretical Framework
Today’s generation has been coined the microwave
generation because they want everything so fast.
With the evolution of the Internet and technology,
online users have little patience anymore.
Researchers have examined online approaches and
concluded a research study to measure an impact of
online advertisements on consumers. This research
will explore if online advertisements have a negative
or positive impact on online consumers while they
are using the Internet for online purchasing.
In addition, this research study measures about how
the presentation of online advertisements affects
consumers buying behavior to measure effectiveness
of online advertising approaches. Researchers have
established a theoretical structure that connects
consumer’s values to their buying behavior. Online
buyers are engaging with several products or
activities on internet. Outcomes of internet access are
valued states such as happiness, security, and
accomplishment. This theory explains about how a
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product or service selection facilitates the
achievement of desired states (Gutman, 1982).
Therefore, by looking at these two objectives this
research will uncover if online advertising is
effective; and if it is effective then what is the most
efficient advertising method on the Internet, and
explore how cluttered and intrusive advertisements
effect online consumer’s perception of
advertisements and Websites.
Literature Review
Definition of Advertising
The dictionary defines advertising as the act or
practice of calling public attention to one’s product,
service, need, etc., especially by paid announcements
in newspapers and magazines, over radio or
television, on billboards, etc. Advertising uses many
different types of appeal and a range of media to
achieve a variety of goals. Different advertisements
for the same brand can have markedly different
effects and the same ad can produce different effects
in different audience segments (East, 2003).
Marketers and advertisers have to do research of
their consumers and with that research might bring
out different advertisements depending on variables
such as age, gender, sex, and cultural difference.
Tailoring your message depending on different
demographics is important because every customer
has different expectations when it comes to
purchasing items. One consumer might buy an item
for religious purposes, while another consumer
might buy the same item for fashion purposes.
Marketers need to know how several demographics
of online consumers to fulfill their expectations about
their online transactions. Marketers need to learn how