Page 83 - IILMGSM Journal_Management Perspective
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ertisement, 46.7% of participants stated not Marketers are taking corrective approaches of any
comfortable at all while 35.9% stated not very means necessary. In doing this, they are not
comfortable. The maximum variation in response considering the customers who buy these products.
came when they are asked about how online Majority of users rank pop up ads, interstitials, and
advertisements helps to make purchase decisions, email advertisements as ineffective but still majority
30.4% said sometimes, 29.3% said never, and of these advertisements are being used. This is
37.0% said seldom. because these advertisements are most cost efficient.
This research and the research done by others in the
This research paper sheds light on a growing issue field will quickly end ineffective advertising.
that is associated with a very large industry. Audience preferences are required to be known for
Designers, marketers, and advertisers need to fully effective online advertisements. They have to be able
understand the effects caused by their to choose to either watch that video or click on that
advertisements. Their advertisements do not affect banner ad. The moment you take away that choice
the brand that they are trying to represent but it and make your advertisement intrusive you lose that
affects the websites these advertisements are hosted customer from that brand and possible from that
on. So where are advertisers going wrong? It seems website.
that they are more concerned about getting their
message out there to know if their message is This research should be a launching pad for others.
effective or not. In this growing industry of online Future research can dig deeper into the specifics of
advertising, advertisers wish to make their why users do not like online advertisements, why
advertisements bigger, brighter, and flashier than they like certain advertisements and why do not
their competitors so that the consumer can see them. enjoy certain advertisements.
82
comfortable at all while 35.9% stated not very means necessary. In doing this, they are not
comfortable. The maximum variation in response considering the customers who buy these products.
came when they are asked about how online Majority of users rank pop up ads, interstitials, and
advertisements helps to make purchase decisions, email advertisements as ineffective but still majority
30.4% said sometimes, 29.3% said never, and of these advertisements are being used. This is
37.0% said seldom. because these advertisements are most cost efficient.
This research and the research done by others in the
This research paper sheds light on a growing issue field will quickly end ineffective advertising.
that is associated with a very large industry. Audience preferences are required to be known for
Designers, marketers, and advertisers need to fully effective online advertisements. They have to be able
understand the effects caused by their to choose to either watch that video or click on that
advertisements. Their advertisements do not affect banner ad. The moment you take away that choice
the brand that they are trying to represent but it and make your advertisement intrusive you lose that
affects the websites these advertisements are hosted customer from that brand and possible from that
on. So where are advertisers going wrong? It seems website.
that they are more concerned about getting their
message out there to know if their message is This research should be a launching pad for others.
effective or not. In this growing industry of online Future research can dig deeper into the specifics of
advertising, advertisers wish to make their why users do not like online advertisements, why
advertisements bigger, brighter, and flashier than they like certain advertisements and why do not
their competitors so that the consumer can see them. enjoy certain advertisements.
82
