Volume : 4, Issue : 1, January - 2015

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

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

Abstract :

<p>The term &ldquo;online advertising&rdquo; refers to all sorts of banner, e&ndash;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&ndash;to&ndash;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&ndash;ups and pop&ndash;down advertisements, social network advertising, interstitial ads, e&ndash;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. </p>