Online advertising for effective consumers’ purchase decisions and brand targeting

UAMA1133 - History of Advertising

#Keller #Marketing #OnlineAdvertising #Advertising #TargetedAdvertising #ConsumerBehaviour #BrandAwareness #DigitalMarketing #DigitalDisplayAdvertising #NativeAdvertising #Doubleclick #CostPerMille #AdvertisingManagement

28 Pages • Essays / Projects • Year Uploaded: 2021

In this modern era, advertising is tremendously vital in the business sector. Exaggeratedly speaking, merchants cannot imagine their existence without advertisements since it is advertisements that formed a market for 80% of any industry to achieve success (Kanwal et al., as cited in Afzal & Khan, 2015, p.125). Online advertising acts as the key to online marketing as the growth of media and communication channels have greatly changed the business landscape of advertisement (Mohammed & Alkubise, as cited in Afzal & Khan, 2015, p.125). Indeed, online advertisement is about advocating internet users through websites, ad-supporting software, e-mail, etc. (Bakshi & Gupta, as cited in Afzal & Khan, 2015, p.126). Online advertising is an Internet-based process that promotes communication, interaction, and persuasion of consumers’ purchase decisions. Brands take advantage of advertisements to be firmly positioned in the mind of consumers, thus promoting consumers’ awareness, preferences, and cutting down the time for buying decisions (Hanafizadeh & Behboudi, as cited in Nyamamu, 2014, p.3). Online advertising not only refers to advertising via the Internet but also includes advertising through email and wireless media. Examples of online advertising involve display advertising, alliance marketing, email advertising, search engine marketing, and social media advertising (Priyanka, as cited in Alvin, 2017, p.2).

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