Abstract :
Consumer attitudes toward advertising in general have long been a focus of research (see Mittal, 1994; O’Donohoe, 1995; Pollay and Mittal, 1993; Zanot, 1984; Zanot, 1984 for reviews. Advertising influence the consumer’s exposure, attention and reaction to individual ads ( Alwitt and Prabhakar, 1992; Alwitt and Prabhaker,1994) through a variety of cognitive and effective process. Online advertising is a marketing strategy that involves the use of the Internet as a medium to obtain website traffic and target and deliver marketing messages to the right customers. Since the early 1990s there has been an exponential increase in the growth of online advertising. It is best and very effective tool to maximize visibility, drive traffic to the company’s website, increase the sales and build a solid brand in the process. It is beneficial for both seller and buyer. Because a seller uses this method to promote his product all over the world and through internet he can easily explain the price, usability, and benefits of a product. Buyers, who come to the site, get information about the various products from these ads and can select according to their wishes. E-advertisements acts as a catalyst for On-line shopping. Companies are en-cashing this opportunity and using e-space to showcase and promote their brands. Internet advertisements suggests products and services by various mode like Banners, Pop-ups, coupons, reward etc. It’s a win-win situation for both the company as well as the customer. Sometimes continuous bombardment of advertisements results in negativity also. This paper is an effort to study the various factors that result in the attitude building of the customers with the help of e-advertisement. The place selected for this paper is respondents from Maharashtra. It explores the role of demographic variables in attitude building of the customer towards the advertisement.
Keyword :
Keywords: e-advertisement, attitude building, online shopping