Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Impact of Information Technology on In-Store Sales - A Study on Online Advertisement


Affiliations
1 Institute of Management, Pt. Ravishankar Shukla University, Raipur, India
2 Faculty of Management Studies, Shri Shankaracharya Group of Institutions, Bhilai, India
3 Kripajal Business School, Bhubaneswar, India
     

   Subscribe/Renew Journal


Advertising has been found to be one of the major predictors of sales. Newspapers, highway hoardings, magazines, road shows etc. are the traditional methods to build up brand and bring the notice of consumers to the product. But the advent of information technology has influenced the advertising media and has caused a dramatic change in the method of advertising even in the developing economies. A large number of consumers refer to internet while making a purchase decision.

The paper aims at finding out the impact of online advertisement on the in - store sales. The study has been conducted through the opinion of in - store consumers who are internet users. The study is supposed to help the policy makers in designing online advertisement.


Keywords

Online Advertisement, Product Segment, In-Store Sales
Subscription Login to verify subscription
User
Notifications
Font Size


  • ‘Impact of Internet Advertising’ last accessed on 10th December 2009 from http://www.wikinvest.com/concept/Impact_of_ Internet_Advertising
  • Andrew Lipsman, ‘Worldwide Internet Audience has Grown 10 Percent in Last Year’ ‘http://www.comscore.com/Press_ Events/Press_Releases/2007/03/Worldwide_Internet_Growth’ last accessed on 10th December 2009.

Abstract Views: 191

PDF Views: 0




  • Impact of Information Technology on In-Store Sales - A Study on Online Advertisement

Abstract Views: 191  |  PDF Views: 0

Authors

Ashish Kumar Srivastava
Institute of Management, Pt. Ravishankar Shukla University, Raipur, India
Saket Ranjan Praveer
Faculty of Management Studies, Shri Shankaracharya Group of Institutions, Bhilai, India
Suresh Chandra Mishra
Kripajal Business School, Bhubaneswar, India

Abstract


Advertising has been found to be one of the major predictors of sales. Newspapers, highway hoardings, magazines, road shows etc. are the traditional methods to build up brand and bring the notice of consumers to the product. But the advent of information technology has influenced the advertising media and has caused a dramatic change in the method of advertising even in the developing economies. A large number of consumers refer to internet while making a purchase decision.

The paper aims at finding out the impact of online advertisement on the in - store sales. The study has been conducted through the opinion of in - store consumers who are internet users. The study is supposed to help the policy makers in designing online advertisement.


Keywords


Online Advertisement, Product Segment, In-Store Sales

References