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Authors
Affiliations
1 Institute of Management, Pt. Ravishankar Shukla University, Raipur, IN
2 Faculty of Management Studies, Shri Shankaracharya Group of Institutions, Bhilai, IN
3 Kripajal Business School, Bhubaneswar, IN
Source
Asian Journal of Management, Vol 4, No 3 (2013), Pagination: 192-196
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
- ‘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.
