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Management

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ACKNOWLEDGEMENT

The satiation and euphoria that accompany the successful completion of the project would be incomplete without the mention of the people who made it possible.

I would like to take the opportunity to thank and express my deep sense of gratitude to my faculty mentor Prof. Vijaylakshmi . I am greatly indebted to her for providing their valuable guidance at all stages of the study, their advice, constructive suggestions, positive and supportive attitude and continuous encouragement, without which it would have not been possible to complete the project.

I owe my wholehearted thanks and appreciation to the Respondents who spared sometime from their busy schedule to help to complete my project.

I hope that I can build upon the experience and knowledge that I have gained and make a valuable contribution towards this industry in coming future.

Madhura Dalvi

EXECUTIVE SUMMARY

Every organization dream of enhancing their reach and make them popular among masses. In this electronic era where people spend on an average 2-3 hours surfing on Internet catch them on this network would be lot easier for the companies and needless to say it is very cost effective. Advertising on the websites is quite a common these days. The ads that is displayed on the rectangular box is called Banner, since it is displayed on web pages it called Web Banners.

Web Banner ads became very prevalent in last few years. Companies use them to good effect on Websites that are being visited quite frequently for instance Google. They earn major revenues from Web Ads that they publish on behalf of their clients.

The Research that we conducted enabled us to know that Web Banner Ads is a tool used by the companies to enhance their visibility. Therefore it increases the brand recall. The research proved that Web Banner Ads can serve as source of information. The Web Banner ads are available in various sizes and the sizes of banner do attract web surfers to click on it.

Like Television even Web Pages are cluttered with Ads the research proves this fact as any viewers find it irritating too. That is the reason why many of them use filters or Proxy to avoid such ads.

|Chapter No |Title |Page No. |
|1 | |INTRODUCTION |1 |
| |I |Problem Statement |11 |
| |II |Objective |11 |
|2 | |LITERATURE REVIEW |13 |
|3 | |RESEARCH METHODOLOGY | |
| |I |Research Design |15 |
| |II |Primary or Secondary |16 |
| |III |Sample Method |16 |
| |IV |Sample Size |16 |
| |V |Period of Study |16 |
| |VI |Limitations of the study |17 |
|4 | |ANALYSIS AND INTERPRETATION | |
| |I |Data Analysis |18 |
| |II |Findings |26 |
| |III |Recommendations |27 |
| |IV |Conclusion |28 |
|5 | |BIBLIOGRAPHY | |
|6 | |ANNEXURES- Questionnaire | |

TABLE CONTENT

Chapter 1

INTRODUCTION

Advertising or advertizing in business is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. This type of work belongs In Latin, ad vertere means "to turn toward." The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various old media; including mass media such as newspaper, magazines, television advertisement, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites.

The pioneer of online advertising was Prodigy, a company owned by IBM and Sears at the time. Prodigy used online advertising first to promote Sears products in the 1980s, and then other advertisers, including AOL, one of Prodigy's direct competitors. Prodigy was unable to capitalize on any of its first mover advantage in online advertising.
The first clickable web ad (which later came to be known by the term “banner ad”) was sold by Global Network Navigator (GNN) in 1993 to Heller, Ehrman, White, & McAuliffe, a now defunct law firm with a Silicon Valley office. GNN was the first commercially supported web publication and one of the very first commercial web sites ever.

A web banner or banner ad is a form of advertising on the World Wide Web delivered by an ad server. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser. The advertisement known as a "click through." In many cases, banners are delivered by a central ad server.

When the advertiser scans their log files and detects that a web user has visited the advertiser's site from the content site by clicking on the banner ad, the advertiser sends the content provider some small amount of money (usually around five to ten US cents). This payback system is often how the content provider is able to pay for the Internet access to supply the content in the first place. Usually though, advertisers use ad networks to serve their advertisements, resulting in a rev share system and higher quality ad placement.

Web banners function the same way as traditional advertisements are intended to function: notifying consumers of the product or service and presenting reasons why the consumer should choose the product in question, a fact first documented on Hotwired in 1996 by researchers Rex Briggs and Nigel Hollis. Web banners differ in that the results for advertisement campaigns may be monitored real-time and may be targeted to the viewer's interests. Behavior is often tracked through the use of a click tag.

TYPES OF BANNER ADS

Like print ads, banner ads come in a variety of shapes and sizes. The Internet Advertising Bureau (IAB) specifies eight different banner sizes, according to pixel dimensions. A pixel is the smallest unit of color used to make up images on a computer or television screen. The IAB's standard banner sizes are:

• 486 x 60 Pixels (Full Banner)
• 392 x 72 Pixels (Full Banner with Vertical Navigation Bar)
• 234 x 60 Pixels (Half Banner)
• 120 x 240 Pixels (Vertical Banner)
• 125 x 125 Pixels (Square Button)
• 120 x 90 Pixels (Button 1)
• 120 x60 Pixels (Button 2)
• 88 x 31 Pixels (Micro Button)

The full banner (468 x 60) is by far the most popular, but you will see all these variations all over the Web. These are not the only banner ad shapes and sizes, either, but they are a good representation of the range of common banner ads. There is no universal file-size constraint for banner ads, but most Web sites impose their own limits on memory size, usually something like 12K to 16K. This is because banner ads add to the total file size of the page they appear on; therefore increasing the time it takes for a browser to load that page.

As you've probably noticed while surfing the Web, actual graphic content, or creative, varies considerably among banner ads. The simplest banner ads feature only one, static GIF or JPEG image, which is linked to the advertiser's home page. More common is the GIF-animated banner ad, which displays several different images in succession, sometimes to create the effect of animated motion. Then there are rich media banner ads -- ads that use audio, video, or Java and Shockwave programming. These banner ads, which usually have larger file sizes, are often interactive beyond their simple linking function.

BANNER AD OBJECTIVES

Advertisers generally hope a banner ad will do one of two things. Ideally, a visitor to the

publisher site, the Web site that posts the banner ad, will click on the banner ad and go

to the advertiser's Web site. In this case the banner ad has brought the advertiser a

visitor they would not have had otherwise. The banner ad is a real success if the visitor

not only comes to the site but also buys something. Failing a click-through, advertisers

hope that a publisher site visitor will see the banner ad and will somehow register it in

their heads. This could mean the visitor consciously notes the content of a banner ad

and decides to visit the advertiser's site at some time in the future, or it might mean that

the visitor only peripherally picks up on the ad but is made aware of the advertiser's

product or service.

This second effect of advertising is known as branding. We've all experienced the

effects of branding before. Say you see ads on television for Brand X glue all the time.

The ads don't seem to particularly affect you -- you don't leap from your couch to go buy

glue -- but down the road, when you're at the store shopping for glue, they may affect

the decision you make. If you don't have any other reason to choose one type of glue

over the others, you'll probably choose the one you're most familiar with, Brand X, even if you're only familiar with it because of advertising.

WHAT MAKES A BANNER AD EFFECTIVE?

There are no concrete rules about what makes a good banner ad. As in all advertising, an effective banner ad is the product of a number of different factors, and there is no sure way to predict how well any banner ad will do. A lot of successful banner ads are the result of extensive trial and error experimentation: A Web site puts a banner ad up and monitors the response it gets. If that doesn't work, the site tries something else. What makes a good advertisement is largely a mystery.

That said, there are a few qualities that generally make for more effective banner ads in many situations. If you are mounting a banner ad campaign you should keep these suggestions in mind:

• Post banner ads on pages with related Web content -- the more related, the better.
• Advertise a particular product or service in your banner, rather than your site generally.
• If you do advertise a particular product or service, link the banner ad to that part of your Web site, rather than your home page.
• Put banner ads at the top of the page, rather than farther down.
• Use simple messages rather than complicated ones.
• Use animated ads rather than static ones.
• Your graphic content should pique visitor curiosity, without being too obscure.
• Keep banner ad size small. If the page takes too long to load, a lot of visitors will go on to another page.

The most important things are to make visually appealing ads with interesting content and to intelligently place the ads so they are exposed to audiences that would be interested in them. Combining these qualities is a simple notion, but effectively accomplishing this is a complicated art. And like any art, advertising is constantly evolving. New approaches to banner ads pop up all the time.

One interesting development that has been around for a while is targeting. Banner ads that are targeted appear based on the Internet user's activity. For example, advertisers can buy keyword advertising on a search engine, such as Alta Vista or Yahoo, so that their ads are displayed when someone performs a particular search. If an advertiser buys up keywords related to its product or service, it can probably increase click- through rates, because the visitor has already demonstrated an interest in finding sites on that particular subject.

The Internet is an attractive medium to advertisers, because cookies allow sites to gather information about each visitor. It's a good bet that the future of Internet advertising will involve extensive use of this technology to target individual Internet users. Many Web sites are already experimenting with presenting each visitor with specific banner ads that would be likely to interest them, based on information gathered from surveys and the visitor's Web-surfing activity.

GENERATING REVENUE

There are many banner-advertising firms in business and several compensation models are in use. Some firms pay the "web publisher" each time an ad is displayed on his or her website. Some pay a flat fee when a visitor clicks on an advertisement. Other banner advertising companies pay commissions based on sales performance. For example, if a visitor to your website clicks on a banner ad and then subsequently purchases a product, you would receive a portion of the purchase price.

MAKING MONEY FROM ADVERTISING

If you look at many websites, you will probably notice that there are banner advertisements displayed on most pages. If you are a newcomer to the scene, you might think that you must either be a company or that your site must be famous before you can get advertisers, just as it is the case in hardcopy publications.

In reality, anyone with a website can get advertisers. While it is true that if your site is well-known, you may get companies contacting you to offer to advertise on your site, you can get advertising revenue even if you are just starting out and your site is relatively unknown.

The way to do this is to join as an "affiliate" of various companies or sites, either directly, or through an affiliate network. An affiliate network is simply an intermediary with whom you can sign up to get advertisers (as opposed to dealing with individual companies separately).

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