GENERAL OPINION ABOUT ONLINE ADVERTISEMENTS AMONG THE TEENAGERS – AN EMPIRICAL STUDY

Dr K Pongiannan, Jayakumar Chinnasamy, Dr Muzammal Khan, Dr Sarfraz Ahmed Dakhan

Abstract


In the electronic component of advertising media, Internet advertising has completed about seven years
till now and emerging as a new interactive media for advertising when compare to Radio and TV as an
electronic media for advertisement which are 40 years and 15 years old respectively. Around 1.4 million users are added every
month and internet is growing at an incredible fast in all the places of world. A recent survey reveals that in India during the year
2000 the number of internet users was 3.1 million and now in the year 2013 India is the second largest country in the world with
more than 300 million internet users. This ultimately attracts the markets and advertisers to promote their products at global
level. Thus, this paper focussed on analysing the attitude of teenagers about online advertising because internet is surfed by the
young people at large.


Keywords


Advertising, Internet, Online, Teenagers

Full Text:

PDF

References


Rodgers, S. & Thorson, E. (2000), The Interactive Advertising Model: How Users Perceive and Process Online Ads. Journal of Interactive Advertising 1(1), pp. 26-49. Retrieved December 26, 2006 from http://www.jiad.org/vol1/no1/rodgers/rodgers.pdf.

Wolin, L.D., Korgaonkar, P., and Lund, D. (2002), Beliefs, attitudes, and behaviour towards Web advertising. International Journal of Advertising, 21, 87-113. Retrieved December 9, 2006 from the Communication & Mass Media Complete database.


Refbacks

  • There are currently no refbacks.