Pallavi Mishra
Online advertising, synonymous to Internet Advertising is defined as the paid form of promotion of ideas, goods and services to targeted Consumers using Internet. Online advertising is a comparatively nascent phenomenon for Indian advertising industry but has shown immense potential in its early years and is envisaged to give all other advertising mediums a run for their money in the near future. Internet has pervaded into almost every sphere of human life in past few decades. Businesses across the globe have already begun to realize its immense potential as a tool of commercial communication and profit maximization. One of the most conspicuous effects of internet in the business arena is discernible in the field of advertising. A whole new domain of advertising with revolutionary attributes and ramifications has evolved. Internet has inculcated various new and exciting dimensions to advertising providing advertisers with tools to capture attention of target audiences with greater accuracy and efficacy. The most important dimension that internet has added to advertising is that of ‘measurability’. That is, the feedback to any advertising campaign on internet can be measured fairly accurately, rendering it possible for advertisers to ascertain productivity of their investment in the campaign objectively. One of the main advantages of internet advertising is the ability to publish information instantaneously with the convenience of modifying the content according to requirements without bothering about constraints of time and geography. This paper dives into the online advertising market in India closely tracking the way in which the Indian online ad Industry has evolved.
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Journal of Mass Communication & Journalism received 205 citations as per Google Scholar report
