Internet has developed over the recent years on its applications, speed and the general users. This has been due it flexibility and accessibility to very wide areas which may be cannot be reached by the use of roads. Internet has been used not only in business advertisement but also areas such as communication, entertainment, education, electronic trade and fostering national unity. National unity is very important aspect in human interaction in daily activities. Schumann, (2007).
The revolutionary change brought about by internet advertisement has a greater impact on consumers as they can easily know the dealers of different prices. Plus the development of business online platform such as JUMIA, consumer can now order anything they want at their comfort zone without unnecessary movement but just using the internet. Internet advertisement has generally change the way we do business allowing different users and business men and women to deal in a variety of goods. Internet and advertisement have generally change the way people do business as it allow the retailers to deal in a range of products.
It can also be used to predict the market trend of a given area. Internet and advertisement has can create awareness within a short period of time based on the current trends, Safko, L. (2010). According to the study, many companies have now turned to internet in advertising their product through social media such as Facebook, Instagram and WhatsApp.
Internet has given the consumers to access the information concerning the product and services they want. This is because internet allow consumers to access range of products and services around the world in turn, this has caused a reduction in time spent by such consumers during shopping. Since they are assured that whatever product they saw online is available.
Business people have been using different advertising methods without knowing the most effective method to advertise their products and services. Currently the print ads are widely used and they are not economically in the long run as compared to internet advertisements which is relatively freely, which only requires an internet connection and a platform. Since internet advertisement comes with several advantages such as video clip, audio and it can also be done on the company’s websites, skyscrapers ads, company’s logo, pop-ups and even email addresses.
Internet and advertisement when embraced as a method of advertisement, it will increase consumer’s awareness on product and services certain company is dealing. This will increase consumer’s decision making when it comes to purchasing.
This chapter aims at providing and acknowledging the work done by the previous scholars in relation to this particular topic. It provides a clear insight and a bit of history on internet and advertisement development over the last years.
In classical theory, which mainly focuses on consumer’s behavior when it comes to advertising, this is sometimes called the psychology of emotions. In this study it was clearly indicated that ad-evoked feelings initiated by internet adverts promotes general marketing and purchasing power of consumers. While on the other hand, such kinds of adverts may brought up mixed reactions of both positive and negative emotions depending on the level of content being displayed. Consumer’s response towards such contents remains a greater challenge most researchers to predict the advertising trends in relation to consumers’ reactions. But generally negative response is always considered to comprise very small number of people, that’s just according to democratic world. In the world of business, even that small percentage is very important, since one loyal customers is better than five random ones, Aksakall?,(2012).
Most scholars have suggested that ads should induce positive thinking to consumers that will push them to seek solution from product and services that have been displayed through the internet adverts. Though there is no standard measure that can be used to actually tell the consumers response compared to what ads was intended to create.
Classical theory actually brought something called learn by association. It talk about both conditioned and unconditional stimulus induced by advertisements through internet. Proponents of this theory is based on the fact that there is an association between products and positive stimuli on product preferences. There exist a notion that, a simple association between products, which is called conditioned stimulus while there is another association of music, which is now unconditioned stimulus. All these can affect the preference of a product as measure of choice.
However, these effects can be diminished by the rapid growth of technology, which has been facilitated by internet. This is when internet and advertisement comes in, this kind of product and service advert present the consumers with a variety of goods and services. It also provide the consumer with specifics concerning the product preference. This new idea should be embraced as it will facilitate general growth in marketing.
This chapter provides details on research methodology that were employed during this research methodology. It shows description of methods of data collection employed, the design specification, instruments and equipment used during the research study.
This research was employing something called descriptive research, this kind of research provides a detailed information certain events and explains why such events do happen in that particular pattern. The representations are usually inform of data and tables and sometimes even graphs. The graphs usually offer the visual data distribution of a particular events. Business design is usually different from engineering design since there do exist many variables and software programming which is not always the case in the business design such internet advertisement as a way of promoting purchasing ability of consumers.
Observation was the main tool used during the study to collect data and observe the general behavior of the consumers. Interviewing was another techniques that was employed during the study to the views and suggestion of the consumers, how they want the adverts to be done in the internet, the pictures that should be displayed and information that should cover such adverts. Interviewing was the most appropriate as it provided one on interactions with the consumers.
The study employed the use of both primary data and secondary data. The data collected during interview prove to be very crucial in terms predicting the advertisement trend based on what consumers want and what the companies or the retailers were able to provide. The interviews were done through questionnaire and it was random meaning that the response gotten were truly affecting them directly and this could help in general improvement of such kind of ideas altogether. After the administration of these questionnaires and result collected, analysis of these results was the next set of action, Leeflang, (2012).
After data collection, analysis was the next course of action applying both nominal to achieve correlations and avoid ambiguities such as negatively skewness. At the same time we were able to employ ordinal scale in mathematical analysis to established internet effectiveness when it comes to advertising and determining the relationship that exist between consumers and internet advertisement in general. Generally descriptive analysis was used to analyze the primary data. This was used to calculate the mean, mode and standard deviation of the response. Besides these statistical analysis, correlation and regression analysis were used to reveal relationship among the variables. The data and tables are discussed in detailed in the following chapter.
This sections present the findings of the study from the previous chapter. It provides a detailed analysis and information in terms of tables and even graphs to measure the rate of response. Since the objective was to determine the effectiveness of the internet in advertisement and determines its reliability in creating consumers awareness. The questionnaires were offered randomly to a small population to represent the entire region. Their response constituted of around 70% of the population within that area. Their response was so great that nobody could doubt the information given and this showed their interest concerning the new development which was being proposed.
The interviewing was conducted based on age bracket and the gender whether male or female. Females between the ages of 25-35 years forms the majority considering the turn-out. The lowest age bracket constituted of males between the ages of 19-25. This group of men seems to be involved in other activities other than internet advertisements.
The general data is represented in the table below.
|
Age bracket |
Frequency |
Percentage. |
|
19-24 |
10 |
20 |
|
25-35 |
15 |
80 |
|
Total |
25 |
100 |
The findings indicates that, the majority of people that were really being affected by these old advertisement methods were people between the ages of 25-35. They were ready and willing to embrace new advertisements techniques such internet and advertisement plus all its benefits it was to come with World Bank Group. (2014).
The next analysis was to categorize the sampled group in terms of gender of sex. In the category women were the popular and they were well identified with their love for business. But it doesn’t mean that men aren’t business oriented human beings, they are but most them does not have passion it. Men who able to take part in this exercise were more ambitious with this particular idea, since they like ordering products at their comfort zones most of the items.
|
Frequency |
percentage |
|
|
Female |
20 |
80 |
|
Male |
5 |
20 |
|
Total |
25 |
100 |
Source: field data
This was one of the objective of this study aiming at providing and creating awareness among the consumers, Park, (2001). The study sort to establish how internet advertisement is relatively cheap as compared to other methods such as radios and television which are currently in use though not popular. Majority of the respondents concerning this objective were females between the ages of 19-25. The results were tabulated and it’s shown below.
|
Frequency |
percentage |
|
|
Entertainment |
9 |
25 |
|
Awareness |
3 |
10 |
|
Time wasting |
1 |
5 |
|
Boring |
1 |
5 |
|
Obnoxious |
1 |
5 |
|
Communication |
10 |
50 |
|
Total |
25 |
100 |
Source; data from field.
From the table above it very clear that internet used in communication has higher number of people and forms the highest percentage of the total number of the respondents. There is those people who considered internet as a boring and obnoxious thing. They dint consider that anything good could come from internet.
They associate internet with negativity and a total waste of time. They recorded the lowest number of percentage. Majority of them were the older or aging generation. Mostly they associate internet with theft and full of conmen. But from the table it’s very clear that most people embrace the use of internet and the current development of technology. Though it has some limitations, but the advantages out way the shortcomings.
The analysis to be was to determine the time spent on other advertising platforms as compared to internet as tool for advertisement.
The table shows the variability in terms of the time spent on using other platforms and internet.
|
Mean |
Standard deviation |
|
|
TV |
4.25 |
1.25 |
|
Newspapers |
2.41 |
3.25 |
|
Radios |
4.27 |
1.24 |
|
Internet |
8.3 |
0.50 |
Source; data from the field
From this table it’s very clear that internet has the highest number of users with an average mean of 8.3 and a standard deviation of 0.50. They forms almost over 70% of the total number of people staying in a given regain at particular period of time because technology grows each and every day. Radio and newspapers are losing relevance with time because they are not flexible in terms of language and that is probably why most peoplepreferinternet to other sources of business advertisements.
The study established that internet is very effective when used in business advertisement since, according to the findings, it’s very clear that many people embraced internet as a tool for communication and entertainment Noe, (2006). Even though a small population still do not trust internet but it’s only a matter of time before they come to embracing fast growing method of doing business. Even though the reach of internet has been made much simpler and closer to people, it has not been embedded well in the businesses and marketing. If internet and advertisement could be embraced in all sorts of business, it could save a lot of people if not consumers a lot time checking appropriate places where they could get product and services, Pettigrew, (2013).
Though Televisions are currently the most popular medium for advertisement, they are also getting distinct with time, because they lack flexibility which the internet could have when used in mobile phones. When used in phones, the consumers could get information in real time regardless of where they are provided they have internet connection.
Conclusion, summary and recommendations
This research found out that, the internet effectiveness in advertisement is highly efficient and has been embraced by most of the consumers. This is due to flexibility of the internet as tool for advertisement as compared to other forms such as radio and televisions. Higher percentage of the general population has embraced the growth of technology more so the internet and when it can be used for business advertisement it can help convinced other that internet can be used positively. This study was able achieve all its objectives based on the test results on chapter four. It was able to responses and views of different stakeholder concerning the internet and how it can be used to reach many within a short time during advertisement of goods and services. Leiner,(2009)
Conclusion
The objective of the study was accomplished and now it an appeal to embrace this idea in promotion of business through advertisement using the internet. Even though cannot be the only way to go about through this, but it should be the most commonly used tool because of its flexibility and it’s relatively cheap in the long run.
Even though this great is still being embraced by business people, a lot of work still need to be done in the following areas; creating awareness on the use of internet and online businesses.
However there exist some limitations which can come as result of this internet and advertisement, such limitation includes; fraudsterand conmen can take advantages of innocent consumers.
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