A Study on Effectiveness of Online Advertising among College Students with Special Reference to Perambalur District

Abstract

The right advertising channels and appropriate advertising are one of the success factors of the organization in the competitive environment of information. The proper utilization of these techniques along with a good website can help organizations to draw traffic and achieve internet marketing goals they have set up. The web site of an organization becomes one of the most significant tools in competitive environment in the information age. Focus has been placed on the click-through rates, instead of on attitudinal responses, and it is necessary to assess the effectiveness of online advertising from a more comprehensive perspective. Web based advertising has sizable effects on brand loyalty and perspectives. Online advertising features force consumers to make relationship with Organization’s brand, which leads to increase brand image in purchaser’s mind. The data are collected from college students in Perambalur district and the sampling technique is stratified random sampling technique.  For statistical analyses, SPSS-25 version used and Statistical tools like percentage analysis, Correlation-test, Inter correlation matrix-test, ‘t’ test and ANOVA test applied.  The findings were based on the Research hypothesis, demographic profile and various dimensions of effectiveness of online advertising among college students.  Suggestions and Conclusion are based on these findings.