Buy term paper on How does online advertising affect consumer buying behaviour? (case study of Vodafone)

Does web advertising affect consumer purchase behaviour?
In fact, this is the core question of the study because the main point of any advertising is the elaboration of the target pattern of the consumer behaviour. In other words, companies, such as Vodafone, aim at persuading consumers to behave in the way desirable for the company. For instance, the company may be willing to attract more customers and to increase its sale rates. Therefore, the purpose of its advertising will be to draw the attention of customers and to persuade them to buy products and services of the company. If consumers start buying more, i.e. sale rates grow, or if the number of customers increases, due to advertising, then advertising is efficient. In such a context, the current study focuses on the assessment of the effectiveness of online advertising through its impact on consumer behaviour. Obviously, the more the consumer behaviour changes, the more efficient is advertising (Ciaramita, et al., 2008). Therefore, if online advertising is capable to have a positive impact on the consumer behaviour, i.e. if advertising contributes to reaching the pattern of consumer behaviour which advertisers aim at, then online advertising is effective, but this hypothesis should be tested in the course of the study.
8. Research aims and objectives
a. to identify differences of internet advertising
While identifying differences of internet advertising, it is necessary to take into consideration several factors. First, it is necessary to take into consideration different types of online advertising. In fact, different type of advertising may have different impact on the consumer behaviour. In addition, some types of online advertising may have a stronger impact on consumer behaviour than others. buy term paper
Second, it is necessary to take into consideration the company’s background, including its target customer group and marketing strategy. Obviously, different target customer groups and different background of organizations can make the effectiveness and impact of online advertising different. For instance, Vodafone operates in the telecommunication industry and the use of information technologies and telecommunication system is a norm for the company. Moreover, the company needs to use the full potential of information technologies and telecommunication systems and take the lead in using new technologies. In such a context, it is possible to presuppose that online advertising may be quite effective for the company.
Third, it is necessary to take into account the industry, where the company operates. Online advertising may have different effects depending on the industry, where the company operates (Person, 2010). Different industries may need the use of their specific types of advertising. Therefore, the company using online advertising should assess whether online advertising will be effective, taking into consideration the background of the industry, where the company operates. For instance, specialists (Stallworth, 2010) argue that high tech industries are more inclined to the use of new technologies. Therefore, online advertising may be more effective for them compared to companies operating in other industries.
b. to review intention of customers’ buying behaviour within the internet marketing
In fact, the study should define the impact of the internet marketing on the consumer behaviour. What is meant here is the fact that the study should find out whether online advertising can change the consumer behaviour or not but, before, it is necessary to define whether the internet marketing does matter for customers and whether the internet marketing is capable to change their buying behaviour patterns. Obviously, if the internet marketing does matter, then online advertising may be effective for the company implementing this promotional strategy (Campbell & Wright, 2008). However, this hypothesis should be tested too in the course of the study.
9. Significance of the study
Today, it is hardly possible to underestimate the significance of the current study. The current progress of information technology and telecommunication systems opens wider opportunities for advertisers to use online advertising in terms of their promotional campaigns. Many specialists (Jansen & Schuster, 2011) place emphasis on the fact that the online or internet marketing has great potential, whereas many companies have already started to develop their online marketing aggressively. In addition, the advertising potential of online market can hardly be underestimated because internet allows companies to reach the target customer group regardless of physical boundaries, whereas the effectiveness of online advertising may be higher compared to conventional advertising media (Schenker, 2009). Moreover, online advertising may be particularly prospective, taking into consideration the fact that the number of internet users grows steadily and, what is more, users spend more and more time surfing internet (Jansen & Schuster, 2011). In this regard, some specialists (Stallworth, 2010) point out that internet may become the mainstream media in the nearest future (Kim & Sundar, 2010). In such a context, online advertising is worth studying in details because this study will help to understand the full potential of online advertising, its impact on the consumer behaviour, and its effectiveness.
10. Structure of the dissertation
The dissertation consists of the following parts: introduction, literature review, methodology, data analysis and findings, conclusion and recommendations.
The introduction includes the background of the study and the target organization (Vodafone), including the purpose of the study and its rationale. The literature review part includes the overview of studies conducted in regard to online advertising and advertising at large to understand its effectiveness. The methodology part discusses the methods and subjects of the study and the research design. The data analysis and finding presents the findings of the study and their analysis. The final part will provide conclusions summarizing the findings of the study and recommendations to further studies and application of online advertising by organizations.

 
References
Journals:
Alijani, G.S. et al. (2010). “Effectiveness of Online Advertisement Factors in Recalling a Product”, Academy of Marketing Studies Journal, 14, p. 63-91.
Ayub, Z.A. et al. (2009). “Marketing and Online Advertisement: an Overview of Legal Implication in Malaysia”, International Journal of Business and Society, 10, p. 114-125.
Bonewitz, P.L. (2007). “Beyond Confusion: Reexamining Trademark Law’s Goals in the World of Online Advertising”, St. John’s Law Review, 81, p. 1330-1352.
Campbell, D.E. et al. (2010). “Deconstructing and Operationalizing Interactivity: an Online Advertising Perspective”, Journal of Information Technology Theory and Application, 11, p. 310-334.
Campbell, D.E. & R.T. Wright. (2008). “Shut-up I Don’t Care: Understanding the Role of Relevance and Interactivity on Customer Attitudes toward Repetitive Online Advertising”, Journal of Electronic Commerce Research, 9, p. 275-295.
Ciaramita, M. et al. (2008). “Semantic Associations for Contextual Advertising”, Journal of Electronic Commerce Research, 9, p. 64-72.
Gilstrap, S.S. (2010). “Refreshing the Page on Online Collateral Auctions”, 120, p. 79-84.
Jansen, B.J. & S. Schuster. (2011). “Bidding on the Buying Funnel for Sponsored Search and Keyword Advertising”, Journal of Electronic Commerce Research, 12, p. 188-201.
Kim, N.Y. & S. Sundar. (2010). “Relevance to the Rescue: Can “smart Ads” Reduce Negative Response to Online AD Clutter?” Journalism and Mass Communication Quarterly, 87, p. 111-126.
Laughlin, J.D. & J.B. MacDonald. (2010). “Identifying Market Mavens Online by Their Social Behaviors in Community-generated Media”, Academy of Marketing Studies Journal, 14, 2010.
Lim, Y.-M. et al. (2010). “Response to Internet Advertising among Malaysian Young Consumers/réponse À la Publicité Sur Internet Parmi Les Jeunes Consommateurs Malaisiens”, Cross-cultural Communication, 6, p. 742-752.
McStay, A. (2010). “A Qualitative Approach to Understanding Audience’s Perceptions of Creativity in Online Advertising”, The Qualitative Report, 15, p. 183-198.
O’Malley, K.L. et al. (2007). “Effects of Varying Web-based Advertising-substantiation Information on Attribute Beliefs and Perceived Product Quality”, Academy of Marketing Studies Journal, 11, p. 174-192.
Person, A.N. (2010). “Behavioral Advertisement Regulation: How the Negative Perception of Deep Packet Inspection Technology May Be Limiting the Online Experience”, Federal Communications Law Journal, 62, p. 465-477.
Stallworth, B. (2010). “Future Imperfect: Googling for Principles in Online Behavioral Advertising”, Federal Communications Law Journal, 62, p. 95-121.
Sylvie, G. & H.I. Chyi. (2007). “One Product, Two Markets: How Geography Differentiates Online Newspaper Audiences”, Journalism and Mass Communication Quarterly, 84, p. 1093-1105.
Yoo, C.Y. (2007). “Implicit Memory Measures for Web Advertising Effectiveness”, Journalism and Mass Communication Quarterly, 84, p. 285-296.
Soh, H. et al. (2007). “Trust in Different Advertising Media”, Journalism and Mass Communication Quarterly, 84, 2007.
Books:
Bagdikian, B. H. (2007). The Media Monopoly, Sixth Edition, Beacon Press.
Bovee, C.L. and Thill, J.V. (2005).Excellence in Business Communication. New York: Prentice Hall.
Pine, J. and Gilmore, J. (2007). The Experience Economy, Boston: Harvard Business School Press.
Peters, T. J. (2007). In search of excellence: Lessons from America’s best-run companies. New York: Harper & Row.
Schenker, H. (2009). The Art of Performance. New York: Random House.