Online advertising, also called online marketing or Internet advertising or web advertising is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. Consumer buying behavior is the subject area of internal and external factors acting in the decision making process and Consumer behavior is the study “of the processes involved when individuals or groups select, purchase, use, or dispose of merchandise, services, ideas or experiences to satisfy needs and desires” (Solomon 1995). Information and communications of new technologies, has created the intelligence community and emergence this community has put a particular conditions facing the audience. One of proposed fields is commercial advertising. Commercial advertising Brokers are trying beside use of the symbols, colors combination, with emphasis on principles and practices of internet advertising to use of the latest communication and media technologies for products introduce, to attract the audience tends of product or service. The advancement of the World Wide Web since the last ten years has completely changed the advertising landscape. Nearly half of the world’s population uses the Internet and people of all age groups are connected to the web. Research shows that people are increasingly using the Internet to seek information about products and their prices before making final decisions. Today, Internet is an important channel in marketing and advertising. This could be due to the ability of the Internet to reduce costs and easy access to online services also missionaries can easily have access to a lot of users and communicate with them in a low cost. (Lages 2004).

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Introduction
Online advertising, also called online marketing or Internet advertising or web
advertising is a form of marketing and advertising which uses the Internet to deliver
promotional marketing messages to consumers. Consumer buying behavior is the
subject area of internal and external factors acting in the decision making process and
Consumer behavior is the study “of the processes involved when individuals or
groups select, purchase, use, or dispose of merchandise, services, ideas or experiences
to satisfy needs and desires” (Solomon 1995). Information and communications of
new technologies, has created the intelligence community and emergence this
community has put a particular conditions facing the audience. One of proposed fields
is commercial advertising. Commercial advertising Brokers are trying beside use of
the symbols, colors combination, with emphasis on principles and practices of internet
advertising to use of the latest communication and media technologies for products
introduce, to attract the audience tends of product or service.
The advancement of the World Wide Web since the last ten years has completely
changed the advertising landscape. Nearly half of the world’s population uses the
Internet and people of all age groups are connected to the web. Research shows that
people are increasingly using the Internet to seek information about products and their
prices before making final decisions.
Today, Internet is an important channel in marketing and advertising. This could be
due to the ability of the Internet to reduce costs and easy access to online services also
missionaries can easily have access to a lot of users and communicate with them in a
low cost. (Lages 2004).
Marketing communications includes various components such as: Sales promotion,
public relations, direct marketing and advertising that advertising is an important
component of marketing, especially e-marketing. (Strauss 2001).
Advertising is usually a paid form of promotional material by some sponsor and
reached through various traditional media such as television, commercial, radio ad,
outdoor advertising, newspaper publisher, magazine mail or modern media such as
blogs, websites and text messages. Furthermore the developments and technological

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advancements have turned advertising to a more pervasive and strong in its impact
and effect (Kriti Shah & Allen, 2001).
Advertising is done in two ways:
a) Offline advertising and through traditional media (TV, Radio, Magazines,
Newspapers etc.)
b) Online advertising (Web sites, Email, online newspaper etc) (Solomon 1996).
Internet and web advertising provided advertisers a way to make product globally
recognized (James et. al, 2013).
With the passage of time there is change in the way the worlds perceive towards
advertisement. Advertisement has changed from conventional to electronic
advertisement in 20th century (Aneeza & Malik, 2009). Internet is an emerging source
and expanding more and more. The growth of internet forces the advertisers to use
this to attract the customer. Online advertisement is more attractive to the consumer as
it uses various ways to advertise ideas like through different websites, social media,
pop up ad etc. It comprises all sort of banner, email, in game and keyword
advertising. In today’s market scenario ubiquitous advertising is a matter of
importance because world has become global village and internet is a ubiquitous
medium for advertising (Aziz & Brown, 2013).
Research Problem
Advertisers are expected to shift and spend millions in internet advertising in the
coming years than TV, print ads and other traditional advertising media. Internet
advertising broadly consists of various commercial content formats delivered by video
clip, print, and audio; either solicited or unsolicited and includes company web sites,
corporate logos, email messages, pop-ups, banner ads, skyscraper ads, buttons,
interstitials, hyperlinks, dynamic media, and interactive games (Ducoffe, 1996;
Goldsmith and Lafferty, 2002; Korgaonkar and Wolin, 2002; Wolin and Korganokar,
2003).
With the rapid growth in technology, the internet is becoming an important one stop
point for consumers in finding most of their needs. Be it communication,

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entertainment, shopping, information search, internet serves as a panacea for all their
requirements. This has led 65% of the ever users to glue themselves to the Internet
and access it on a regular basis. The problem is that, volumes of consumers are online
every day for their personal work, but do they notice the ads, banners etc. displayed
on that webpage, most important what is their recall/remembrance value. What about
the reach of online advertising, is it effective across over all target groups?
Significance of the Study
The study will benefit marketers, businesses, government and academicians. This
study may be able to inform marketers on the consumer preference of the advertising
media and whether using Internet adverting would be effective in reaching and
increasing awareness of the target audience.
Before adapting marketing practices to the Internet, it is imperative to understand the
characteristics of the online customers towards online advertising as would be
revealed by this study. The Internet has grown in popularity as an advertising medium
because, among other things, it allows 24-hour interactivity between the advertiser
and customer. It is important for local businesses to look into internet advertising as
more consumers turn to the internet for their purchasing. A small business that can
offer online purchasing may be able to tap into this customer base.
The government from this study would understand the value of internet advertising
and its influence on consumer decisions which ultimately impacts electronic
commerce/trade, and therefore would effectively regulate how internet advertising is
delivered by acting rationally on laws that would restrict data usage, creating an
ambient environment and availing resources to internet providing companies and at
the same time safeguarding the interest of consumers.
Objective of the Study
i. To investigate effectiveness of online advertising on consumer buying
behavior
ii. To determine the effect of online advertising on reach and creation of
awareness.
iii. To study the relationship between online advertisement and buying behavior
of university students

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iv. Establish the reliability of online advertising through recall
v. To know the demographic characteristics of the respondent
Research Question
1. What is the effectiveness of the online advertising on consumer buying behavior?
2. What are the effect of the internet advertising on reach and creation of awareness?
3. What is the relationship between online advertisement and buying behavior of
university students?
4. What is the Reliability of Internet advertising through recall?
5. What are the demographic characteristics of the respondent?
Review of the Related Literature
Several studies, both in developed countries and developing countries, have all made
significant contributions to our understanding of the different aspects of online
advertising. However, there is a lack of study in this regard in Bangladesh especially
in Rangpur.
Numerous studies have examined the effectiveness of online advertising in the past
decade. The common measures of online advertising effectiveness include ad recall,
ad recognition, brand awareness, clicks or click through rate, attitude towards the ad
and the brand, and purchase consideration (Danaher and Mullarkey, 2003; Dreze and
Hussherr, 2003; Gong and Maddox, 2003; Palanisamy, 2004). Of these common
measures, consumer buying behavior, reach and creation of awareness., relationship
between online advertisement and buying behavior, Establish the reliability of online
advertising through recall, know the demographic characteristics are the focus of the
present study.
Advertising is created for and targeted at the audience. It’s just not only the medium
of buying and selling it makes us inform regarding the trends of world. Advertising
takes the responsibility to convey the commercial message to the audience.
Advertising is a form of communication that provides useful and relevant information
to the audience to act immediately or to use it at the time of purchase (Ankita
Shrivastava, 2014).

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A study has been conducted on the effectiveness of traditional word of mouth and the
advertisement through social media sites on female purchase behavior of Pakistan and
the results shows that they are more affected by the word of mouth rather than the ads
on social networking sites but now the advertisement research style has been changed
due to online ads that have more influence on the purchase decisions. Business
advertisement world has more interactive tools and enrich that has more influence
than traditional advertisement platform (Sadia & Khan, 2015). At some website the
traditional way of advertising is use and the product information is provided. These
ads are similar to ads of other medium. So it means that web carries the ad (Mathew
& peter, Segun, 2013). “Online advertising began in 1994 when Hotwired, the digital
counterpart to the hip wired magazine, started a web with about a dozen sponsors who
paid to have advertising banners embedded throughout the sites” (Mathew & peter,
Segun, 2013). Users cannot avoid from reaching the web advertisements, at least they
need to have the first view of them. They compulsory have to a first look at web
advertising this forced viewing disrupted there visual processing (Aasma, Jaafri, raja
& shahzad, 2013).
a study by Uddin, J. M. and Sultana, T. (2015) shows that consumers have positive
attitude towards online advertising and convenience, age, gender , income, profession,
family structure and ICT familiarity are the factors which influences consumers for
preferring online shopping (Uddin and Sultana, 2015). In a study, Ferdous and Jahan
(2013) found that convenience, interactivity and aesthetic presentation of online ads
influences consumers’ online purchasing intentions (Ferdous and Jahan, 2013).
Rahaman (2014) studied trends, patterns and preferences of consumer to online
buying were studied on a very small sample that limits the scope of generalization of
the result (Rahaman, 2014). In an empirical study Zaman et al. (2013) found that
majority of the respondents have intentions to purchase from the internet because of
the convenience and security (Zaman, Ahmed, and Nehal, 2013).
A study by pi Strategy Consulting on e-Commerce in Bangladesh points that e-
Commerce market is still at a relatively early stage in development which is largely
Dhaka-centric and it caters to a small segment of the population. However, trusts with
online payment mechanisms are the most critical hurdle for growth. About half of the
population of the study has used e-Commerce at least once in the preceding three
months. Of those who are e-Commerce users, over 80% are less than 30 years old,

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and more than half of them are female. Most of them are either university students
(33%) or young professionals (44%). Over 90% of them are based in Dhaka. Most of
the products sold through eCommerce in Bangladesh today are clothing and beauty
products (34%). Other prevailing product categories include: books (12%), travel
tickets (11%), airtime topup (8%), and food delivery (6%). The overwhelming
majority (over 80%) uses cash-on-delivery as a payment method (thedailystar.net,
2014).
Schlosser et al., (1999) surveyed a national sample of over 400 participants and found
no majority opinion of Internet advertising-about a third of the participants liked,
disliked, and felt neutrally toward Internet advertising respectively. The Internet users
found online advertising was informative but less entertaining, and it did not
encourage them to make purchases even they did not perceive it to increase product
prices.
Korgaonkar and Wolin (2002) examined the differences between heavy, medium, and
light web users and concluded that “heavier users hold stronger beliefs about and
attitudes toward Web advertising which likely lead to stronger purchase intent” (p:
201). Comparing with lighter users, the heavy Internet users believed that web ads
were more believable, entertaining, informative and helpful; but harder to understand.
They perceived that web advertising was a good thing, moderately essential, and it
reduced the cost of products. Marketers should include web advertising in their
promotion efforts but the ads should be designed with the respective user groups in
mind. For example, ads targeted to heavy web users should stress the price value
relationship of the products, since they engage in more frequent purchasing and
believe that web advertising helps to decrease the prices of products. Similarly,
Ducoffe (1996) found that Internet advertising was perceived to be informative,
entertaining, useful, valuable, and important. Using a convenience sample of 329
undergraduate students, Goldsmith and Lafferty (2002) assessed the effects of
viewing Web sites on Internet advertising. The findings are both positive and negative
for online advertisers. Consumers who had a positive attitude toward web sites were
more likely to recall brand names and to improve their views of the brands. However,
these young consumers perceived both advantages and disadvantages in Web
advertising. The advantages included providing privacy and more information and the
disadvantages included cluttered and hard to read Web sites.

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Dreze and Hussherr (2003) also examined the effectiveness of ad characteristics on
the ability to recall ad. Animation content, the shape of the banner ad, and frequency
of the ad (repetition) leads to higher advertising recall but not the size of the banner.
In addition, the authors reported that “a banner’s message influences both aided
advertising recall and brand recognition. This indicates that what an ad says is more
important than how it says it” (p: 21). In contrast, Yoon (2003) found that banner
image is more significantly effective than text to assess consumers’ preferences
toward online ads. In terms of consumer responses in the form of liking online ads,
researchers such as Goldsmith and Lafferty (2002) and Metha (2000) have found that
a more favorable attitude towards ads can lead to a higher ability to recall ads.
Goldsmith and Lafferty (2002) found a significant relationship between positive
responses to web sites and the likelihood of recall the brands advertised on the web.
The authors reported that “In general, research suggests that those consumers who
have a positive attitude toward an ad are more able to recall than those with a negative
attitude (p: 320). Metha (2000) made a similar conclusion but the study was based on
print advertising performance.
The behavior of the online consumer is fundamentally different from the consumer of
physical world. Consumer find easy to shop online and this trend is gradually
increasing. To enhance the online shopping advertiser use different strategies such as
its low cost to do shopping online (Ahmed & David, 2014).
Researchers are agreed on these six fundamental principles on which advertising
campaign run: to secure attention; to arise interest; to develop and sustain that
interest; to create desire; to incite action and to create good will (Aneeza & Malik,
2009).
Consumer behavior is always been an important topic in the literature. Consumer
buying behavior is affected by the consumer choice of advertisement (Shmaila &
Ashfaq, 2013).
There are two purpose of online advertising: communicate factor and content factor.
Communicate factor is about featuring of ads and communicating information about
the product. Content factor is about the shape of online advertisement, layout and
graphics that are used in ads to attract the customer (Muhammad & Dwi, 2015).

8. 8
Irritation has a positive influence on the leaving of website that shows too much ads
and the entertainment has a positive influence on the clicking on the ads on different
website to get pleasure and information regarding products (Ali, 2013)
Conceptual Framework
A number of theories and constructs can be helpful in explaining various aspects of
effect of online ads on buying behavior of university students. Various empirical
research following media uses and gratification tradition suggest that, people “select
media contents to gratify certain needs—such as the need to keep informed about
significant events, to escape from everyday problems, to regulate affective and
arousal states, to reinforce existing beliefs and attitudes, or simply, to satisfy habit”
(Vettehen, Konig, Westerik, and Beentjes, 2012). Using the same theory Ferdous and
Jahan (2015) found that if ads fail to fulfill the demands and hampers consumers’
regular activities then they avoid online ads (Ferdous and Jahan, 2013).
Effectiveness is the only way to measure whether the advertising is successful or not.
Besides, it is a result of the media audience reaction to advertising. Lavidge and
Steiner (1961) proposes a marketing communication model in order to measure
advertising effectiveness by consumer’s hierarchy of effects, stair-step from paying
attention to advertised product, to be interested in it, like and prefer it, then finally to
be the real consumer. This model becomes a widely accepted way to measure
effectiveness of traditional advertising (Lavidge and Steiner, 1961). The measurement
is largely based on a one-way view of communication; the marketer’s communication
and consumer’s respond (Stewart and Pavlou, 2002). In this research a conceptual
framework has been used which was similar to the study by Yaakop et al. (2012). In
that study perceived interactivity, advertising avoidance, credibility and privacy were
found influential factors for consumers’ attitude towards facebook advertising
(Yaakop, Anuar, Omar, and Liung, 2012).

9. Fig-1: Conceptual Framework for factors influencing university students’ buying
behavior.
Methodology
To examine the effect of online advertisement
and their attitude towards online advertising, data
of Begum Rokeya University
Students from Marketing,
Geography and Environment
will be chosen purposively as they
online advertising.
This study will be used descriptive research. D
data that describe events and then organizes, tabulates, depicts, and describes the data
collection. It often uses visual aids such as graphs and charts to aid the reader in
Internet
Accessibility
Believe
Irritating
Engagement
9
1: Conceptual Framework for factors influencing university students’ buying
effect of online advertisement on university students’ buying behavior
and their attitude towards online advertising, data will be collected from the students
University, Rangpur and State University by means of surveys.
Students from Marketing, Mass Communication and Journalism, Bangla, Physics,
Geography and Environment and Computer Science and Engineering departments
purposively as they are more or less informed about various aspects of
used descriptive research. Descriptive research involves gathering
data that describe events and then organizes, tabulates, depicts, and describes the data
It often uses visual aids such as graphs and charts to aid the reader in
University
students’
buying
behavior
Age
Gender
Income
Internet
Use
Attitude
Towards
Online
Advertising
Involvement
in making
Purchase
Decision by
help of
Online Ads
Easy
Engagement
1: Conceptual Framework for factors influencing university students’ buying
on university students’ buying behavior
from the students
by means of surveys.
Bangla, Physics,
and Computer Science and Engineering departments
about various aspects of
escriptive research involves gathering
data that describe events and then organizes, tabulates, depicts, and describes the data
It often uses visual aids such as graphs and charts to aid the reader in
Income
Web
Experience
Internet

10. 10
understanding the data distribution and therefore offer a better clarification on online
advertising, and ultimately give a clear picture on the effectiveness and reliability of
online advertising and its relationship to purchase decision.
Stratified sampling technique will be used to select the units for study. 100 students of
these Universities will be used as a study sample to represent the population of
consumers. This sample will be stratified into each year of study and respondents will
randomly select from each stratum to come up with the representative sample of 100
for the entire population.
The research made use of primary data, which will collect using structured
questionnaires distributed to the 100 respondents sample from the Begum Rokeya
University, Rangpur and State University main campus, found outside the library,
from classes, within the university square and within the hostels. The administered
questionnaires will collect after completion by the respondents on the same day and
their responses used for analysis. The questionnaires are both close ended and open
ended questions to enable guide the respondent through filling of the questionnaire as
well as probe them for more information.
The study applied both nominal and ordinal scale to measure a range of factors
establishing the effect of online advertising on consumer behavior and an interval
scale in determining the relationship between online advertising and consumer
behavior. Descriptive statistics will use to analyze the data. The mean responses,
standard deviation and other relevant statistics are computed to better understand the
data. The data that collect will compile and edit to check for logical inconsistencies.
The data will then code according to the responses. Relationships between responses
will assess and present using tables and graphs and analysis will do using SPSS.
Regression and Correlation analysis will apply in this study to reveal relationships
among variables in the findings from the data.

11. 11
Expected outcomes
The expected outcomes related to the research are:
i. It would be possible to investigate effectiveness of online advertising
on consumer buying behavior
ii. It is hoped that we would be able to know the effect of online
advertising on reach and creation of awareness.
iii. It is also possible to examine the relationship between online
advertisement and buying behavior of university students
iv. It would be possible to Establish the reliability of online advertising
through recall
v. It is also possible to know the demographic characteristics of the
respondent

12. 12
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