PERSUASION OF ONLINE ADVERTISEMENTS AMONG INTERNET USERS
CHAPTER ONE
Introduction
1.1 Background of the Study
According to Kleppner (cited in Okpoko, 2008, p.7), the practice of advertising is as old as man. The urge to advertise seems to be part of human nature. The oldest method of advertising is by town crying. It became the earliest medium of announcement in England in 1100AD. William Caxton, an early English printer made advertising history in 1478 when he printed a handbill now regarded as the first known printed English advertisement, which advertised the book he had printed (Kleppner, 2002, cited in Okpoko, 2008).
Wilson (2000) (cited in Odunze, 2013, p.2) states that advertising is an ancient activity that has been traced to have began since through the word of mouth to persuade people, which is the major (and still known as the most powerful) form of persuasion in advertising. Advertising has been in existence since humans began to provide each other with goods and services. Advertising as an individual form is generally accepted to have started since the advent of newspapers in the 17th century.
The advent of advertisement dates back to the old times. To persuade product users, societies make use of pictorial signs and symbols. For centuries, these main elements were basically used to promote products. Also, Belch (1998) and Aaker (1991) (cited in Ma and Liu, 2010) records that, for many decades, advertising has been in existence. It is the only means of relating to a promotion mix that has its final function to set up channels of information and make people to sell goods and services or promote an idea by persuasion. Due to the importance of advertising, persuasion is considered to be one of the most effective communication tools in marketing. In the world’s convoluted society, both customers and businesses are connected due to the significant communication system advertising has developed into.
Abideen and Latif, 2011 (cited in Abideen & Saleem, 2011) records that nearly everyone grows up in the globe which is filled with the mass media, for example television, videos, music, billboards, magazines, newspapers, internet, and advertising. When it comes to advertising, all media affect audiences, but that of the internet is regarded as one of the strongest media of advertising due to the number of people it can reach and persuade. But in today’s environment, online advertising happen to be one of the most important sources of communicational instrument between the manufacturer of a product and the consumer of the product (Abideen & Saleem, 2011). Furthermore, Katke, 2007 (cited in Abideen & Saleem, 2011), states that as a promotional technique, online advertising serves as a basic tool for drawing the attention of potential consumers to take eventual purchase decision.
Advertising on the web (since 1994) is known as one of the efficient and effective means of marketing and advertising due to its global visibility, low-cost, effective performance tracking and measurement. In an article published in New York’s PR-Newswire on August 9th, 2001, $906.4 million was spent on online advertising in the U.S in 1997, and the top five web sites data released by the Jupiter Online Advertisement Forum shows that the sites (MSN, Yahoo, iWon, Excite, and Netscape) made close to 10 billion U.S. Dollars from online advertisement at mid-2001 (Gao, Sheng, & Chang, 2012).
According to Belch and Belch (1998) (cited in Ma & Liu, 2010),the different traditional mass media that have the ability to convey or disseminate advertising communication include TV broadcasting, newspapers and magazines. Hamill (1997) (cited in Ma & Liu, 2010, p. 6) also states that the Internet is the latest medium for businesses, which has brought about the growth and development of enterprises mainly by providing a new living space. Lavidge and Steiner, 1996 (cited in Ma & Liu, 2010) records that online advertising has been considered to be an investment in a long term process, when it comes to the effects of advertising.
Tavor, (2011, p. 121) records that the Internet has turned into a major source of consuming information, and to some level, has changed old media i.e., the television, the newspaper and the radio. The commonest ways people use the internet are mainly for searching through recent information and data, and for purchasing products and services because of its mass availability. Luk, Chan, and Li (cited in Tavor, 2011, p. 121) state that online advertising helps to sell products and services through interactive and colourful catalogues and makes audience have recent and available information. It also enables them to purchase both international and local products. The ability for internet users to interact with a company’s website makes their purchasing decision more efficient, because the website can provide more complete information on the product line than other media tools which will eventually persuade them to purchase it.
Prabhakar and Alwitt (1989) (cited in Schlosser, Shavitt, & Kanfer, 1990) state that the determination of how online advertisement persuade Internet users has been regarded important to trace because it likely affects consumers’ attention, reaction, and exposure to individual ads done through a variety of intellectual and emotional processes.
1.2 Statement of the Problem
It is very obvious that the internet as an information superhighway has empowered many platforms where internet users interact and share ideas. Nowadays, some platforms such as Facebook, Twitter, or online forum have made it widely possible for anybody to advertise any product online. So, the problem here is how do we trust those who are advertising products online and how can we know the reliability of the products?
Most at times, internet users found some of the advertised products as scams and frauds. Another problem with online advertising is the lack of physical touch of the products advertised and lack of physical contact with the advertisers to ask further questions. It is also an issue with online advertising that some internet users do not have the required skills to navigate through the pages of the web to actually know what the online advertisement is all about. Incompetence and unprofessional skills of advertisers is another problem with online advertising. Internet users are the people to patronize a product or services, but if the manner in which the products are advertised is not eye-catching to the internet users in terms of interface and persuasion terms used, the online advertiser will end up not gaining the interest of the users. Bearing in mind the problems stated above, are internet users still persuaded by online advertisements?
1.3 Aim and Objectives of the Study
The aim of this study is to determine whether online advertisements persuade internet users in Minna, Niger State to purchase advertised products.
The objectives are to:
- Determine whether internet users in Minna, Niger State are exposed to online advertisement.
- Find out the reaction of internet users in Minna towards online advertisements.
- Determine whether internet users in Minna, Niger State are persuaded by online advertisements.
CHAPTER TWO
2.0 Literature Review
2.1 Introduction
The review of relevant literature is the main topic of this chapter. A literature review covers theoretical and methodological contributions to a certain issue in addition to the state of knowledge at the time of writing. It provides information about the state of the art in relation to the subject you are writing about. It examines the body of work on the chosen subject. The literature evaluation in this study comprises the …
Procedure for Downloading the PDF (Docx) Material
Persuasion of Online Advertisements Among Internet Users can be downloaded by requesting the full set of materials at the project or seminar cost. The document will be sent via Microsoft Word (MS-Word) format via WhatsApp (e-mail) following payment confirmation.
| Seminar Material Cost ₦3,000 | Project Material Cost ₦5,000 |
Request Complete Material
 | Click here to request the Complete Material via WhatsApp including;
|
TABLE OF CONTENTSPRELIMINARY PAGES
- Title page
- Approval page
- Dedication
- Acknowledgement
- Table of Contents
- Abstract
INTRODUCTION
- 1.1 Background …
- ⋮
LITERATURE REVIEW
- 2.1 Introduction
- 2.2 Conceptual Review
- 2.3 Theoretical Framework
- ⋮
- 2.4 Empirical Studies
- 2.5 Research Gaps
- 2.6 Summary of Literature Review
CHAPTER THREE
RESEARCH METHODOLOGY
- 3.1 Introduction
- 3.2 Research Design
- 3.3 Population of Study
- 3.4 Sampling and Sampling Technique
- 3.5 Validation of Research Instrument
- 3.6 Method of Data Collection
- 3.7 Method of Data Analysis
- 3.8 Questionnaire Administration
- 3.9 Ethical Consideration
- 3.10 Statistical Analysis
CHAPTER FOUR
DATA ANALYSIS, RESULT AND DISCUSSION
- 4.1 Introduction
- 4.2 Presentation and Analysis of Data
- 4.3 Re-statement of Research Questions
- 4.4 Test of Hypotheses
- 4.5 Discussion of Findings
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
- 5.1 Introduction
- 5.2 Summary of Findings
- 5.3 Conclusion
- 5.4 Recommendation
- 5.5 Suggestion for Further Study
REFERENCES
APPENDIX A - “QUESTIONNAIRE”
Disclaimer for Complete Material Utilization
The displayed research work titled "Persuasion of Online Advertisements Among Internet Users" is stated as a research guideline towards accomplishing your assigned project / seminar research work. All the research materials on this website are ONLY for research purposes and should be used as a guideline in developing your research work. For no reason should you copy word for word as projectlist.com.ng will not be liable for any who copied the material. By ordering the complete research guideline, it signifies that you've accepted our terms of service.
PRELIMINARY PAGES
- Title page
- Approval page
- Dedication
- Acknowledgement
- Table of Contents
- Abstract
INTRODUCTION
- 1.1 Background …
- ⋮
LITERATURE REVIEW
- 2.1 Introduction
- 2.2 Conceptual Review
- 2.3 Theoretical Framework
- ⋮
- 2.4 Empirical Studies
- 2.5 Research Gaps
- 2.6 Summary of Literature Review
CHAPTER THREE
RESEARCH METHODOLOGY
- 3.1 Introduction
- 3.2 Research Design
- 3.3 Population of Study
- 3.4 Sampling and Sampling Technique
- 3.5 Validation of Research Instrument
- 3.6 Method of Data Collection
- 3.7 Method of Data Analysis
- 3.8 Questionnaire Administration
- 3.9 Ethical Consideration
- 3.10 Statistical Analysis
CHAPTER FOUR
DATA ANALYSIS, RESULT AND DISCUSSION
- 4.1 Introduction
- 4.2 Presentation and Analysis of Data
- 4.3 Re-statement of Research Questions
- 4.4 Test of Hypotheses
- 4.5 Discussion of Findings
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
- 5.1 Introduction
- 5.2 Summary of Findings
- 5.3 Conclusion
- 5.4 Recommendation
- 5.5 Suggestion for Further Study
REFERENCES
APPENDIX A - “QUESTIONNAIRE”
Disclaimer for Complete Material Utilization
The displayed research work titled "Persuasion of Online Advertisements Among Internet Users" is stated as a research guideline towards accomplishing your assigned project / seminar research work. All the research materials on this website are ONLY for research purposes and should be used as a guideline in developing your research work. For no reason should you copy word for word as projectlist.com.ng will not be liable for any who copied the material. By ordering the complete research guideline, it signifies that you've accepted our terms of service.
Frequently Asked Questions (FAQ)
Is the topic “Role and Problems of Financial Institutions to the Growth of Small Scale Business in Nigeria” recommended for Banking and Finance (BF) Project?
Yes it is highly recommended — The purpose of this study is to x-ray the mobilization and channeling of fund to business sectors. The study is to access the contributions of the Nigeria banking industry to the growth of small and large scale business as well as the role of finance in enhancing the growth and development of small and medium scale business. This lies in identifying the major problems confronting these enterprises which are the issue of financing (fund). Also, the various sources of funds, which are available for the small scale enterprises, are also highlighted. The study involves a field survey; the required data were collected through primary and secondary data. Secondary data were collected from textbooks, newspapers, journals seminar papers and other publication …
Can the material for “Implication of Inflation on the Nigerian Economy” be used as a guide for Public Administration (PA) Project?
Yes it can be used — This research work is an attempt to find out some basic facts about people’s attitudes toward implication of inflation on the Nigeria economy. The aim of writing this project is to satisfy a pre-condition for the award of Diploma in Public Administration. It is also intended to highlight control of inflation on the Nigeria economy. This can be achieved when Nigeria government control inflation on the Nigeria economy. The study is not exhaustive owing to the time and financial constraint encountered in the course of carrying out the research works. However, the researcher tried to highlight the major aspects of the scope and objectives of the study in a way it could provide an input to develop deeper analysis. This …
Can the material for “Awareness and Prevention of Pre-eclampsia Among Pregnant Woman” be used as a guide for Nursing (Science) Project?
Yes it can be used — Preeclampsia (PE) is a multisystem disorder characterized by de novo hypertension and proteinuria or superimposed to maternal hypertension or nephropathy in pregnant women who are usually beyond 20 weeks of gestational age. The study was carried out to examine the Awareness and Prevention of Pre-eclampsia among Pregnant Woman Attending Antenatal Clinic in Ukpenu Health Center, Ekpoma, Edo State. In achieving this aim, the following specific objectives were laid out to identify how pregnant women prevent eclampsia at the maternity hospital and identify the strategies used for management of pre-eclampsia among pregnant women. Investigation revealed the pre-eclampsia is a major global health problem and a common medical complication of pregnancy among pregnant women residing in low and middle income countries. It …
Can the material for “Design and Implementation of Diagnosis Prescription System for Breast and Prostate Cancer” be used as a guide for Computer Science (CS) Project?
Yes it can be used — Expert system for diagnosing of breast and prostate cancer is an automated system that will aid in diagnosis of both prostate and breast cancer in Federal Medical Center Owerri. Detecting diseases at early stage can be overcome and treated appropriately making use of this system. Identifying the treatment accurately depends on the method that is used in diagnosing the diseases. A Diagnosis system can help a great deal in identifying those diseases and describing methods of treatment to be carried out taking into account the user capability in order to deal and interact with expert system easily and clearly. This project work presents an expert system for diagnosis of breast and prostate cancer based on expert system techniques (EST). The methodology …
Is the topic “The Role of Mass Media in Disseminating Agricultural Information to Cassava and Plantain Farmers” recommended for Agricultural Engineering (AE) Project?
Yes it is highly recommended — This abstract is basically concerned to ascertain “The Role of mass media in disseminating Agricultural information to cassava and plantain farmers in Ovia North East Local Government Area. It also analyses the problems of mass media to cassava and plantain farmer’s recommendation was also made. …
Can the material for “An Evaluation on the Opinions of Biology Students on Issues with Safety and Management in Laboratories” be used as a guide for Education Project?
Yes it can be used — Biology laboratory Management is responsible for providing advice and information to scientists on health and safety, particularly on how to carry out risk assessments and on appropriate control measures during biology practical. The study was carried out to evaluate the Opinions of Biology Students on Issues with Safety and Management in Laboratories. In achieving this aim, the following specific objectives were laid out to ascertain the effect of poor management of laboratory equipment on student performance in biology, examine if there is biology laboratory in secondary schools and ascertain the role of student in the management of laboratory equipment;. The research design used in this report is descriptive design, utilizing questionnaire method to obtain information from the respondents for this …
Can the material for “Design and Implementation of an Online Cash Receipt Generating System” be used as a guide for Computer Science (CS) Project?
Yes it can be used — Cash receipt is a written acknowledgment that a specified article or payment has been received. It records the sale of goods or provision of a service. The aim of the study is to Design and Implement an Online Cash Receipt Generating System. In achieving this aim the following objectives were laid out to develop an application software that will keep track of the files can at any operates the organization and client’s financial report and design a software that will generate accurate customer’s cash receipt for goods/item sold. The motivation that led to the implementation of the proposed system is that the speed of generating receipt for goods sold and processing data manually is slow and prone to errors. Also, …
Can the material for “Design and Implementation of Computerized Fraud Detection System in Banks” be used as a guide for Computer Science (CS) Project?
Yes it can be used — Fraud is the deliberate deception practiced with a view to gaining an unlawful or unfair advantage. The aim of the study is to Design and Implement a computerized fraud detection system to prevent fraud. In achieving this aim, the following specific objectives were laid out as follows to develop an application software that will aid in monitoring and controlling of fraudulent and provide quick enquiry about information in financial sectors. The motivation that led to the implementation of the proposed system is as a result of the losses of bank fraud can affect all consumers, merchants and issuing banks. The methodology adopted in this study is the structured system analysis and design methodology (SSADM) which is a technical approach for …
Can the material for “Cultural Belief and Immunization” be used as a guide for Sociology Project?
Yes it can be used — The hostility of community member towards immunization has been a concern to the health workers and this has been attributed to their cultural belief. The objective of this study is therefore to examine cultural beliefs and immunization of children. 120 questionnaire were administered were designed for three categories of respondents who are parent, health personnel’s and traditional and religious leaders. Each group mentioned was administered with 40 questionnaires each as they were randomly sampled from each group. Simple percentage and chi- square was used to present the result of the questionnaire and the hypothesis. The result showed that cultural beliefs affect people’s response to the immunization programme in Birnin Kebbi local government areas, that the attitudes of people toward immunization of …
Can the material for “Influence of Personality Traits on the Academic Achievement of Business Education Student” be used as a guide for Education Project?
Yes it can be used — Business Education as a course in institution of higher learning in Nigeria become popular with the popularisation of vocational studies in the Nation’s education curriculum, with all efforts of setting the idea of the importance of vocational training by the Federal Government enrolment in vocational related training did not receive the expected boost particularly in Federal College of Education, Osiele, Abeokuta. This project attempts to examine the influence of personality traits on the academic achievement of business education students in the Nigerian school system. In order to conduct proper investigation of the study, 60 students were randomly selected from the department of Business Education, Federal College of Education, Osiele, Abeokuta in Odeda Local Government Area of Ogun State students questionnaire …