2.
1 INTRODUCTION FOR LITERATURE REVIEW
Purpose of Writing Literature Review
The purpose of a literature review is to gain an understanding of the existing research and
debates relevant to a particular topic or area of study, and to present that knowledge in the
form of a written report. Conducting a literature review helps you build your knowledge in your
field. You’ll learn about important concepts, research methods, and experimental techniques
that are used in your field. You’ll also gain insight into how researchers apply the concepts
you’re learning in your unit to real world problems. (Western Sydney University,2017). “To
determine what is known on the topic, how well this knowledge is established and where
future research might best be directed” (University of Melbourne, 2013).
Scope and Coverage of the Study
This study will cover online advertisement and its role in improving integrated advertisement
communication in the organization. There are various medium as noted earlier that marketing
can be carried out on the internet. In this sub-section we shall evaluates few of the categories
and there success stories.
DISPLAY ADVERTISING
This is the earliest kind of online advertising, and it is still one of the most common, especially
on blogs and non-advertising agencies' websites. It is a type of advertising platform that
incorporates the advertising company's message in the form of text, image, animation, videos,
logos, and other tempting graphics that quickly attract consumers' attention. According to
Pawar (2014), display advertising targets consumers or audiences with comparable
characteristics and demands in order to appeal to their requirements and so increase
advertising impact. Advertising companies rely heavily on cookies, which are unique pieces of
information acquired based on an individual's browsing history on a website, allowing them to
target and deliver advertisements from businesses they frequent. Display advertising can take
many different forms.
Banner Advertising
This is the most relevant and often used platform for display advertising. Banner adverts are
frequently featured on online pages and come in a variety of colors and sizes. It includes not
only images, which are the most common, but also video, audio, animated buttons, logos, and
many other formats. Pawar (2014) noticed that banner ad return on investment is primarily
measured in two ways: brand awareness (Robinson, Wysocka, & Hand, 2007; Markova, Prajova,
& Salgovicova, 2011), and message awareness (Robinson, Wysocka, & Hand, 2007; Markova,
Prajova, & Salgovicova, 2011). Second, the level of involvement with the advertisements (click
through rate, CTR). According to Robinson, Wysocka, and Hand (2007), the more people who
click on the ads, the more value the marketer is providing to the organization . According to the
author, empirical studies show that the larger the banner ad, the better the ad performs in terms of
conversion rate. However, the author was unable to clarify whether the assertion is correct
when the banner is placed in all sections of the website. Given that previous research has
shown little evidence to demonstrate the effect of banner size on ad performance (Rettie,
Grandcolas, & McNiel, 2004).
Pop-Up Advertising
Despite the fact that it might be irritating at times, it appears to be one of the most effective
display advertising strategies. A pop-up is a new web page that appears above the current web
page that the internet user is seeing. This could be a pop-up below, where the advertisement
appears on a new web page beneath the one being browsed, or a pop-in, where the material
the internet user is looking for is blurred or temporarily blurred to make space for the
advertisement. Pop-ups are frequently displayed on various websites when visitors scroll down
to a certain level or seek to access the web page (Pawar, 2014; Markova, Prajova, &
Salgovicova, 2011). Most web browsers and antivirus software have integrated algorithms that
block a variety of pop-up advertisements over time, based on the fact that most internet users
find certain of the pop-ups bothersome. Other display advertising worth mentioning include
floating advertising, which float above the web page for a set length of time before being closed
by the website user. Another type is referred to as a trick ad, in which people are misled into
clicking on an advertisement because of where it is placed or because it is mixed in with the
material the user is browsing. Although it has a high conversion rate, it has a minor impact on
advertiser revenue. Another popular ad is the text ad, which advertises with text or text
phrases linked to the advertiser's content. Robinson, Wysocka, and Hand (2007) suggest that it
is simple to implement and may be utilized in e-mail and text messaging.
Organization Pattern of the Review
-Grade 11 Students
ASHS
Different Types of -Quantitative and Affecting the buyer
non-experimental
Online Advertising -Questionnaire
behavior
-Random Sampling
