Publication

Abstract : The effect of different kinds of advertisement on the internet helps form certain attitudes, beliefs and perceptions in internet users. When they continuously see online advertisements, it may influence their purchase decision to some extent. Different ads occupy different amounts of space on the web page being viewed by the potential customers. They also are displayed on different parts of the web page. Internet users may pay different amounts of attention towards advertisements placed on different parts of the web page as well as when they are of different sizes as compared to the total web page size. The objective of this study was to find out the different factors pertaining to the online advertisement which influence the customers' mind. This study focuses specifically on the students who may be interested in taking online courses and how online ads from educational institutions makes an impact on their decision to first watch the ad or to make a purchase decision or look up the different courses and services offered by the educational institution. © 2015 IEEE.