IMPACT OF MESSAGE DESIGN ON DISPLAY ADS INVOLVEMENT AND EFFECTIVENESS: AN EVIDENCE FROM INDIA

Authors

  • Dr. Bijay Prasad Kushwaha

Abstract

The digital advertising budget is increasing day-by-day. Even new marketers are also
entering into digital marketing. The biggest challenge in this form of advertisement is
engaging customers with ads and making it an effective marketing campaign. Display ads is
an online marketing tool which allows marketers to promote their offering in the form of text,
image, and banner. The objective of this study is to find out the factors that help to involve
the target audience with ads and makes an effective online campaign. This study has taken
personalisation, content, and design of display ads as factors that increase the involvement of
the target audience and click-through-rate. The click-through-rate determines the
effectiveness of display ads. The convenience sampling technique was applied to identify 358
samples of Greater Mohali. The finding of the study suggests that the design of display ads is
the most important factor which grabs the attention of users on the display network websites.
The smart PLS-SEM 3.0 was used to analyses and establish the framework of effective
display ads.

Downloads

Download data is not yet available.

Downloads

Published

2020-11-30

How to Cite

Dr. Bijay Prasad Kushwaha. (2020). IMPACT OF MESSAGE DESIGN ON DISPLAY ADS INVOLVEMENT AND EFFECTIVENESS: AN EVIDENCE FROM INDIA. PalArch’s Journal of Archaeology of Egypt / Egyptology, 17(6), 2042 - 2052. Retrieved from http://mail.palarch.nl/index.php/jae/article/view/1096