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Of the total expenditure, electrical and computer appliances grouping contributed the most, giving a total of HK$ 30 million. During this quarter of 2008, more than 1000 advertisers advertised their wares over the internet: 5.5 billion internet advertising impressions and 2800 campaigns.
Internet advertising is the mode of promotion, which uses the World Wide Web to communicate marketing messages, intended at attracting customers. Internet advertising is anticipated to grow by 17.4%. This model is expected to overtake advertising over the TV.
Previous studies show that advertising – directly or indirectly influences the purchasing behavior of consumers. According to Mehta (67-69) customers with a fair outlook towards advertising are more likely to be influenced by advertising – into making purchases.
The inquiry will be qualitative in nature: it will capture the qualitative data captured from the informants, to present the facts, as to the subject, as it exists and as it takes places within the marketing context.
Primary data will be collected using the questionnaire method. The questionnaire tools will be disseminated to the study population. Secondary data will be collected through the review of different sources, journals, researches and online libraries: Questia, Ebsco and Science Direct.
A total of 250 informants will be reached during the study. These subjects will be selected based on convenience sampling, which is a non-probability sampling method, where study subjects are chosen on the basis of convenience to the study. For this reason, the sample selection exercise will be easy (Anderson et al. 53-55).
The researchers will place invitations on the internet (online and offline). Over the internet, social networking sites and forums, this will be used to attract the respondents for the study. The questionnaire will be distributed to the respondents through
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