Impact of Information Technology on In-Store Sales - A Study on Online Advertisement

Advertising has been found to be one of the major predictors of sales. Newspapers, highway hoardings, magazines, road shows etc. are the traditional methods to build up brand and bring the notice of consumers to the product. But the advent of information technology has influenced the advertising media and has caused a dramatic change in the method of advertising even in the developing economies. A large number of consumers refer to internet while making a purchase decision.

The paper aims at finding out the impact of online advertisement on the in - store sales. The study has been conducted through the opinion of in - store consumers who are internet users. The study is supposed to help the policy makers in designing online advertisement.