Assessing Response towards Internet Advertisements Using RCE Scale (with Special Reference to Banking Products and Services)

Abstract

In India, Internet advertising is gaining popularity amongst customers. Banks and the financial institutions have also understood the significance of Internet advertisements. At present, almost all banks are promoting their products and services over Internet. Usually, advertisements over Internet have been posted on the homepage of the bank website, so that whenever any user opens the bank website, advertisements would be visible to them and it also increases the probability of clicking it. Many studies have been conducted relating to the relevance, confusion and entertainment of advertisement shown on television, however rarely any study has been conducted in case of Internet advertisements. The respondents were targeted with the help of RCE (R-Relevance, C-Confusion, E-Entertainment) Scale developed by Lastovicka. From the analysis, it was observed that most of the Internet advertisements over bank website were relevant and only few of them were found to be confused with Internet advertisements.