Online advertising is the means of promoting a product on the Internet using various Internet features. With the arrival of the Internet, the business world has become digitalized, and people prefer to buy stuff online, which is easier and faster. Online advertising, otherwise known as e-advertising, gives a new dimension and unique charm to the product, which is an added advantage. The primary benefit of online advertising over traditional form of advertising is that it surpasses all geographical boundaries, which cannot be gained locally. This leads to great progress in business, which is the ultimate aim of any businessman. Online advertising offers a wide spectrum of recognition, which is incomparable to any other mode of advertising. Online advertising has no time limitations and can be viewed day and night throughout the globe. It also reduces the transaction cost and contributes to the profit of the company and is secure in competition against international marketing. The owner is much more satisfied because a secure business is more beneficial and reliable. Certainly, online advertising is one step ahead over others, and helps to keep pace with the fast-changing world.

1. Belch, George E. and Michael A. Belch (2001). 'Advertising and Promotion.' New York: McGraw-Hill/Irwin.
2. Dahlen, Michael (2001). “Banner Advertisements Through A New Lens.” Journal of Advertising Research, Volume 41, Number 4, pp. 23-30.
3. Dou, Wenyu, Randy Linn, and Sixian Yang (2001). “How smart are 'smart banners'?” Journal of Advertising Research, Volume 41, Number 4, pp. 31-43.
4. Ducoffe, R. H. (1996). “Advertising Value And Advertising On The Web.” Journal of Adverting Research, Vol. 36, Issue 5, pp. 21-35.
5. Edwards, Steven M., Hairong Li, and Joo-Hyaun Lee (2002). “Forced Exposure And Psychological Reactance: Antecedents And Consequences Of The Perceived Intrusiveness Of Pop-Up Ads.” Journal of Advertising, Volume 31, Number 3, pp. 83-95.
6. Gallagher, Katherine, Jeffrey Parsons, and K. Dale Foster (2001a). “A Tale Of Two Studies: Replicating 'Advertising And Content Evaluation In Print And On The Web.'” Journal of Advertising Research, Volume 41, Number 4, pp. 71-81.
7. Gallagher, Katherine, Jeffrey Parsons, and K. Dale Foster (2001b). “The Medium Is Not The Message: Comparing Advertising Effectiveness And Content Evaluation In Print And On The Web.” Journal of Advertising Research, Volume 41, Number 4, pp. 57-70.
8. George D'Elia(2007). “The Impact Of Youth's Use Of The Internet On Their Use Of The Public Library.” Journal of American Society For information Science and Technology, Vol. 58, Issue 14, pp. 2180-2196.
9. Gotham, Rich (2002). “The Future Of Online Advertising.” The Journal of Business Strategy, Volume 23, Number 3, pp. 9-10.
10. Hoffman, D.L. and Novak T.P. (1996). “Marketing in Hypermedia Computer-Medicated Environments: Conceptual Framework.” Journal of Marketing, Vol.60, Issue 3, p. 50.
11. Kenneth C., C. Yang (2004). “A Comparison Of Attitudes Towards Internet Advertising Among Lifestyle Segments In Taiwan.” Journal of Marketing Communications, Vol. 10, Issue 3, pp. 195-212.
12. Lenhart, A., Rainie, L., & Lewis, O. (2001). 'Teenage Life Online. The Pew Internet & American Life Project.' Washington, DC: Pew Memorial Trust. <a href=http://www.pewinternet.org/pdfs/ PIP_Teens_Report.pdf target="_blank">http://www.pewinternet.org/pdfs/ PIP_Teens_Report.pdf</a> accessed on December 5, 2011.
13. Rakesh Sapna, Khare Arpita (2011) . “A Study On e-CRM Applications For Indian Fast Food Chains. ” International Journal of Electronic Customer Relationship Management, Vol.5, Issue 1, pp. 58-74.
14. Luk, Sherrif T.K .; Chan, Wesley P.S.; Li, Esther L.Y. (2002). “The Content Of Internet Advertisements And Its Impact On Awareness And Selling Performance.” Journal of Marketing Management, September, Vol. 18, Issue 7/8, pp. 693-719.