Lumière undertook an interesting study for an Online Service Provider, which sought to understand how Indian businesses perceive online advertising. It studies their attitudes towards online advertising and looks into how aware of ‘search marketing’ Indian businesses are.
The study reveals that perceptions of online advertising differ according to the size and type of a business. The need for online advertising depends mainly on a few parameters, viz., the objective of the campaign, the target audience, the period and the cost.
This analysis shed light on the potential Indian market in the context of Internet advertising, although it is still at a nascent stage.