Abstract
Advertising becomes necessary due to the competitive environment prevailing in the business activities. Advertising will have impact on the minds of customers. Now-a-days internet invading the households in urban areas, this situation resulted in new kind of advertising through digital mode. Advertising impact can be known only if it resulted in increasing of sales or sales revenue. Business firms are adapting digital techniques in their activities to stay ahead in the competition or stay in the business. Digital advertising is one of the effective techniques in the business. It is easy to adopt and use. Digital advertising can be controlled by the business firm itself. The new era customers are searching internet frequently before making any purchase. This gives business firms to explore opportunities through internet. Digital advertising has limitation as it can reach urban areas of the country so far. Rural areas are not still having adequate resources for digital mode of advertising to reach. This paper is a conceptual one in this regard to know the behavior of customers towards digital advertising and its effectiveness.
Key words: Digital Advertising, m-Commerce, Rural Area, Urban Area, e-Commerce.
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