This report investigates the effectiveness of online advertising strategies on customer purchase intentions, using Morrison's, a major UK supermarket chain, as a case study. The study explores the background of online advertising, its significance, and its impact on consumer buying behavior. The research includes a literature review covering advertising strategies, consumer buying behavior, and the impact of online advertisements. The methodology outlines the research paradigm, approach, purpose, strategy, data collection methods (including surveys), sample selection, data analysis plan, ethical considerations, and research limitations. The results section analyzes customer perceptions of online advertising, including demographic data, and evaluates the relationship between online marketing and sales. The report also addresses store managers' perceptions of online advertising. The study aims to evaluate the positive and negative impacts of online advertising on customer purchase intentions and offers recommendations for improving marketing campaigns. The report concludes with a reflective statement and a list of references.