The document discusses the rise of new media technologies and their impact on society. It notes that people now spend much of their time immersed in media through activities like social networking. The 21st century has become the digital age as technologies like smartphones and the internet increasingly reshape daily life. This represents a shift from older analog media to new digital, networked media where content across different formats converges.

1. CONTENT DEVELOPMENT
A GENERAL INTRODUCTION – MEDIA AND
IT’S CHANGING CONTEXTS

2. Creative industries
 Commercial and industrial production
sectors involved in generating new
cultural contributions through creativity,
skill and talent – include: art, music, film,
performance arts and games;
architecture, design, designer fashion
and craftwork; books, publishing and
software; television and radio;
advertising and public relations.
 Often synonymous for cultural industries.
 (Compare : cultural industries ;
knowledge industries )

3. The media age
 This is the time of the media. Many of us live
our lives increasingly in and through the
media.
 We live what sociologists sometimes call
mediated lives – lives immersed in the
technologies of media communication.
 Some surveys showed that young people
spent more than seven hours per day hooked
up to some kind of electronic communication.
 Watching television is the most common
home-based leisure activity for men and
women. Virtually every one watches it.
 What is important about the new media
technologies is the way in which they have
come to play a prominent role in many
aspects of our everyday lives.

4. The media age
The twenty first century has now become the
digital, networking and information age.
 Television is now slowly receding in to the
corner for many, and the new digital
technologies are taking over and reshaping
life again.
 Spanish sociologist, Manuel Castells, has
argued that ‘ new information technologies
are transforming the way we produce,
consume, manage, live and die’.
 The history of societies can partially be
written as the history of media
communications. Thus we have oral
cultures, written cultures, print cultures and
finally the electronic cultures.

5. The movement from the old
media to new media
THE OLD MEDIA
TECHNOLOGIES
THE NEW MEDIA
TECHNOLOGIES
ANALOG DIGITAL
CORPORATION BASED MORE AND MORE
‘NETWORKED’
SEPARATE MEDIA (Example :
PRINT, COMPUTING, PHOTOS)
ALL MEDIA
CONVERGE(Example :
THROUGH THE iPHONE)
SEPARATE PROFESSIONS INCREASED DIY AND
BLOGGING
LIVE AND LIVED CULTURE ‘VIRTUAL CULTURE’

6. Social media
 A broad category or genre of
communications media which occasion or
enable social interaction among groups of
people, whether they are known to each
other or strangers, localized in the same
place or geographically dispersed.
 It includes newsgroups and social
networking sites. Such media can be
thought of metaphorically as virtual meeting
places which function to occasion the
exchange of media content among users
who are both producers and consumers.
 Social media have also become adopted as
a significant marketing tool.

7. Social networking and the
changing concept of privacy
 The amount of information about us that others
can access continues to expand.
 It takes a minute or two for someone to find out
where we live and all our personal details.
 We generate much of this information
ourselves when we participate in social
networking.
 Our willingness to share information obviously
has a direct effect on our privacy.
 What people consider to be private or personal
information and what they consider to be
public information is in transition.
 Older generations tend to be much less willing
to share information about themselves than
younger generations are.

8. CONTENT DEVELOPMENT
 UNIT 1: INTERNET – FEATURES
AND ADVANTAGES OVER
TRADITIONAL MEDIA

9. THE INFORMATION
REVOLUTION
 The concept of ‘information society’ gained
widespread currency in the 1970s and 1980s to
explain the social, economic and technological
changes that were taking place during those
decades in advanced industrialized societies.
 The social changes included the entry of
entertainment media and computers in the home
and the growth of telecommuting, that is working
from home.
 The divisions between home and the factory or
office were breaking down. The main work
telecommuters did was gathering, processing and
storing information with the help of personal
computers.
 Where the economy was concerned , more
workers were involved with information-related
industries (travel, tourism, hospitality, banking and
insurance etc.) than the production of commodities

10. THE INFORMATION
REVOLUTION
 This was because such production had been
moved to developing countries where low-paid
labor was easily available.
 Later, this was known by the euphemism ,
‘outsourcing’. Industrialized economies were
gradually turning in to ‘information economies’;
they were non-polluting, were capital –
intensive, and were oriented to ‘service’ rather
than ‘production’.
 But it was the technological changes that made
the new kind of social changes and economic
changes possible.
 The innovations in information and
communication technologies brought about by
the integration of telecommunications, mass
media and computing promised greater
flexibility, greater efficiency and lower costs.

11. THE INFORMATION
REVOLUTION In sum, these societies were on the way to
becoming information-centred societies. Their
primary resource was information of all kinds
rather than production of consumer goods.
 Some sociologists believed that an ‘information
revolution’ was taking place, a complete break
from the ‘industrial revolution’ of the 18th and
19th centuries.
 The Japanese writer, Yoneji Masuda, pioneered
the use of the term ‘information society’ to
describe a society which would eventually
‘move to the point at which production of
information values became the formative force
for the development of society’.
 Daniel Bell, the American sociologist and author
of the ‘The Coming of Post-Industrial Society’,
preferred the term ‘post-industrial society’ to
describe the same socio-economic process.

12. THE INFORMATION
REVOLUTION Alvin Toffler and John Naisbett, authors of
‘Future Shock’ and ‘Megatrends’ respectively,
popularized the concept of ‘information society’.
 However, the information that has been
transformed in to a resource and a commodity
is technology-mediated, most of it in digital
form.
 Since different countries are at different stages
of the adoption of information technologies, we
have several ‘information societies’ rather than
only one type.
 Indeed, every society is in a sense an
information society, for information and
communication is what holds it together, despite
its many diversities and rivalries.

13. THE INFORMATION
REVOLUTION
 An alternative view suggests that the
information society is continuation of the
industrial society rather than a revolutionary
break from it, as consumer-oriented free-market
capitalism is still at its heart.
 Others like William Martin would rather label it a
‘broadband society’ since it is
telecommunications (rather than computers and
the media ) which has become the true catalyst
for change.
 But by the closing years of the last century ,
Manuel Castell’s prolific and influential writings
on the ‘network society’ ( more recently ‘ the
mobile network society’), especially his trilogy
on the Information Age had established the term
‘the network society’ as the most widely
accepted label for the technology-oriented

14. THE INFORMATION
REVOLUTION
 For Castell’s ‘ the network society ‘ is a social
structure based on networks operated by
information and communication technologies
based on microelectronics and digital computer
networks that generate , process and distribute
information on the basis of the knowledge
accumulated in the nodes of the networks…..
 It is a formal structure …. A system of
interconnected nodes…
 This ICT based ICT centered society , it is
evident , excludes the majority of the world’s
population .
( THE GREAT DIGITAL DIVIDE).

15. THE ‘INFORMATION
superhighway’
 This image or metaphor for a wired universe
interlinked by networks of computers was
popularized by Al Gore, the Vice-President of the
U.S, in the early 1990s.
 The information highway is an electronic network
that connects libraries, corporations, government
departments and individuals.
 The information superhighway can be defined as
‘an information and communication technology
network which delivers all kinds of electronic
services – audio, video, text and data – to
households and business’.
 It is usually assumed that the network will allow for
two way communication which can deliver ‘narrow-
band’ services like telephone calls as well as
‘broad-band’ capabilities such as video on demand ,
teleshopping, games and other ‘inter-active TV’,
multi-media applications.

16. Internet – features and
advantages over traditional media
 Internet is a world wide system of inter-
connected networks, using the
telecommunications/fiber optic
infrastructure, that now supports a large
number of types of computer-based
communication exchanges, including
consultation of databases, websites and
homepages, conversational interactions,
e-mail, many kinds of e-commerce and
financial transactions.

17. Internet – features and
advantages over traditional media
 The internet is gradually taking over
many , many functions of the ‘traditional’
mass media [example : advertising,
news and information.]
 But ACCESS to the internet is still
restricted by costs to the user, plus
barriers of language, culture and
computer literacy.
 The penetration of internet is slow in
rural areas of India , especially in
northern India.

18. The Internet as a medium :
essential features .
 Computer-based technologies
 Flexible character
 Interactive potential
 Private and public functions
 Low degree of regulation
 Interconnectedness
 Ubiquity
 Accessible to individuals as
communicators
 A medium of both mass and personal
communication.

19. Characteristics of Traditional
Media Vs. New Media
TRADITIONAL MEDIA NEW MEDIA
BROADCASTING : MASS
AUDIENCE
NARROWCASTING: SEGMENTED
AUDIENCE
SINGLE OR FEW CHANNELS OF
FLOW
MULTIPLE CHANNELS OF FLOW
ZERO OR LITTLE FEEDBACK MORE FEEDBACK
MOSTLY ANALOG AND NOT
COMPRESSIBLE
MOSTLY DIGITAL
NOT NETWORKED NETWORKED
SEPARATE INTEGRATED
ACTIVE GATE KEEPING LESS GATE KEEPING
PASSIVE RECEIVER ACTIVE RECEIVER
LESS INTERACTIVE MORE INTERACTIVE

20. Internet – advantages over
traditional media
 Interactivity : The capacity for reciprocal,
two-way communication attributable to a
communication medium.
 Social Presence or Sociability :
Experienced by the user – a sense of
personal contact with others that can be
engendered by using a medium.
 Media Richness : The extent to which
media can bridge different frames of
reference, provide more cues, involve
more senses and be more personal .
[Multi-media environment – convergent
media ].

21. Internet – advantages over
traditional media
 Autonomy : The degree to which a user
feels in control of the content and use
independent of the source.
 Playfulness : Uses for entertainment and
enjoyment, as against utility and
instrumentality.
 Privacy : Associated with the use of a
medium and/or its typical or chosen
content.
 Personalization : The degree to which
content and uses are personalized and

22. History and spread of internet in
India

25. Knowledge economy
 The use of knowledge as the primary tool
to produce new economic benefits or
maximize existing ones.
 Unlike industrial economies, knowledge
economies focus on intangibles such as
information over raw materials and are
therefore motivated by the economics of
abundance rather than scarcity.
 Knowledge industries(computing, media,
medicine etc.) demand people of high
intellectual caliber; knowledge workers are
educated to a level where they can be
autonomous and flexible decision makers
as well as experts in their specialist fields.

26. What is a Knowledge Society ?
 That uses knowledge holistically to
empower and enrich people– and is an
integral driver of sustainable development
(societal transformation)
 A life-long learning society committed to
innovation
 Has the capacity to generate, diffuse, utilize
and protect knowledge - creates economic
wealth and social equity
 Enlightens people towards an integrated
view of life as a fusion of mind, body and
spirit

27. The Dawn of Knowledge Era
21st century will be the century of knowledge

28. Raw Materials
Agri products
Industrial
products
Knowledge
products
Information
products
Innovation
Networks
Technology
Industrial
Society
Agricultural
Society
Information
Society
Knowledge
Society
Societal Transformation

29. The Age of Science
“The 20th century’s unprecedented
gains in advancing human
development and eradicating
poverty came largely from
technological breakthroughs”

30. In a globalizing, knowledge driven world with
increasing importance of service industries
and technological competitiveness, this
contribution can only become higher.
S & T as an engine for development ?
Consensus is emerging among policy
makers and economists that at least half, if
not more, of the economic growth in
countries is directly attributable to science
and technology.

31. convergence
 Any process in which things get closer
together.
 Technological Convergence: The
merging of formerly discrete
communication technologies/media
(notably broadcast media, the internet and
the telephone) and of their functions and
associated genres, facilitated by
digitization.
 However discrete channels for radio,
television and mobile phone transmission
still exist in the digital age.
 At the consumer level, the Smartphone is a
paradigmatic example of a convergence

32. MEDIA CONVERGENCE
 The smart phone , i-phone or the
Blackberry that we carry in our pocket is
our telephone, camera , texting device, e-
mol portal, planner, music playing device
and Internet connection.
 At some airports and for purpose of travel ,
our cell phone can also function as our
boarding pass/ digital ticket .
 Media observers have discussing the
process of media convergence/converging
from traditional types(television,
newspaper, radio etc.) to a single
electronic online platform.
 This means using one device to access

33. MEDIA CONVERGENCE
 One of the best known scholars of media
convergence, Henry Jenkins of the University
of Southern California, argues that media
convergence is actually five different
processes:
 Technological convergence through
digitization of media content. Photographs ,
videos, films, music and words can all be
captured and transmitted in digital form.
 Economic convergence through corporations
seeking synergies. Less than a dozen
corporations control the bulk of our
entertainment media.
 Social convergence through consumers’ use
of multiple types of media simultaneously.
Many of us while reading/ doing something
may be listening to music and may have their

34. MEDIA CONVERGENCE
 Cultural convergence through
multiple platforms that allow
consumers to create, mash-up,
critique and share media content.
Media companies provide these
forums in order to generate content
that costs companies little or nothing.
 Global convergence through the
ability for consumers to interact with
those in nearly every other society. In
the process, culture blend, as do ideas

35. TECHNOLOGICAL
CONVERGENCE
 In course of time, a whole country may
perhaps (like USA) will become one large Wi-
Fi (Wireless fidelity) hotspot.
 Electronic books and newspapers are already
available through devices such as the iphone ,
Blackberry and Kindle.
 Technology firms are developing devices that
resemble magazines in feel.
 These devices are the size of an ordinary
magazine, with a flexible monitor that can bend
and fold just as magazine does, with Wi-Fi
capability.
 But this device is more than just an electronic
magazine or newspaper.
 It will also provide internet access, texting
capabilities and audio and video streaming.

36. TECHNOLOGICAL
CONVERGENCE – the digital
home Imagine that you are at the grocery store and
cannot remember which food items that you
are running short of at home. Fortunately , you
can turn on your mobile communication device,
which will connect to your refrigerator and
through RFID (Radio Frequency Identification
Device), you will be able to know about your
food usage.
 “Smart” refrigerators are among the types of
home appliances that technology companies
are designing with integrated communication
systems.
 If the ability to communicate distantly with one’s
home appliances begins to seen as desirable
by an increasing number of consumers, this
technology will soon be available to many of us

37.  Multimedia means – processing and
presentation of information/communication
by more than one medium – audio and
visual means – in the present context of
ICT.
 The term MM is now most widely used to
refer to communication that is mediated by
computer technologies and that utilizes a
repertoire of graphics, text , sound,
animation and video.
 This includes websites, video games,
digital television, electronic books and CD-
ROMs.
 Multimedia comprises digital technologies
combining various media – for example –
video with audio and text options.
MULTIMEDIA

38. Principles of writing effective web
copy
 Manage your image : projecting and
protecting your brand identity are as
important online as in any other medium.
 Simple navigation: Customers should find
what they easily. Remember KISS (KEEP
IT SHORT AND SIMPLE).
 Don’t waste time: no one likes to wait in
line. Ensure that customers find the
information they seek – fast.
 Keep your product fresh: Anyone who
finds it difficult to navigate through your site
once won’t come back.

39. Principles of writing effective web
copy
 Give it away: If your site does not offer
real value to consumers, there is no real
reason for them to visit.
 Information – the – end : When a
customer visits your site, don’t let her/him
come empty. Reward with content, content,
content.
 Get interactive: Unlike mass media, which
are passive, the new media are interactive.
Think which direction the world is going?
 Follow the rule of ten: Ten is enough for
God(The Ten Commandments). Keep your
list short too.

40. Principles of writing effective web
copy
 Promote your site : if you want
customers on your site, not the ghosts,
get smart about promotion – in the real
world.
 The rules will change: No one who
thinks, “business is usual” today is going
to be in business tomorrow. Be flexible
and ready to move as intelligently as
possible. Keep up with fast changing
online business trends.

41. INTERNET ADVERTISING
 In the recent years advertisement has
become so powerful that its existence
simply cannot be ignored.
 An organization may be advertising
through all traditional media, but if doe
not have an internet presence, viz. a
web site or an e-mail; to get in touch
with, its image receives a setback.
 Hence, internet presence is not an
option, but a must for a company.

42. INTERNET ADVERTISING
 Also, the convergence of various media
has led to the spread of internet.
 People may read your ad in the newspaper,
log on to your website to find more
information, visit consumer reviews on your
site to know the opinions of people about
the product.
 People may also visit third party site to
compare various brands and to place an
order through the contact details provided
in the website.
 Internet further facilitate through multimedia
content that includes not only text and
graphics, but also audio, video and various
interactive features.

43. INTERNET ADVERTISING
 This allows for high impact advertising.
 Advertising through internet is the nee of
the hour and very much required in the
present scenario when people are
hooked to various technological media
for most of the time.
 Companies and organizations should
definitely consider internet for promoting
their products and services just like other
media like TV, magazines , outdoor and
so on.

44. Importance of INTERNET
ADVERTISING With the technological advancement , the
internet has positioned itself as one of the
very important media that can be used for
almost all advertising purpose across all
possible market segments.
 The growing popularity of the internet
triggered an avalanche of interest using this
new tool of marketing.
 As the internet gained popularity, marketers
began to explore if this medium was
lucrative to advertise on and found that it
gave them more than what the other media
could offer.

45. Importance of INTERNET
ADVERTISING The internet provided their customers with
interactivity – consumers could now interact with
their product and build their experience with it.
 The marketers believed that this form of brand
conditioning would enhance the consumer’s
brand experience.
 The rate of technological change in the marketing
environment is an important factor that influences
the marketing success.
 The growth of the internet as a provider of
standard global access to system and network all
over the world is an area of huge interest
currently and will very soon become a major
consideration for the marketing men in Indian
organizations marketing to consumers and
business.

46. Objectives of internet advertising
 Internet advertising can be used to achieve
the following objectives:
 To build brand: many fortune 500
companies, from Kodak to IBM , use the
internet to tell the world about their
products, support their deal channels and
educate the public about their companies
or products.
 To drive traffic to the website: online
advertising offer a proven way to steer
interested buyers to the website, where one
can know more about the product and
services.

47. Objectives of internet advertising
 Develop qualified leads: while at the
website, the best copywriting and
photographs can convince the prospects
and provide good business. How best
one follows each qualified prospect
determines the business.
 Conduct sales : As the prospects
become warm, one can close sales
either online or direct the buyer to their
dealer channel, if that is the seller’s
selling strategy.

48. Terminology used in internet
 Browsers : small businesses seeking to
establish a presence on the World Wide
Web need to understand the importance of
browsers, such as Netscape and
Microsoft’s Internet Explorer etc. to the
Web and to Web advertising.
 These browsers are the tools needed to
read the HTML (Hyper Text Mark-Up
language) documents that make up the
world wide web.
 These documents are fairly easy to create
and many word processing programmes
and web browsers can assist the advertiser
in creating one.

49. Terminology used in internet
 Since the Web could not exist without
these browsers, advertisers need to
understand how they function and how
to use them to their advantage.
 Browsers locate information through
search engines, such as Info seek ,
Yahoo and Google etc.
 Most search engines locate sites that
contain a specific set of words (key
words), as specified by the logic chosen
for the search (i.e; small business and
media).

50. Terminology used in internet
 Browsers also need “plug-in” to run certain
sound and visual effects, so small business
owners need to weigh the benefits of such
features before adding such extra expenses to
ads.
 After all, many potential customers that find
their way to your homepage may have the
necessary “plug-in” to experience those effects.
 Search Engine: search engines generate the
large percentage of new traffic to the Web
pages, followed by links from other sites,
printed media and word of mouth.
 For this reason, small businesses hoping to
establish a presence on the Internet should
make sure their Websites are listed with a
number of search engines.

51. Terminology used in internet
 Advertising on some of the larger search
engines, like Yahoo or Alta Vista, tends to
be expensive but also gives advertiser
more options.
 For example, small businesses can buy
space for a banner advertisement within a
certain search category or even a specific
search term.
 This way, if an Internet user searches for
information on “canoeing” , the banner
advertisement for canoe livery or riverside
campground could appear on the screen
with the search results.

52. Terminology used in internet
 Homepages: in a 1997 Forbes article,
writer William Davidow pointed out that
advertising on the internet “will be
intimately tied to the sales process.
Consumers will search out advertising
sites when want to gather information
about products and services. They will
purchase directly over the network.”
 He and other industry observers note that
homepages already function in a fashion
similar to an advertisement in the yellow
pages.

53. Terminology used in internet
 A homepage, then needs to provide
potential consumers with the necessary
information(phone numbers, addresses,
and product information) for customers to
follow through on desired purchases- or at
least provide them with enough data to
pitch their interest and enable them to
make a purchase or get additional
information via more traditional (i.e; non-
electronic) means.
 Of course, many people using the Internet
are comfortable making purchases over
the Web itself, so business homepages are
also equipped with ability to take product

54. Terminology used in internet
 When developing a homepage, a
business needs to consider several
relevant aspects of electronic text and
presentation.
 First and foremost, a homepage should
be easy to navigate both visually and
physically.
 Key to creating an inviting homepage,
other than aesthetic concerns, is
“hyperlinks”, which allow the reader to
move vertically through the text.

55. Terminology used in internet
 Many experts claim that each level of a
homepage should contain text on one
topic, which should be clearly indicated
by the headings or graphics there.
 A visually cluttered homepage will be
ignored by Web users, who are
notorious for quickly moving to other
sites when confronted with confusing or
uninteresting homepages.

56. Types of internet advertising
 Internet advertising is of a variety of
forms. As the internet matures, the
number of forms continues to expand.
 Most of the internet advertising of today
can be classified as websites, banners,
buttons, sponsorships, interstitials,
search engine marketing, classified ads.
The details are as follows :
 Websites: some companies view their
whole website as an advertising and in
some way it is.

57. Types of internet advertising
 But in truth the website is more than an
advertising. It is an alternative “storefront”,
a location where customers , prospects and
other stake holders can come to find out
more about the company, its product and
services.
 Some companies use their website like an
extended brochure to promote their goods
and services; others act as information and
entertainment publishers and try to create a
cool place that people will visit often; still
others treat their website as an online
catalog store, conducting business right on
the Net.
 Thus, except when used like a brochure,
the website is really more than an

58. Types of internet advertising
 Banners and Buttons: The most
common form of advertising on the web
is ‘banner ads’. Banner ads may be
used for creating awareness or
recognition or for direct-marketing
objectives.
 Banner ads are graphic advertisements
that appear on a website and are
intended to build brand awareness or
generate traffic for he advertiser’s web
site.

59. Types of internet advertising
 Often banners are part of a “link
exchange”, or cooperative advertising
arrangement, in which two businesses with
complementary products and services
advertise each other on their respective
sites in order to reach a large segment of a
given market.
 However, some Web advertising agencies
claim that few people access web pages
through banners; these agencies are now
trying new motion and graphic
technologies to make the banners more
inviting.
 Some experts suggest that businesses
consider advertising banners as just one
part of an online marketing mix.

60. Types of internet advertising
 Similar to banners and buttons, small
version of the banner that often look like an
icon and usually provide a link to an
advertiser’s landing page, a marketing tool
that leads people in to purchasing or
relationship-building process.
 Because buttons take up less space than
banners, so they cost less.
 Interstitials: The interstitial is a catchall
term for a variety of ads that play between
pages on a website, popping on the screen
while the computer downloads a website
that the user has clicked on. All their
various formats tend to perform well in
terms of click-through rates and brand
recall- which is what the advertisers care

61. Types of internet advertising
 Pop-ups : Pop-ups ads that “pop up” by
opening a new browser window when a
specific content page is requested.
 Pop-up ad windows usually open in a
scaled-down size and have only maximize,
minimize and close buttons.
 Pop-ups disturb a user’s browsing
experience, have to be clicked individually
to close the window, and at times overload
a browser’s capacity.
 Hence they should only be used in
exceptional cases.

62. Types of internet advertising
 Pop-unders are a slightly less irritating format since
the new advertising window pops under the content
window.
 Some web pages trigger pop-under when the user
leaves that page.
 Modern day browsers and software allow users to
block all pop-up advertising.
 Sponsorship : Corporations sponsors entire
sections of a publisher’s web page or sponsor single
events for a limited period of time, usually calculated
in months. In exchange for sponsorship support,
companies are given extensive recognition on the
site.
 Search engine marketing : when an internet user
types a word or phrase in to a search engine, two
kinds of results are displayed – those that have
been paid for by advertisers, and those that are
natural.

63. Types of internet advertising
 Pay per click(PPC) is a search engine
marketing technique that requires the
advertisers to pay a fee every time
someone clicks on its website from an ad
that has been place in a search engine’s
result.
 The more the advertiser agrees to pay per
click for a specific keyword and the more
effective the ad, the higher a site will rank
in the paid search results.
 Classified Ads : Another growing area of
internet advertisers, and an excellent
opportunity for local advertisers, is the
plethora of classified and websites, like
CraigsList.org.

64. Types of internet advertising
 Many of these offer free classified
advertising opportunities because they are
typically supported by banners of other
advertisers. In style , the classifieds are
very similar to what are familiar with from
newspapers and so on.
 E-mail Advertising: Sending
advertisements by e-mail is another
method of using the Internet as an
advertising vehicle.
 The use mass direct e-mail, in which
businesses send unsolicited mail
messages to a list of e-mail accounts, has
fallen out of favor and in many cases

65. Advantages of internet advertising
 The internet is truly an interactive
medium that allows customers to directly
interact with an advertiser and establish
a relationship.
 The internet is only true global medium
providing information which instantly
accessible around the world.
 It can generate immediate response.
Products and information are available to
customers on demand. This provides
instant feedback to marketers.

66. Advantages of internet advertising
 The internet users mostly have higher
incomes, more buying power, which is
favorable factor for all the advertisers,
particularly of high-priced products.
 Commercial web sites provide detailed
in-depth information about products and
services to customers.
 The internet reaches business – to-
business users while they are still at
work. Consumer advertising can also
reach these internet users.

67. Limitations of internet advertising
 Standard methods for measurements for
ad exposure and pricing are lacking .
 Targeting costs can be very high
compared to any other medium.
 Slowness of downloads and connectivity
problem discourage users, infrastructure
improvement , costs and access make it
costly alternative medium.
 The cost of personal computer is still
high for low income group and the
technology discourages a large number
of people in developing countries.

68. Limitations of internet advertising
 Doubtful security and privacy concerns
discourage online purchases. So far
internet has not proved safe for financial
transactions and this limits its viability.
 Although internet advertisers can easily
reach the international market, internet
is not really as pervasive in most
developing and under-developed
countries as in the USA or other
developed countries.
 Many countries have outdated
telephone lines and high cost local
telephone lines and services or