Concept of Internet advertising

Indian perspectives Online advertising is still in the developing stages in India, while in other parts of the world it has already taken deep roots.  The share of India's online advertising in world pie is almost negligible. But developing countries like India; where Internet users are growing very rapidly, it has huge potential. India's leading advertisers are starting to advertise online, but at a very slow pace.

Indian companies are also showing keen interest in promoting their products or services online.

Online advertising may be defined as promoting goods, ideas or services to targeted consumers using internet as medium.

Broadly, online advertising is about delivering advertisements to online users via Web sites, e-mail, ad-supported software and Internet-enabled smart phones.

       Examples of online advertising include 

• contextual ads on search engine results pages, 
• banner ads, 
• Rich Media Ads, 
• Social network advertising, 
• interstitial ads, 
• online classified advertising, 
• advertising networks and 
• e-mail marketing, including 
• email spam.

 

Reasons for the growth of online advertising in India 

* Advertisement can reach very large number of potential buyers globally. 

* Web superiority over other advertising medium.

 * Web page (advertisement) can be updated any time and changes or corrections are painless.

 * Online advertisement works 24 hours a day, 7 days a week, 365 days a year.

* In online advertisement specific interest groups or individuals can be targeted.

* Online advertisement can effectively use the convergence of text, audio, graphics, and Animation.

* Online advertisements are cheaper in comparison to traditional advertisement. There is no printing costs, no postage costs etc. Benefits of online advertising

 

It offers higher selectivity which is tailored to the user's profile. 

 Some other benefits of online advertising are as under:

* Online advertising facilitates the advertiser to reach an absolutely pinpointed and targeted audience.

* "Traditional advertising is usually a one-way mechanism there is no way for customers to act on the information in the advertisements. 

* The Internet as a medium knows no demographic boundaries and gives the advertiser a huge audience to tap and build brand image if not sell products.

 * Internet's interactive nature allows for greater flexibility than traditional media in the type of information transmitted and the method of transmission. * Online advertisement can facilitate purchase decision. * Enhance customer company relationship.

* Protection of environment.

* Online advertisement expands the company's market to global market.

* It is easy to create, and place, it saves time, labor and money.

 ome of the leading companies from online advertising sector are

• HDFC,
• Citibank,
• SBI, and
• UTI etc.
• FMCG goods have just started to come in led by companies like
• Hindustan Lever,
• Procter and Gamble etc.

  

Advertising major advantage

Online advertising has the major advantage of immediate publishing of information that is not limited by geographic or time constraints. 

Advantages and disadvantages of online advertising 

1.    One of the main advantages of internet advertising is the ability to publish information instantaneously without bothering about constraints of time and geography.

2.    Online advertising is  a process that helps in creating well defined consumer groups.  

3.    It is easier for advertisers to create specially designed messages for specific consumer-segments.

4.    Online advertising is more attractive to consumers because advertisers focus them to match the customers’ interests.

5.    Another advantage is that some online advertising is less annoying than usual advertising.

6.     From the advertiser’s point of view, everything is dynamic. The content and the details can be changed immediately and no waiting for a new edition.

7.    Internet advertising is cheaper than other media

8.    Marketers can achieve an advertise to a targeted audience at a low-cost and to locate groups of consumers who share the same interests. 

9.    Interactivity of the Internet is another significant factor, in that it allows users to express their reaction

10.        Target marketing- a major advantage of advertising through Web is the ability to target specific groups of individuals with a minimum of waste coverage. Through internet advertisements can be targeted to specific customers as per their age, sex, income, education, hobbies, interests and geographic locations. 

 11.                       Messages can be designed to appeal to the specific needs and wants of the target audience. 

12.                       Interactive capabilities- because the Internet is interactive, it provides strong potential for increasing customer involvement and satisfaction and almost immediate feedback for buyers and sellers.

          

13.                       Enhancing   effective interaction with their customers and to improve their experience with their brand. 

 

Disadvantages On the other hand, the Internet has quite a few disadvantages. 

1- The most prominent  disadvantage is  the lack of user privacy. Many marketers track users’ activities online and send marketing messages that relate to their interests despite the users’ wishes. 

2- There are many types of online advertisements, such as pop-up ads commonly perceived to be rather annoying. 

 3- The confusion that may result from the complexity of online advertisements; as those often consist of a long text, photos, music and video.

face book advertisement

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Western Music

 Western music, music produced in Europe as well as those musics derived from the European from ancient times to the present day.

Music in Western civilzation has undergone several major style phases,  this  is simplest chronological sequence: 

1. EARLY MUSIC (c1100BC-1700AD) 

1. Ancient Greek and Roman music (c1100BC-450AD) - 
2. Medieval music (c450-1450) -
3. Renaissance music (c1450-1600) - 
4. early Baroque music (c1600-1700

2. COMMON-PRACTICE MUSIC (c1700-1900)

1. late-Baroque music (c1700-1750) - 
2. Classic music (c1750-1820) -Music of the Classic Era (c1750-1820) 

During the Classic Era, composers sought balance, clarity, and resolution in their works. They wrote distinct themes , and developed clear musical formal designs based on tonality (home-key centered music). 

 

"Music in The Classic Era." The leading composers of the Classic Era are Haydn, Mozart, and Beethoven, 

The most dramatic and influential musical design created in the Classic Era is sonata form. 

Mozart wrote many kinds of https://www.youtube.com/watch?v=Y_5K8f5CZpgmusic, especially daring and social-revolutionary in his theatrical works  . 

3.Romantic music (1820-1900): 

Music of the Romantic Era (c1820-1900). Around 1820,  began an era of flamboyant and colorful personal expression known as Romanticism. Music got bigger, longer, louder, more colorful, and more daring. A wave of musical nationalism resulted that promoted the individual musical traditions, native tongues, and politics of the composer's native country

Some representative composers of the Romantic Era are 

1. Schubert (Austria),
2. Berlioz (France), 
3. Chopin (Poland), 
4. Wagner (Germany), and 
5. Tchaikovsky (Russia).

3. MODERN MUSIC (c1900-present):

1. early 20th-century music (c1900-1945) - 
2. Avant-garde music (cutting-edge experimental music) 
3. Modern Popular music 

Around 1900, the "Modern Music" emerged, in which each composer established their own sound and musical language, and each piece of music was an opportunity to explore entirely new musical aspects. 

In this period, composers began to think very differently from the past, creating new and completely individual compositional approaches. The most important of these early pioneers of modern music are 

1. Debussy (France)
1. https://www.youtube.com/watch?v=srRclf_P8xg, 
2. Schoenberg (Austria)
1. https://www.youtube.com/watch?v=thpFcyUsXWg, and 
3. Stravinsky(Russia).
1. https://www.youtube.com/watch?v=7KOZzoSXrts

Avant-garde While some composers continued to write more conservative/traditional music, many composers--particularly Americans--have strived to be on the forefront ("avant-garde") of musical experimentation. A few examples of this are shown below:

Many modern popular musicians have been equally creative in their innovations through blues, jazz, rock and roll, rap, film music, Broadway musicals, digital multimedia, etc. Even when we think we have exhausted every possible way of making music, some ingenious new musician will take us to new ground, and continue the cycle of human expression through the art and the gift of music. 

jazz

rock

roll

rap

film

roadway song

https://wmich.edu/mus-gened/mus150/2Survey%20Of%20Musical%20Styles%20-%20Jacobson.pdf

The defining feature of modern music is the breaking-down of all traditional aesthetic conventions, thereby unleashing complete freedom in all aesthetic dimensions, including melody, rhythm, and chord progression. 

The development of audio recording technology, along with the ability to quickly and cheaply distribute recordings and scores, were central to the revolutions of modern music. The vast catalogue of Western art music became much more accessible. Moreover, non-Western music was suddenly open to exploration (via notated and recorded works), thus exposing Western composers to countless exotic musical ideas

New Music Families

Music  of the pre-modern world can be broadly divided into two kinds. 

Folk music 

emerged naturally among cultures throughout the world, while art music was deliberately cultivated by small numbers of professional composers. 

Folk music generally features relatively simple structure/theory and has a relaxed, informal quality, whereas art music generally features relatively complex structure/theory has an elevated, formal quality.

 

Popular music

 With the development of modern mass media  a new family of music was born: popular music, which has the simple structure/theory and informal quality of folk music. Instead of developing gradually among a given culture, however, popular music develops at a swift pace  in the hands of professional composers .

Popular music emerged in the United States from the fusion of two folk traditions. 

One was American folk music, which consisted of various traditions descended chiefly from British folk music (which, naturally, had been imported to colonial America);

 the other was African music, carried to America by thousands of slaves. Most genres of popular music can be traced back to the merging of these traditions, in which Western major-minor tonality was combined with the rhythms of Africa.

Mass media also gave rise to film music, a special branch of Western art music. Film music generally employs major-minor tonality, given that this system allows emotion to be conveyed in such a clear, powerful manner . Film music is the only form of art music in history to be regularly experienced by a large proportion of society; all other art music (especially that of the modern age, which is generally quite inaccessible) is enjoyed by a much more limited audience

Impressionism

The style of Western music known as impressionism is considered to embody the transition from Romantic to modern music. Romantic music (like Baroque and Classical music before it) tends to feature a strong sense of forward motion, in which a well-defined melody is supported by chord progressions that provide tension and release (see Tonality). Impressionist music, on the other hand, tends to feature static harmony; chords are not arranged to provide tension and release, and thus the sense of forward motion is mild or absent.I473-77,5

Impressionist composers often select chords for their individual sounds rather than arranging them in progressions. Impressionist music can thus be described as series of harmonic textures, as opposed to a melody supported by a harmonic foundation. This makes impressionism superb for conveying atmosphere (rather than forceful emotion)

Modern Western art music can be divided into three branches.

One is radical modern music, which encompasses all types that depart extremely from traditional Western music. The primary member of this branch is atonal music; 

another is music comprised of non-musical sounds (i.e. noise).

The third and final branch of modern Western music is major-minor tonal (i.e. music that features major-minor tonality). In terms of art music, this branch encompasses most film music and musicals; additionally, it includes most popular music. Thus, in terms of sheer audience size, major-minor tonality continues to dominate Western music.

https://www.youtube.com/watch?v=uJ8oEWMZ0c0

 https://www.youtube.com/watch?v=PVJS3d6Ef-I

http://www.essential-humanities.net/western-art/music/modern/#:~:text=Modern%20Western%20art%20music%20can,musical%20sounds%20(i.e.%20noise).

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Indian Music and Western

Indian classical music is the classical music of the Indian subcontinent. It has two major traditions:

• the North Indian classical music known as Hindustani and 
• he South Indian expression known as Carnatic.

Indian classical music is one of the oldest forms of music in the world. It has in diverse areas such as the ancient religious vedic hymns, tribal chants,  devotional temple music, and folk music. Indian music is melodic in nature, while  Western music which is harmonic. 

 

The fundamental concepts of Music are 

the  swara (musical note), 

raga (a melodic concept, or scale of notes) and 

tala (beats timing or rhythm).

 

SWARAS

The word swara ( notes) is derived from the Sanskrit word ‘Svar’, which means sound. There are different forms of sound. But the sound which is soothing to ear and which is musical is known as swaras or .

Hindustani classical music has 7 major notes also known as Shudha Swaras.

Sur Long name

 Sa      Shadaj

Re       Rishabh

Ga       Gandhar

Ma       Madhyam

Pa       Pancham

Dha     Dhaivat

Ni         Nishad

 

Shudha Swaras

Sa and Pa swaras are called pure swaras (shudha swaras) and have a fixed position. They are also known as Achal Swaras.

 Vikrit Swaras – Komal and Teevra

Swaras other than Achal swaras can be sung half note above or below their original position. They are known as Vikrit Swaras.

Re,Ga,Dh,Ni can sung half note below and are known as Komal Swaras.

  Ma is sung half note above it’s original note and is known as Teevra Ma.

Thus in total there are 12 swaras –  7 shudh and 5 Vikrit.

Out of 5 Vikrit swaras, 4 are Komal and 1 is Teevra.

 

 

RAGA: THE MELODIC CONCEPT

Ragas are frameworks of keynotes or  a set of musical notes put together in a singing pattern - that denote them.

Technically speaking, a raga is simply a group of notes or swaras. 

Thus a raga is basically established by the notes used in its ascent and descent. 

When arranged in ascending order of their notes, the Ragas are in an aroh pattern.

When the notes are arranged in a descending fashion, they are in an avaroh pattern.

These primary divisions of Ragas are:

1.      Raag Asaravi, 2.      Raag Bhairav, 3.      Raag Bhairavi, 4.      Raag Bilawal

5.      Raag Kafi, 6.      Raag Kalyan, 7.      Raag Khamaj, 8.      Raag Marwa

9.      Raag Purvi, 10.   Raag Todi 

Raag Asaravi is a parent raga, consisting of all the seven musicals notes but arranged in a different pattern.  This raga is usually supposed to be practiced in the late morning hours. In the ascending order, it has 5 musical notes in a haphazard manner: ‘Sa’- ‘Re’ - ‘Ma’- ‘Pa’ - ‘Dha’But in its descending order, it has all the 7 musical notes present in a different order: ‘Na’ - ‘Dha’ - ‘Pa’ - ‘Ma’ - ‘Pa’ - ‘Dha’-  ‘Ma’- ‘Pa’ - ‘Ga’ - ‘Re’ - ‘Sa’.

 

 

What is a tala in Indian music? 

TALA: The sense of rytham

“The measurement of these speeds is tala.

It is a metric cycle with a specific number of beats—from 3 to 128—that recur in the same pattern throughout a musical performance.

Simply stated, a tala is the beat given for timing notes an orders in a musical composition. It is cyclical, and gives the musician the rhythm and in a tempo. 

Laya

 

“Rhythm is laya. The word laya is derived from the root lai to move. So, laya means movement.

The sp

eed variations of this manifestation of movements fall under the categories: 

1.  Vilambita or slow, 
2. Madhyama or medium and 
3. Drutam or fast.”

 

Kāla

“Kāla(kaala) is Time. Time is maintained by units and subunits. In music, time measure is relative and not an absolute measure as timed by seconds and minutes.

 

 

Jāti

“Jāti(jathi) means a class or group. The Jati of a tala is determined by its laghu. The five Jatis , namely varieties of 

1. laghu ,
2.  Tisra
3. Chatusra
4. Khanda
5. Mishra
6.  and Sankeerna

 

 

Graha

“Graha means position. And in this context, also called eduppu, the particular position where the song begins. And when it begins at the very start, it is called samam.

 

https://www.youtube.com/watch?v=_F-gXUUL3_g 

Yati

“Yatis are various rhythmic patterns ‘that occur in the words or swara passages of songs.

 

 

 https://www.youtube.com/watch?v=3eT2NoTYwNA

 

 https://www.youtube.com/watch?v=nCjUQjXPIxEhttps://www.youtube.com/watch?v=nCjUQjXPIxE

 

Difference between Indian and Western Music Note

Form	Indian music, in its classical form, is broadly classified into two major traditions: the North Indian music and the South Indian music. The North Indian classical stream is known as Hindustani, while the South Indian classical music is called Carnatic. Both are collectively referred to as Indian music, but there are some slight differences in ornamentation, scale creations, and articulation.	Western music, on the contrary, is the genre of art music that celebrates the life of Europe, the United States, and other societies established by European immigrants
Melody/Harmony	The raga and tala are the two fundamental elements of the Indian classical music. The raga is a melodic framework that is a combination of swaras, while tala is the basis of rhythm which keeps the time cycle. The Indian music is based on melody or single notes played in a specific order.	The Western music, on the contrary, is based on harmony that uses tonic progression and counterpoint abundantly. Western music has a standardized written notation meaning you have to play exactly as it is written.
Pitch	–while the Indian Classical music uses a much more complex system of scales, with parent scales and descendant families that sound very different from each other. Indian Classical music, on the other hand, does not follow an equi-tempered division of notes; instead uses different pitch ratio for the notes in different scales.	Western music uses major and minor scales and equal temperament notes, In the Western music, there are only two sets of pitch ratios between the notes, one for the major scales and the other for the minor scales.
Notes	There are seven basic notes and five variations which are arranged in an order of increasing pitch to form a scale or a gamut, termed as “saptaka” (sapta means seven) in Indian Classical music,	an “octave” in the Western music.
	Indian music divides the saptaka into twenty two intervals which are known as “srutis” with seven natural notes (shuddha swar) and five sharp/flat notes (vikrit swar	As a comparison, there are semitones in Western music, twelve of them to an octave. While saptaka is the word used to refer to a set of seven notes, another one “sthayi”, is also current. This corresponds to ‘register’ in Western music.
Scale	The tonic note of “Sa” is an adjustable note that can be placed anywhere and there is no fixed rule for where Sa should be particularly placed. Once the Sa is chosen, the basic Indian scale – Sa Re Ga Ma Pa Dha Ni	corresponds with the Western C major scale – Do Re Mi Fa So La Ti – with seven whole notes in the scale and a complete octave of twelve notes. A raga scale can begin on any pitch, the tonic roughly corresponding to C in Western scales. But unlike Western C, it does not necessarily have to be specific frequency and all other notes are generated in reference to the constant tonic.
	n Indian Classical music, an octave is divided into twelve notes and there is no fixed rule regarding where your octave can start. The starting point is “Sa” which can be placed anywhere and once the Sa is chosen, the basic Indian scale – Sa Re Ga Ma Pa Dha Ni –	corresponds with the Western C major scale – Do Re Mi Fa So La Ti – with seven whole notes in the scale and a complete octave of twelve notes.

 

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