INTERNET ADVERTISING

 The Internet facility has developed  in the early 1960 in USA.  It was a means of supercomputer communication for researchers and for the US Department of Defense s across the country.

 Until in 1990s, the Internet   mostly used by academics, military researchers, and scientists around the world .

At present, Internet the fastest growing medium in history, offers incredible opportunities for a wide range of people in both business and advertising. 

Type of Internet Advertising :

Ads on the Internet can take a variety by forms.

Most advertising on Internet can be classified as 

• websites, 
• banners, 
• buttons, 
• sponsorships,
• Meta ads, 
• classified ads, and 
• e-mail ads.

 

Websites: 

Some companies consider their whole website as an ad.

Website typically consist of a home page and an indefinite number of subsequent pages that users can visit for further information. A web page refers to a single HTML (hypertext markup language) file, which, when viewed with a browser, may actually be several screens long.  Some companies use their website like an extended brochure to promote their goods and services.

 Banners : 

The ad banner is the basic form of web advertising. A banner is a little billboard that spreads across the top or bottom of the Web page. At present one comes across larger banner ads that can dominate the screen or even provide television commercials. When users click their mouse pointer on the banner, it sends them to the advertiser‟s site or a buffer page.

Buttons: 

These are similar to banners. They are small version of the banner those often look like an icon usually provides a link to an advertiser's home page. Since they take less space than banner, they are less expensive.

Sponsorships : 

A form of advertising on the Internet that is getting popular is the sponsorship of Web pages. Corporations sponsor 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. 

Interstitials : 

This is a dynamic form of Net advertising. It is a catch all term for a variety of animated ads that pop up on the screen while the computer downloads a website that the user has clicked on. 

There are now many types of interstitials including pop-up windows, splash screens, superstitials, etc. Meta

Ad : 

Used in search engines (such as Yahoo, Google, etc.), a met ad is an advertisement displayed on the results page of a search, specific to the searched item. Meta ads are also referred to as keyword advertising. This method enables an advertiser to target a specific audience. 

For example, if a user searched for the term “handicrafts and handlooms”, the Meta ads displayed might be for handicrafts and handlooms items.

Classified Ads : 

Another growing area for Internet advertisers in the classified ad websites. Some of these websites offer free classified advertising opportunities because ad banners of other advertisers support them. 

They are similar to newspaper classified ads. You can search for homes, cars, jobs, toys, shoes etc. 

E-Mail Advertising : 

Advertisers can send e-mail advertising to customers who have asked for it. It is similar to direct mail advertising, and therefore, it is the most effective form of internet advertising. However, there is too much of span via the e-mail. 

Span refers to unsolicited, mass e-mail advertising for product or service that is sent by an unknown entity to e-mail addresses.

Advantage of Internet Advertising:

1. Interactive Medium : 

It allows consumers to directly interact with an advertiser, thereby establishing future relationships.

2. Enormous Audience : 

With an audience of about 500 million people world wide (some estimates put the figure at 1 billion people), the internet is the only true global medium, providing information and commercial opportunities that are immediately accessible around the world. 

3. Immediate Response : 

Products and information are available on demand made by the consumer, thereby, providing instant feed back for the advertiser.

4. Selective Targeting : 

Advertisers can reach the right target audience, especially through the Meta ads.

5. Proximity to Purchase : 

It may be the greatest advantage of Internet advertising. Purchasers can be targeted right wither they are, right at the moment when they are considering of making a purchase.

6. Affluent Market- 

Internet medium enables to reach the affluent market of the society.

7. Provides In-depth Information : 

 Commercial websites provide detailed information about products or services to the Internet users seeking information.

8. Reaches Business-to-Business Users : 

The Internet medium can reach to B2B users when they are still at work, not only business related information, but also consumer products advertising while they are working.

 

 Disadvantages of Internet Advertising:

1. Lack Mass-Media Efficiency : 

Internet is not a mass medium as the case of radio and television. Therefore, it may never offer mass media efficiency. 

 2. Slow Downloads : 

The downloading of websites is very slow in many parts of the world, including India. The ads that pop up in between only irritate the Internet users.

3. Problem of Span : 

There is too much of Spam via the e-mail. Therefore, e-mail users do not consider going through even the responsible ads.

 4. Problem of Online Purchases : 

In India, most consumers would like to physically inspect the goods before purchases. That is not possible in online advertising.

 5. Untested Medium : 

There is hardly any research to test the effectiveness of Internet advertising. Therefore, a good number of markets in India do not give much importance to Internet advertising

Read More

ROLE OF ADVERTISING IN MARKETING MIX

                

Marketing mix consist of four important variables of marketing, i.e.

4Ps-Product, Price, Promotion and Place.

Apart from the traditional 4 Ps, there are also other variables, i.e.  

Price, Packaging, Postion, and Pace.

 Advertising is an element of promotion.

1.      Advertising and Product :  A product is normally a set of physical elements, such as quality, shape, size, colour and other features. The product may be of very high quality .At times, the product is so designed that it requires careful handling and operations. Buyers must be informed and educated on the various aspects of the product. This can be effectively done through advertising. Thus, advertising plays the role of information and education.

2.       Advertising and Price : The price is the exchange value of the product. A marketer may bring out a very high quality product with additional features as compared to competitors. Advertising can convince buyers regarding the superiority of the brand and thus its value for money

3.       Advertising and Place : Place refers to physical distribution and the stores where the goods are available.  To facilitate effective distribution and expansion of market, advertising is of great significance. Thus advertising do help in effective distribution and market expansion.

4.       Advertising and Promotion : Promotion consists of advertising, publicity, personal selling and sales promotion technique. Advertising can play a significant role to put forward the claim of seller, and to counter the claims of competitor also help to develop brand image and brand loyalty.

5.       Advertising and Pace : Pace refers to the speed in marketing decisions and actions. It involves among other things the launch of new products or brand variations at greater speed than before. As and when new brands are launched, advertising plays an important role of informing, educating and persuading the customers to buy the product.

6.       Advertising and Packaging : The main purpose of packaging is protection of the product during transit, and preservation of quality and quantity. Nowadays, marketers take lot of efforts to develop and design attractive packages as they carry advertising value. It also carries an assurance of quality and creates confidence in the minds of customers to buy the product.

7.      Advertising and Positioning : Product positioning aims at creating and maintaining a distinct image of the brands in the minds of the customers. Through advertising the marketer can convey the positioning of the brand and accordingly can influence the buying decision of the target audience. 

Read More

What Is Conspiracy Theory Addiction?

 

A conspiracy theory can be defined as the belief that a secret-but-influential organization or individual is responsible for a circumstance or event. People often think that these beliefs are rare or sometimes absurd.

A lot of conspiracy theories relate to politics. That 9/11 was orchestrated by the US government so it could start wars in the Middle East. That powerful groups like the Illuminati are pulling the strings behind the scenes, plotting to establish a New World Order. Or that the new coronavirus is a bio-weapon engineered by the China.

The three basic assumptions are 

1. first, that nothing happens by accident. The idea that in history, there are no coincidences, no cock-ups. 
2. The second idea is that nothing is as it seems. The suggestion that you need to look beneath the surface to detect the actions and  the intentions of the evil conspirators. 
3. And the third idea is that everything is connected.

A study found that about 50% of Americans believe in at least one conspiracy theory. Conspiracy theories come in all forms, but most theories involve political and social events.

 Some examples include the belief that certain celebrities are controversial topics such as the belief that a small group of people are planning to overthrow the government.

With the increased popularity of conspiracies and exposure to information, it is possible to harm one’s mental health and relationships .

Conspiracy theory addiction is a behavioral addiction  has been linked to having more negative attitudes. Rather than helping one cope with their negative feelings, the belief in conspiracy theories can create a cycle of distrust and disempowerment. As a person encounters different sources, it is important to be able to analyze the information and distinguish between false theories and real threats.

People who strongly believe in conspiracy theories and become addicted may experience some of the following:

• Anxiety or fear for no particular reason.
• A perceived loss of control.
• A need to make sense of complex topics or unrelated events, even with little or no topical knowledge.
• Low self-esteem.
• A strong urge to make connections between a series of unrelated events or behaviors.
• A belief in paranormal explanations for scientific phenomenon.
• A sense of not belonging or isolation.
• A great alienation, disengagement, or disaffection from society

If the presence of the above feelings and behaviors significantly impacts a person’s ability to function in their daily lives, that person may have a conspiracy theory addiction.

Why Do People Believe in Conspiracy Theories?

Researchers have studied the different reasons why people believe in conspiracy theories, and many of the explanations include the following factors:

• A need for understanding and consistency.
• A need for control.
• A need to belong or feel special.

NEED FOR UNDERSTANDING

When a person experiences distress over uncertainty or witnesses a large-scale event, the mind will start to look for explanations that connect the dots. Those with lower analytical abilities and less tolerance for uncertainty are more likely to believe a conspiracy theory. This is because conspiracy theories can often provide explanations for events that seem confusing or frightening, and believers can assume that they are being intentionally deceived. People are also naturally inclined to search for information that confirms their existing beliefs; this is known as CONFIRMATION BIAS.

The ability to easily share and spread information over the internet has increased belief in certain conspiracy theories. Someone with a conspiracy theory addiction may seek out information to support something they already think is true, rather than seek out new information or challenge their beliefs. A need for understanding and consistency can lead to addictive behaviors such as spending excessive time on the internet and ignoring relationships and responsibilities.

Need For Control

Conspiracy theory addiction can also be caused by the need to feel safe and in control. When the human mind feels threatened, identifying what is causing the danger can be a way to cope with anxiety.

1.     One study found that people are more likely to believe in conspiracies if they are feeling anxious.

2.     Another study found that people who feel psychologically and/or sociopolitically disempowered are more likely to believe in conspiracy theories.

                3.     People who have a conspiracy theory addiction may be drawn to the theories as a way of making sense of the world and feeling more in control.

4.     The long-term effects of conspiracy theory addiction may leave people feeling more disempowered and anxious than before.

Defense mechanism,

Conspiracy theory addiction can also form as a defense mechanism, especially in those who feel alienation and disaffection from society. Typically those with a strong belief in conspiracies have a distrust in authority, lower self-esteem, lower levels of interpersonal trust, and feel that they are the “heroes” in the story — while those who are conspiring against them are the “enemy.”

As modern society becomes more complex and information is more easily spread, some people feel left behind in trying to keep up. When a person feels disadvantaged, they will often find ways to boost their own self-perceptions.

RISKS

Conspiracy theory addiction can have long-term negative effects on an individual. In fact, some studies have shown that believing in conspiracies can reinforce feelings of confusion, isolation, and loneliness.

Conspiracy theory addiction not only causes a cycle of distrust, but it discourages people from participating in their social worlds.

https://www.addictioncenter.com/drugs/conspiracy-theory-addiction/

Read More

Feminist Film Theory

Indian cinema has undergone major changes. The Indian film industry is the largest in the world. It produces over 1000 films each year in more than twenty languages. In contrast Hollywood produces less than 400 films per year. In Indian film industry women have played very significant role in bringing success to individual films. Women in Indian film industry have established some magnificent records. The progression of Women’s Influences to the World of Drama, Comedy,   Films and Movies.

Feminism is a social movement which has had an enormous impact on film theory and criticism. Cinema is taken by feminists to be a cultural practice representing myths about women and femininity, as well as about men and masculinity.

Feminist Film Theory

Feminist Film Theory, generally arises from feminist politics and theories governed by the second wave feminism. It is on the how the public scrutinizes how women delivers the attitudes, scenarios, and characters given to them to portray in a particular film or cinema screens. Theoretical approaches were developed to critically discuss the sign and image of woman in film as well as open up issues of female spectatorship.

Read More

Theory Of Planned Behavior/ Reasoned Action

 

Theory Of Planned Behavior/ Reasoned Action Ajzen and Fishbein formulated in 1980 the theory of reasoned action (TRA) after trying to estimate the discrepancy between attitude and behavior. The theory was called the theory of planned behavior (TpB). The theory of planned behavior is a theory which predicts deliberate behavior, because behavior can be deliberative and planned.

 

Core Assumptions and Statements:  Theory of Reasoned Action suggests that a person's behavior is determined by his/her intention to perform the behavior and that this intention is, in turn, a function of his/her attitude toward the behavior and his/her subjective norm. The best predictor of behavior is intention. 

Intention is the cognitive representation of a person's readiness to perform a given behavior, and it is considered to be the immediate antecedent (முன் நிகழ்ந்ததும் அதன் மீது தாக்கத்தை ஏற்படுத்தியிருக்கக் கூடியதுமான ஒன்று; )of behavior.

 

 This intention is determined by three things:

1. 1   their attitude toward the specific behavior,
2. 2.   their subjective norms and
3. 3.   their perceived behavioral control.

 

In addition to measuring attitudes toward the behavior, we also need to measure people’s

• subjective norms –
• their beliefs about how people they care about
• will view the behavior 

 

To predict someone’s intentions, knowing these beliefs can be as important as knowing the person’s attitudes. Finally, perceived behavioral control influences intentions. Perceived behavioral control refers to people's perceptions of their ability to perform a given behavior. These predictors lead to intention.

Favorite Methods Ajzen provides fairly clear instructions for designing theory of planned behavior questionnaires on his website.

 

Ajzen uses a questionnaire to define the elements of behavior and uses direct observation or self-reports later on. This theory is also used in evaluation studies.

Other usages of the model include:

• voting behavior,
• disease prevention behavior,
• birth control behavior (Jaccard & Davidson, 1972),
• consumption prediction.
•  

Example Examples of items which can be researched with the theory of planned behavior are whether to wear a seat belt.

Favorite Methods Ajzen provides fairly clear instructions for designing theory of planned behavior questionnaires on his website.

 

Ajzen uses a questionnaire to define the elements of behavior and uses direct observation or self-reports later on. This theory is also used in evaluation studies.

Other usages of the model include:

voting behavior,

disease prevention behavior,

birth control behavior (Jaccard & Davidson, 1972),

consumption prediction.

 

Example Examples of items which can be researched with the theory of planned behavior are whether to wear a seat belt.

Read More

Different types of film analysis

Different types of film analysis

 This section deals some of the different types of film analyses you may have been assigned to write.

Semiotic analysis

A Semiotic Analysis is the study of signs codes and conventions on films. It describes a way of explaining what meaning the audience can take from codes. It is typically involving metaphors and analogies to both non-living objects and characters within a film. Because symbols have several meanings, writers often need to determine what a particular symbol means in the film and in a broader cultural or historical context.

 There is four types of signs and codes that exist in the semiotic analysis of film.

 

Indexical Signs

• This is one of the most straightforward ways to create meaning. Indexical signs act as cues to existing knowledge. This type of sign is very common and is used constantly in the media. 

 

One reason this title is said to be "La La Land" is right on the surface. Los Angeles has the initials "L" and "A", hence the "La" in the title. However, this title was also chosen as a satire and jab at Hollywood culture.

Hollywood is a dream for many and is definitely portrayed as such. While this movie is super dreamy, hence "La La Land", not all dreams come true for these two characters. This allusion to a dream-like state is both beautiful and realistically devastating.

Symbolic Code

• Symbolic codes only work when a society uses them widely. By themselves they might fail to convey meaning but because they have been used in popular culture many times, they turn into something meaningful. An example for this would be a red heart for love or the colour yellow for happiness.

 

·         A horse—and its young rider—feature in a heroic scene towards the end of the film. Perhaps the most relevant of them all to this film, the donkey that meek animal of labour—gets freed by Karnan. Haunting this film are visuals of those girls bearing the symbolic head of a guardian deity.

Enigma

• This type of code used in films creates a question in which the film makes potential viewers wonder what will happen. Often used in its trailers it draws viewers in to seeing the movie. This is very apparent in the final trailer, released by Warner Brothers.
• 
  

Convention

·         One more thing conventions used in this movie. The conventions of a genre are the elements that commonly occur in such films. They may include things like characters, situations, settings, props, themes and events. For example, a convention of the science-fiction genre is that the story often includes robots, aliens, time-travel or genetic manipulation.

o   The chief antagonist is a casteist IPS officer called Kannabiran (Natarajan Subramaniam) who cannot stomach the fact that the people of the village are not obsequious to his authority. Kannabiran is another name of Krishna, who in the epic justifies the actions of the Pandavas and the Kurukshetra war as one for righteousness.

• In the village of Podiyankulam, a little donkey hops on the road, its front legs tied with a rope. Nobody takes notice of it. They understand that the donkey's legs have been tied to prevent it from running, going where its heart takes it. It's normal to treat it that way, the people believe. But not Karnan (Dhanush). Every time he sees the donkey, he is bothered by its bondage. The fact that it is not free.

 

 

Narrative analysis

Narrative analysis is an examination of the story elements, including narrative structure, character, and plot. This type of analysis considers the entirety of the film and the story it seeks to tell.

To create this type of analysis, you could consider questions like:

·         How does the film correspond to the Three-Act Structure: Act One: Setup; Act Two: Confrontation; and Act Three: Resolution?

·         What is the plot of the film? How does this plot differ from the narrative, that is, how the story is told? For example, are events presented out of order and to what effect?

·         Does the plot revolve around one character? Does the plot revolve around multiple characters? How do these characters develop across the film?

Cultural/historical analysis

One of the most common types of analysis is the examination of a film’s relationship to its broader cultural, historical, or theoretical contexts. Whether films intentionally comment on their context or not, they are always a product of the culture or period in which they were created. By placing the film in a particular context, this type of analysis asks how the film models, challenges, or subverts different types of relations, whether historical, social, or even theoretical.

A few of the many questions you could ask in this vein include:

·         How does the film comment on, reinforce, or even critique social and political issues at the time it was released, including questions of race, ethnicity, gender, and sexuality?

·         How might a biographical understanding of the film’s creators and their historical moment affect the way you view the film?

·         How might a specific film theory, such as Queer Theory, Structuralist Theory, or Marxist Film Theory, provide a language or set of terms for articulating the attributes of the film?

Take advantage of class resources to explore possible approaches to cultural/historical film analyses, and find out whether you will be expected to do additional research into the film’s context.

Mise-en-scène analysis

A mise-en-scène analysis attends to how the filmmakers have arranged compositional elements in a film and specifically within a scene or even a single shot. This type of analysis organizes the individual elements of a scene to explore how they come together to produce meaning. You may focus on anything that adds meaning to the formal effect produced by a given scene, including: blocking, lighting, design, color, costume, as well as how these attributes work in conjunction with decisions related to sound, cinematography, and editing.

To conduct this type of analysis, you could ask:

·         What effects are created in a scene, and what is their purpose?

·         How does this scene represent the theme of the movie?

·         How does a scene work to express a broader point to the film’s plot?

This detailed approach to analyzing the formal elements of film can help you come up with concrete evidence for more general film analysis assignments.

Read More