Archive | April, 2011

Alumni-Interaction Internship Form Output

Posted on 30 April 2011 by BMMBoxer

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Want to add another alumnus information? Do it here

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Alumni-Interaction Internship Form Input (2012 Summer)

Posted on 30 April 2011 by BMMBoxer

Welcome. Yes, you’ve made it and congratulations once again on being selected for the BMMBox Internship Program! Before you actually get to interview the alumni, please read the details below to fulfill the internship criteria. You have to interview 25 BMM alumni who are doing well in the media industry. They can be from any media stream/field (PR, Advertising, Journalism, Film-making, TV, Radio, Events, Copywriting, and so on)

What are the steps for the Alumni Interaction?

1. Alumni Approval
2. Alumni Interview

1. Alumni Approval

– Fill in the form on this page with the details of the alumnus you want to interview and submit (BMM Alumnus only from passing out batches of 2004 batch to 2009)
– Once you submit this form, we will give a confirmation (per our internal rules) to go ahead and take their interview. The confirmation/approval status can be checked on this page

2. Alumni Interview

– If your alumnus is approved on this page, you may go ahead and ask them to fill the interview questionnaire. (We will provide you the questionnaire link as soon as you have enough Alumni approved)
– You then contact the BMM Alumnus and get the interview form filled

What else? Finish your internship in style with an increased industry network. And…a cool Internship certificate follows :)

*IMP: When you reach out to an alumnus for interview permissions, please ensure you respect their privacy and their schedule. At any point in time, do not go overboard with communication, emails, calls with Alumni. Please keep their data private and observe strict discipline when interacting with the alumni.

Check the approval status here http://bmmbox.com/buzzbox/alumni-interaction-internship-form-output/

Any questions? Feel free to add them in the comments section right at the end of the page and we will answer them.

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Lavanya Chhabra

Posted on 30 April 2011 by BMMBoxer

FIRST APPEARANCE

My Name Is Lavanya Chhabra

BMM From? SIES (Sion) College

Specialization Advertising

Year Completed BMM 2008

Other Educational Qualifications (PG/UG/Etc) None

Status Single

CAREERBOX

Professional Experience 3 years

You Currently Work At Canopy Essence  –  Partner

Your daily routine In Media Selling – Reach office by 9.30, schedule meetings and work for the day, meet buying/media planning agencies and discuss ideas abt effective promotion of brands on News channels, pitch upcoming events, make reports and set revenue targets

Organization(s) You Worked At Before : Red Fm 93.5 and Aidem Ventures(Previously NDTV Media)

Key Projects/Campaigns You’ve Been Part Of

  • S FM turned Red FM in 42 cities
  • Streamlined revenues from Entertainment Industry for Radio,
  • Got new advertisers on board for News
  • Personally designed campaigns for Futurebazaar.com, Marico, Pidilite to channel effectiveness

Most challenging project/campaign you’ve been part of? What made it challenging?

Have not come across any challenges yet I am just 23 waiting for much more from life to throw at me

How did you start your career? What was your first step after completing BMM?

Interned in Percept H as a copywriter and had no idea about Media Selling as a career profession yet got through Red FM 93.5 on a trial interview and never looked back, never had to actually look for a job although I had made a portfolio of my marketing campaigns but never needed them
Were you clear about which field you wanted to get into right from the beginning? What helped you take your leaps?

I wanted to stay in marketing and advertising and that helped me stay very close to Radio and TV marketing. I have personally designed campaigns on Radio for clients and seen them work satisfying the client because they had my understanding of the effectiveness of the medium

Any particular incident that helped you discover your career option?

Brands interest me and if I am in touch with any of the process I can handle it

BACK TO COLLEGE

Does being a BMMite give you an edge over others? Yes/No – Please elaborate

Yes, I had executed projects in BMM which required very high level of understanding of media and I am faster in communication and understanding brands and their strategies

Do the subjects in BMM help you know the reality of the job? Is there any place for theory in the industry you’re in?

Theory is necessary but a lot of times we understood theory not in the clasroom but while we were executing projects so the 50:50 mixture is just tailor made for brilliance
BMM or BMM from a particular college? Does it make a difference?

As long as you are in a college where lectures happen everyday and projects are submitted on time you have nothing to worry about, Classroom competence and motivation is very important

Did you complete any internship(s) – where, when, how was the experience?

Percept H in 2007, the experience was very insightful and helped me know that my creative side as a copywriter is not what I wanted to pursue instead I was good with branding and strategies

Internships during BMM – are they relevant in the long run?

Definitely they should be made compulsory as they give you a feeler of how the industry works and like I got a pre placement offer along with many others in my batch am sure everybody will feel secure doing the same

Work Ex or Higher Studies? What’s your pick? Why?

Higher studies are a must but BMM is an exception, also higher studies can come anytime, part time is always an option

BMMBOXER’S TAKE

BMM is Super Graduation

Your biggest achievement till date A corporate payroll in NDTV at the age of 23

You regret Regret

Your favorite subject in BMM Your hangout adda during BMM Marketing/Media Planning

Your hangout adda during BMM Any empty classroom in college

Define your job in one sentence I make people pay a price for a brand!

Your favorite professor at college Navin Kathuria

Your biggest goof up at work Sponsorships on Vodafone, gave away all at once!

YOUR TAKE

The journey so far…and where I see myself going Brilliant, exciting and hope to see more, I see myself making a brand that people will respect for ages to come

My Success Mantra My fear of failure

5 Tips for BMMites

1. Keep your eyes and ears open
2. Compete fiercely with the best
3. Night time is the best to study
4. Don’t introspect your life again and again
5. You are creative, just hunt for your calling

You can reach me Find me on FB – Lavanya Chhabra

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Content-Writing Internship Form Input (2012 Summer)

Posted on 30 April 2011 by BMMBoxer

Congratulations once again on being selected for the BMMBox Internship Program!

For content writing, we are looking at each intern writing 25 articles of 750 (or more) words each. Articles need to be in English unless you have spoken with the InternBox Team on writing in vernacular languages. While reference is ok, ABSOLUTELY NO COPYING CONTENT FROM ANYWHERE. BMMBox team will do a sweep check of articles every week or random articles within a week and even if theres a short para or a sentence copied, your internship stands cancelled immediately. The internship duration is one month (May 1-May 31). Please do you math (we hate it too!) — 25 article submissions in 31 days! So an article a day will keep laziness away :) Yes — that will keep you on your toes and get the best of your creative juices flowing! We just want to keep the June week 1 and 2 for checking and uploading content on the site so you can see your stuff go online faster! If 2 or more people post same topic, the person who posted first will get to write on it. All submissions via email in .DOC or .DOCX format only. Name the document as;

YYMMDD-The Article Title In Intercaps Like This-YourFirsntnameLastname

eg. 20120501 – Movies Mirror The Society That Creates Them – Abhijeet Verma

Any questions? feel free to add them in the comments section right at the end of the page and we will answer them.

There are two parts for content writing;

1. Article Topic/Title Submission
2. Topic/Title Approval

1. Article Topic/Title Submission

Fill in the form in the end using the pointers below;

You may suggest any article title/topic you wish to write on — media-student related articles, media industry articles, anything to do with media or student life in general.

One form will take in only 1 title. You will need to fill in the form again for second title. This is done so that you don’t have to think of all 25-30 topics at the same time.

Why Titles and Articles Need To Be In Points Like
5 Reasons….
11 Tips…
9 Ways…
7 Tricks…
3 Things…
7 Points…

Research shows that people like to read ‘definite’ articles. Easy to read — more reader-friendly. Watch some vids below… :)

Introducing iPhone (The 3 Things Funda)

Present Like Steve Jobs (6 mins vid below)

Fill in as many article titles you can think of – no limits. Creative titles, wild titles, sensational titles – all welcome :)


2. Topic/Title Approval

Once you fill in the form, you may check in an hour or so if you title has been approved or not on this page

Titles will be approved with a ‘YES’ and you may begin writing and submit as soon as you’re done. Deadlines are really important as its a publishing entity – content needs to come in on time, everytime. 25 articles in 31 days so almost like an article a day and you can chill off the last 5 days while we prepare your certificate :)

Submission Deadline = 6PM Evening everyday
All emails to be sent to connect@bmmbox.com

Any questions? feel free to add them in the comments section right at the end of the page and we will answer them.

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Television News Scriptwriting

Television News Scriptwriting

Posted on 25 April 2011 by Aakanksha Shahi

Rules of Television News Script writing

1. Be Original – As a TV news writer, it is mandatory that you understand the material land information you‘re writing about before you start writing.

Look for the basic elements of journalism – the who, what, where, when, why   and how. They‘ll help you organise the story.

2. Write Simple, Short, Direct, Declarative Sentences – The short sentence is the bread and-butter writing tool for broadcasting.

Long sentences with dangling phrases, clauses and attributions make the story difficult to read aloud and difficult to grasp.

3. Use the Active Voice – News writers show a preference of active voice over the passive

voice because of the conversational nature of TV news, immediacy of broadcasting and―personal‖ dimension of the delivery system.

4. Do not state the obvious – Do not repeat information in the script which is already being shown in visual footage.

5. Read It Aloud – The true test of the conversational quality of a piece of news copy comes when the text is read aloud. The proof is in the listening.

If the script sounds stiff when you read it, it will sound worse when the listener tries to understand it.

6. Write the key point of the story first – When writing a news bulletin try to put the key point of the story first, preferably in the first line.

7. Emphasize why the story is important.

8. Slow Down-– The news with tighter, better structured reporting and more demanding and reflective writing. Highlight the historical context as well as the latest angles.

9. Be Explicit – Don‘t expect the audience to understand hidden and implicit messages.

10. Separate similar stories from one another.

11. Use of Graphics – Make extensive use of graphics to handle statistics and other

quantitative information.

12. Human Terms – Tell the story in human terms whenever possible.

13. Technical terms – Explain technical or specialized terms. Avoid jargon.

14. Avoid Abbreviations and Symbols – Abbreviations are hardly used in a broadcast news copy; symbols in place of words, almost never.

15. Avoid – Adjectives, adverbs, redundant words and subordinate clausesAvoid clichés, time specific words and past tense as much as possible

16. Be extra careful with names – The general rule for names is to notify the audience that the name is coming by putting some alerting words or sentences ahead of it.

When youuse a name for the first time in a story, use the full name; in subsequent references thelast name is enough.

17. Be wary of numbers – Numbers are especially difficult for the viewer to grasp. The general rule is to round off a number unless the exact number is significant. Some helpful rounding terms are: about, just over (or under), nearly, slightly more (or less) than. While speaking figure comes first. It is followed by the currency.

18. Use Standard punctuation and spell correctly in the script

19. Avoid Ambiguity and be precise

20. Specify Source – Source needs to be mentioned. Do not pass off your opinion as somebody else.

21. Direct quotes need special handling – Experts generally agree that the direct quotation should be short – a few words, a line at most – and right to the news point.

The word quote and unquote are used rarely, and then only when it is crucial for the audience tohear the exact words spoken.

In broadcast news the best direct quote is a good soundbyte.

TV News Scriptwriting – A combination of skills

Television news writing is more than words. It is a mixture of words and sounds, voices, faces, scenes, lighting, background, colour, motion, editing combining, mixing, sequencing, and producing. Writing for television news is a complex combination of jobs – gathering the facts, choosing the story focus, selecting visual material and words, and putting it all together into a package that is going into a program with other stories in a planned arrangement.

TV News Copy: The Mechanics

A page of television news script is typed in what is called the “split page” format. The two kinds of information in the script are:

(i) Audio Visual Cues on the left of the page

(ii) Words to be read aloud on the right of the page

a) TV News Copy : Adapting It to Video – The writer need to have a solid grasp of thefundamentals of TV news writing and a solid understanding of how a picture story is puttogether, the role of narration, and how the picture, word and sound portions of a story depend on each other.

b) Voice Over: For a V/O story, two sets of facts are needed

(i) Facts about the news event, the five W‘s and H of conventional on-camera news report

(ii) Facts about the edited version of the news story.

c) Story Facts: Television news writers refer to all the facts related to the news event as the dope sheet or poop sheet. The dope sheet includes information about the news story such as the reporter‘s notes from direct observation, notes on interviews with eyewitnesses or participants or others at the scene, newspaper clips, magazine articles, background research, a printed program, a PR handout, faxes, etc.

d) Word-Picture Match: A very basic need in TV news writing is to make the words and picture work together to tell a story.

(i) Writing to the picture: Writing text that is directly related to what is being looked at while the text is being listened to. It is also known as direct narrative or keying.

(ii) Writing away from the picture: is when the text covers aspects of the story that cannot be shown. It is also called indirect narrative.

(iii) Avoid visual reference: Only explain visuals when required.

e) Timing: A news bulletin is timed to the nth second. Script formulas may be used to calculate the time span of a TV news script but they have to be adjusted for a variety of individual variables (pace of the story, speed of reading of the anchor, etc)

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Tips On Creative Writing

Tips On Creative Writing

Posted on 18 April 2011 by Averee Burman

Creative writing is anything where the purpose is to express thoughts, feelings and emotions rather than to simply convey information.

Writing is a form of personal freedom. It frees us from the mass identity we see all around us. In the end, writers will write not to be outlaw heroes of some underculture but mainly to save themselves, to survive as individuals.
(Don DeLillo)

Writing practice is what you do when you sit down in front of blank paper and just start writing, without intending to do anything with the result. It’s an enjoyable pastime for me, especially when I do it with friends and compare notes.

There are a few rules for writing practice:

  • Keep the pen moving. Try not to think and plan too much once you start writing.
  • Don’t edit. Don’t stop and cross things out. Don’t worry about spelling or grammar and especially don’t edit ideas.
  • Keep your writing. Write in a book consistently until you fill it up.

There are reasons for these rules. Keeping the pen moving helps you avoid the editor. It gets something out on paper, which is encouraging. It doesn’t matter if you start writing “I don’t know what to write about next, maybe I’ll write about my mother, no I would rather write about ice cream…” as long as you keep the pen moving.

Editing stifles creativity. Save editing for later. The editor in each of us causes us to reject the truly creative ideas because they are seen as “different, wrong”. You can always go over something later and fix the spelling or grammar — don’t do it during practice.

The book is excellent because it makes you keep your old writing around. Regardless of how you feel about the quality of your old writing, keep it. A horrible rambling self-pitying rant may have a couple gems in it: seeds of good ideas, a balanced sentence, or a certain tone which you’d like to bring back later. You can also use your old writing when you do more exercises later: for example, you can start a character in one exercise, then weeks later go back and start figuring out a plot around that interesting character. Finally, the book gives you a sense of accomplishment. I felt so proud when I filled my first book of writing. I’m betting I’ll feel even prouder when I line up a shelf full of completed writing book

Random stimulation is a great aid to creativity. Why? It probably has something to do with the way our brains work. The human brain is very good at tasks like making connections and seeing patterns. When you take two or three random words and force them together into the same writing session, you force your brain to make connections and see patterns. Imagine, all your neurons firing in a completely new way just because you took three random words and thought about them!

The important thing to remember with random stimulation is not to reject the random offerings. If you wait for a word or an idea which already fits, you will not come up with something new. The most creative ideas sometimes come from the words which fit worst.

But where can you get that random stimulation?

Random word combinations

Start with two or three random words. For example, the words could be “fireman” and “blockbuster”. Now, use these words to inspire you to start writing. Plan to include these two words in the writing somewhere. Try going for 10 minutes.

Sometimes when we do these random word stimulations, the result doesn’t actually include one of the words. Sometimes the writer still plans to include the word and is working up to that in the mini-plot that is developing on the paper, but we stop when about 10 minutes is up anyway. Sometimes the writer intended to use the word but the plot twisted in a new direction and the word became inappropriate. Sometimes the word is not used but still can be seen to inspire the piece. It doesn’t matter, because the stimulation still works to get you writing creatively.

Where can you get random words from?

  • If you’re writing in a group, get each person to write a few words on separate pieces of paper. Put the pieces of paper in a hat and pass it around. Each person takes out a few pieces and might get one or more of their own words, but might not.
  • Do lists of related words. Do a column of professions, a column of verbs associated with farming, a column of colourful things, a column of adjectives used to describe animals, or whatever other subjects you like. Then without looking at the columns, decide to take “the fifth word from column A, the third from column B and the twelfth from column C” or some other combination. Take these words and use them.
  • Ahead of time, go through a dictionary and write down words. Every 50th page, write down the first word defined on the page. Fill a page with words in this way, then you have a resource of random words that you can use again and again.

Writing of any sort is hard, but rewarding work – you’ll gain a huge amount of satisfaction from a finished piece. Being creative can also be difficult and challenging at times, but immensely fun.

Tips and tricks for beginners

  • Do some short exercises to stretch your writing muscles – if you’re short of ideas, read the Daily Writing Tips article on “Writing Bursts”. Many new creative writers find that doing the washing up or weeding the garden suddenly looks appealing, compared to the effort of sitting down and putting words onto the page. Force yourself to get through these early doubts, and it really will get easier. Try to get into the habit of writing every day, even if it’s just for ten minutes.
  • If you’re stuck for ideas, carry a notebook everywhere and write down your observations. You’ll get some great lines of dialogue by keeping your ears open on the bus or in cafes, and an unusual phrase may be prompted by something you see or smell.
  • Work out the time of day when you’re at your most creative. For many writers, this is first thing in the morning – before all the demands of the day jostle for attention. Others write well late at night, after the rest of the family have gone to bed. Don’t be afraid to experiment!
  • Don’t agonize over getting it right. All writers have to revise and edit their work – it’s rare that a story, scene or even a sentence comes out perfectly the first time. Once you’ve completed the initial draft, leave the piece for a few days – then come back to it fresh, with a red pen in hand. If you know there are problems with your story but can’t pinpoint them, ask a fellow writer to read through it and give feedback.
  • HAVE FUN! Sometimes, we writers can end up feeling that our writing is a chore, something that “must” be done, or something to procrastinate over for as long as possible. If your plot seems wildly far-fetched, your characters bore you to tears and you’re convinced that a five-year old with a crayon could write better prose … take a break. Start a completely new project, something which is purely for fun. Write a poem or a 60-word “mini saga”. Just completing a small finished piece can help if you’re bogged down in a longer story.
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Responsibilities Of A Journalist

Responsibilities Of A Journalist

Posted on 11 April 2011 by Aakanksha Shahi

Responsibilities of a Journalist:

The fundamental objective of journalism is to provide the people with news, views, comments and information on matters of public interest in a fair, accurate, unbiased, sober manner. Towards this end, the Press is expected to conduct itself in keeping with certain norms of professionalism universally acknowledged. The norms enunciated below and other specific guidelines appended thereafter will help the journalist to self-regulate his or her conduct.

Ø  Accuracy & Fairness: The Press shall eschew publication of inaccurate, baseless, graceless, misleading or distorted material. All sides of the core issue or subject should be reported. Unjustified rumours and surmises should not be set forth as facts.

Ø  Journalists should not publish anything which is manifestly defamatory or libelous against any individual organisation unless after due care and checking, they have sufficient reason to believe that it is true and its publication will be for public good.

Ø  Truth is no defense for publishing derogatory, scurrilous and defamatory material against a private citizen where no public interest is involved.

Ø  No personal remarks which may be considered or construed to be derogatory in nature against a dead person should be published except in rare cases of public interest, as the dead person cannot possibly contradict or deny those remarks.

Ø  The Press shall not rely on objectionable past behaviour of a citizen for basing the scathing comments with reference to fresh action of that person. If public good requires such reference, the Press should make pre-publication inquiries from the authorities concerned about the follow up action, if any, in regard to those adverse actions.

Ø  The Press has a duty, discretion and right to serve the public interest by drawing reader’s attention to citizens of doubtful antecedents and of questionable character but as responsible journalists they should observe due restraint and caution in hazarding their own opinion or conclusion in branding these persons as ‘cheats’ or ‘killers’ etc. The cardinal principle being that the guilt of a person should be established by proof of facts alleged and not by proof of the bad character of the accused. In the zest to expose, the Press should not exceed the limits of ethical caution and fair comments.

Ø  Journalists should always distinguish between advocacy and news reporting.

Ø  Caution against identification: While reporting crime involving rape, abduction or kidnap of women/females or sexual assault on children, or raising doubts and questions touching the chastity, personal character and privacy of women, the names, photographs of the victims or other particulars leading to their identity shall not be published.

Ø  Corrections: When any factual error or mistake is detected or confirmed, the journalists should publish (/broadcast) the correction promptly with due prominence and with apology or expression of regrets in a case of serious lapse. .

Ø  Freedom of the Press involves the readers’ right to know all sides of an issue of public interest. An editor, therefore, shall not refuse to publish the reply or rejoinder merely on the ground that in his opinion the story published in the newspaper was true. That is an issue to be left to the judgement of the readers. It also does not be-hove for an editor to show contempt towards a reader

Ø  Covering communal disputes/clashes: News, views or comments relating to communal or religious disputes/clashes shall be published after proper verification of facts and presented with due caution and restraint in a manner which is conducive to the creation of an atmosphere congenial to communal harmony, amity and peace. Sensational, provocative and alarming headlines are to be avoided. Acts of communal violence or vandalism shall be reported in a manner as may not undermine the people’s confidence in the law and order machinery of the State. Giving community-wise figures of the victims of communal riot, or writing about the incident in a style which is likely to inflame passions, aggravate the tension, or accentuate the strained relations between the communities/religious groups concerned, or which has a potential to exacerbate the trouble, shall be avoided.

Ø  Caste, religion or community references: In general, the caste identification of a person or a particular class should be avoided, particularly when in the context it conveys a sense or attributes a conduct or practice derogatory to that caste.

Ø  Paramount national interest: Journalists should, as a matter of self-regulation, exercise due restraint and caution in presenting any news, comment or information which is likely to jeopardise, endanger or harm the paramount interests of the State and society, or the rights of individuals with respect to which reasonable restrictions may be imposed by law on the right to freedom of speech and expression under clause (2) of Article 19 of the Constitution of India.

Ø  If information is received from a confidential source, the confidence should be respected. The journalist should not reveal such information and he cannot be compelled by the Press Council to disclose such source; but it shall not be regarded as a breach of journalistic ethics if the source is voluntarily disclosed in proceedings before the Council by the journalist who considers it necessary to repel effectively a charge against him/her. This rule requiring a newspaper not to publish matters disclosed to it in confidence, is not applicable where:

  • consent of the source is subsequently obtained; or
  • the editor clarified by way of an appropriate footnote that since the publication of certain matters were in the public interest, the information in question was being published although it had been made ‘off the record’.

Ø  Journalists should, as a matter of caution, avoid unfair and unwarranted criticism which, by innuendo, attributes to a judge extraneous consideration for performing an act in due course of his/her judicial functions, even if such criticism does not strictly amount to criminal Contempt of Court.

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The Scope Of Advertising – From Local To Global

The Scope Of Advertising – From Local To Global

Posted on 04 April 2011 by Averee Burman

The world today is of innovation and creativity.  Splashes of genius of the most obvious strike us every now and the n and make us smack our head at the sheer wonder of it. Innovation is again nothing but application of our well preserved common sense in uncommon situations to solve quite ordinary problems.

Creativity today is a shining presence in all fields- fright from something as boring as Human Resource Management to Grafitii on walls. It is just the courage to express ones thoughts.

Advertising is one such expression of creativity. By definition advertising is a paid persuasive means of communication  through certain media sponsored by an identifiable client to express a message that the client wishes to convey.

The advertising agency is not only about ideators but also include photographers, creative people,  web developers, digital network bureaus,  colour film separators, visual film production houses, as also others who assist in the advertising agencies . the whole network further includes media buying agencies, media planning agencies and research organizations.

Advertising can be targeted  at the local, national and even at  the global level.

At the local level, advertising has a vast scope in its many forms. Newer developments in this sphere are coming up daily. Nowadays, retail advertising is in the most popular list. Many businesses besides retail stores use local advertising: banks, real estate developers, radio and TV stations, local politicians, etc.  Product advertising , promotes a specific product or service and stimulates short term action while building awareness of the business. The 3 major types are:

  • Regular Price Line
  • Sale Advertising
  • Clearance Advertising

There are also adverts and classified advertising – to recruit employees or rent space.

The most common media used in advertising are

  • Print
  • Electronic
  • Ooh
  • Internet
  • Mobile
  • Direct mail

Advertising today is not constrained to a specific place per se. it has spread boundaries and has become largely www.com dominated . as such, pay per click advertising, flash advertising as pop ups and similar kinds in all social network sites have become increasingly popluar today. This is more an example of cultural transmission due to the forces of globalization in what Samuel Hunter terms as “Clash of Civilizations.”

Advertising on the internet has grown by leaps and bounds and in these difficult times, it is emerging as the best way to market products at cheap costs to a larger, targeted audience.

The age of the Internet is just beginning. The means of accessing the power of the Internet are few and increasing. Online advertising involves the use of the Internet for marketing products online.  According to Nielsen Net Ratings Internet Penetration as in 2008 is 21.9% and in the last eight years of the 21st century it has achieved a cumulative usage growth of 305.5%. This indicates the staggering growth that would be achieved in the years to come in terms of growing the user base of the Internet and hence the market for online advertising.

One advantage of online advertising is that the advertiser can actually select his target audience and show ads to the relevant users. This is demonstrated by Google in their advertising mechanism wherein the user is shown ads related to the topic of his search.

Also in online advertising, response to brand communication is instantaneous and conversion to business is also very high. This is because compared to conventional advertising, like television and radio, in online advertising the viewer decides to see the commercial. Because of this online advertising is not only cheaper for the advertiser but also yields richer dividends.

The comfort and ease offered by online transactions to the users also lends itself to increasing the scope of advertising on the web.

For the advertisers too, online advertising is a much better deal as compared to the conventional modes of advertising. They can actually advertise for small amounts of money also and yet reach out to their targeted audience. Whereas,  as far as conventional advertising is concerned, it is far too expensive and ineffectual for the small and medium sized businesses.

Barack Obama’s victory in the general elections was attributed to his tremendous fundraising success, most of which was through donations made on the Internet. The only concerns for advertising on the web are slow speed internet and information security issues. Yet it  cannot be denied that the Internet and the scope for online advertising are both increasing exponentially.

Apart from the internet, there  have been very new and creative innovations in the sphere of outdoor advertising and even mobile advertising. Mobile advertising in  fact  is  being  touted as the next biggest thing to hit India.   In Mobile In-Game Advertising service, the user expose to truly non-intrusive ads, which are dynamically embedded and changed within the game. The mobile in-game advertisements are targeted and segmented in real time according to users’ behavior.

Thus the sphere and scope of advertising is almost increasing daily.  With the progress of science and technology and the launch of newer gadgets almost an everyday occurrence, for instance the i-pad recently,  the  whole gamut of advertising has become a global phenomenon, transcending the  spatio-temporal dimension to a realm of the cyber age mainly and beyond. Henceforth, there have been a constant proliferation of the portfolio and the career choices. Life in the fast lane of the advertising world is thus streamlined no more.

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