Digital Media Copyright Act ( DMCA)

The Digital Media Copyright Act, known in other words as the Digital Millennium Copyright Act or simply the DMCA, is a Federal copyright law which is founded to have a check over Internet piracy of digital media and the Bill was passed in US senate on October 12, 1998.

Since the signing of DMCA, it has been used in many a numbers of notable court cases and is been criticized by the society for many a reasons. Under the preview of this law it is illegal to download copyrighted digital media like music, movies and software. However, as with respect to features and objectives of DMCA act it is comprised of five titles and two treaties singed at the World Intellectual Property Organization (WIPO) Geneva conference in 1996.

Under its five titles DMCA restrict the ability to make, sell or distribute devices which have copyright protection. Thus it disapproves of cracking commercial software, sell or distribute any software used for cracking commercial software or making unauthorized copies of copyrighted DVDs and CDs.

The area and cases where DMCA is most widely used for restriction is copyrighted material in respect to is illegal to host, share or download copyrighted works involving music, movies, books, software, etc. there are many websites which have come under preview over years for violation of the DMCA and most noted website on this respect are Napster, Kazaa and Limewire. Sites like The Pirate Bay, ISOHunt and Mininova have lost cases under DMCA as they provide links to infringing material and making file sharing very easy on peer- to- peer (P2P) users.

Another interesting aspect with DMCA is creation of safe harbor for Internet Service Providers (ISPs) against copyright liability as to ensure regulation of guidelines for blocking access or removing allegedly infringing stuff after getting notification from the copyright holder. However, DMCA many a times is not respected for making far easy for copyright owners to take down infringing content and links as often times it is seen that infringe content and links at first place is not infringing.

Hence, the Digital Millennium Copyright Act creates groundwork for all Internet-related copyright law and is for the intellectual rights protection of publishers.

Source: Pankajspeaks.com

The online advertising trends for 2009

Online ad pricing and advertising trends for 2009 moved towards a positive node
as after the decline sustained during the 2008 due to economic downturn. The
PubMatic Ad Price Index 2009 states a 111% increase from the previous quarter
of 2008 to the last months of 2009. However, there is debate what leaded to the
overall recovery in online ads market in year 2008.

•Real-time bidding: Publishers using real-time bidding were able to value the
specific combination of context and audience for a given ad impression and bid
appropriately. This is in contrast to typical media and audience acquisition
methods, in which a single price is set for a broad array of ad impressions.

•Audience targeting: Publishers generated increased eCPMs and ROI from audience
data that allowed publishers to understand their audience and how to package it
for advertisers.

•Demand Side Structure: This allowed Publishers to aggregate media from many
sources and to target audiences customized to the specifications provided by
advertisers rather than the segmentation proffered by publishers, networks and
data providers.

•Ad networks: With the help of ad networks publishers managed to differentiate
their core offerings by leveraging better audience targeting capabilities.

•Global Markets: In 2008, publishers were able to leverage local ad sales teams
to the traffic coming from Europe that is the 20%-40% of the total online
traffic received by publishers.

However, this data could be of great use for online publishers as to leverage
over online strategies and maximize ad revenues in 2010.

How to make an article popular online?

Usability and design are the most important issues when someone decides upon sharing them on internet. However, an article written on internet need more efforts for being displayed around and proliferated so a reader can reach up to an article. So in order to get your article published around and liked by others you can take following steps to succeed.

•Personas: In the digital world, it is easier to get a precise profile of an audience, but it still helps to be able to actually "picture" some typical users in your mind. Interaction designers call them "personas" and they can be a useful exercise to put yourself in the shoes of your readers and assess how well you are meeting their needs.

•User feedback: While it is extremely useful, user feedback should be taken with a grain of salt. In fact, often users do not really have enough experience using your site to know what they want. Better information can be gleaned by observing how your site is actually used through analytics data and by making changes accordingly.

•User testing: Create two different versions of an element of your website or of a piece of content you have produced, and then show some of your users the "A" version and others the "B" version to determine which version works best.

•Community Curation: You should leverage the opportunity to engage and collaborate with your users on the content creation process. For example, you may allow your readers to rate and share your content via social media thus gaining useful data on what your audience favors most.

•Search Engine Optimization: SEO can indeed help you a great deal to make your content findable and visible inside Google and other search engines. Titles, tags, writing style, all these components of your content do contribute to reach all those people who do not come to your web site on a daily basis or are not subscribed to your RSS feed. However, the biggest potential benefit in search engine optimization comes not from fresh content, but rather from the huge volume of archival content that your web sites accrues over time, and that can be re-used and further improved.

Content Curation the Upcoming Trend of Online Editing

The content curator can be understood from the next emerging role for the content restoration and distribution. They would be professionals of valuable service to the people who may be searching for quality information online-a personalized, qualified selection of the best and most relevant content and resources on a very specific topic or theme.

In other words, a content curator is someone "who continually finds, groups, organizes and shares the best and most relevant content on a specific issue online". The most important component of this job is the word "continually." As it is the need of the time for rubbing away rubbish content scattered all over the bandwidth. This is expected to be the emerging online editorial roles of the future. They would be professional working at the middle layer of the editors involved in the task like gathering, filtering and distributing relevant and necessary information. Mastering how to create niche-targeted compilations of content is indeed one of the key lifesaving strategies that wise-minded online publishers can adopt to offer greater value, even at a price, to those interested in it.

What is a successful brand?

A lot about the brand advertising business can not help hearing. According to Bird, successful brand properties, real or imagined, that they are different from their competitors. Ogilvy & Mather's research proved that strong brands are more profitable. They survived hard times better than a weak brand. And they endure.

In 1933, Bird, the leading brands in the UK some of our categories Kelloggs, Gillette, Schweppes, Colgate was and Kodak says. And they are leaders today. In fact, they are world leaders. They have achieved stability through the leadership. For consistency in brands following rules should be followed.

• Each brand has a common look and feel should flow. The same should be used where appropriate typefaces, same color. Whether one mailing or insert advertising in a series or a series already in the tenth, whether it is running out in Britain or Spain, it must breathe the same brand values.

• In different countries when it comes to building a brand, advertising agency in the transfer market this one and learned one, is required when enabled. Authors 'talent' to take away his spirit and his own way in their own country just because he wants to express should be different. Customers of financial distress alerts are rapidly - as are agencies. Neither can afford duplication of effort.

Some interesting data about websites

It has been analyzed about 4 million web sites and arrival has come with some interesting facts about the website creation and their statistical data. Did you know 5% of pages have either a Twitter or Facebook link? Or that 28% of sites run Google Analytics? Or 12% of them run Google AdSense? Now you do!

The core data comes from CommonCrawl, a non-profit group designed to crawl the web and provide data for anyone to use. Gil Elbaz is both a founder of CommonCrawl and of Factual, a start-up that creates tables of structured information from data found on the open web (see Factual: Parting The Curtains Of The Invisible Web).

Factual found stats such as I cited above after examining 4 million web sites. In particular:

* 28% of sites have Google Analytics on them
* 12% of sites have AdSense
* 5% of sites have EITHER a Twitter or Facebook link but…
* 2% of sites have BOTH a Twitter or Facebook link

There’s also a chart that shows other interesting stats but without precise percentages. I’ll estimate as best I can:

* About 20% of sites have Flash
* About 19% of sites have an RSS feed
* About 6% of sites have a sitemaps file
* About 1% of sites have a Google Webmaster Central verification code
* About 1% of sites have Quantcast tracking code
* About 0.5% of sites have a Creative Commons attribution

News Corp joined effort for paid online content

As to intensify demand for paid content in a new development, New Corporation has joined band wagon with the Time Inc, Hearst, Conde Nast and Meredith to start a paid content venture that would create a front digital storefront for a number of magazines and newspapers.

It is in news that new venture would soon be joined by Time Inc executive vice president John Squires. It is also listened that such venture too was planned by the The New York Times last month. However, official statement by the publishers would be very soon and may be today. The group is reported to be looking at the common goals and rules for digital editions for a concerted effort to make money from online content. The publishers are thought to be strongly considering developing their own e-reading platform to combat Amazon's Kindle, which takes 70% of revenues and retains most of the reader data. This has angered publishers who want control of the data so they can form closer relationships with their readers.

14 days to avert an approaching calamity

Today 56 newspapers in 45 countries take the unprecedented step of speaking with one voice through a common editorial.

We do so because humanity faces a profound emergency. Unless we combine to take decisive action, climate change will ravage our planet, and with it our prosperity and security.

The dangers have been becoming apparent for a generation. Now the facts have started to speak: 11 of the past 14 years have been the warmest on record, the Arctic ice-cap is melting, and last year's inflamed oil and food prices provide a foretaste of future havoc. In scientific journals the question is no longer whether humans are to blame, but how little time we have got left to limit the damage.

Yet so far the world's response has been feeble and half-hearted.

Climate change has been caused over centuries, has consequences that will endure for all time, and our prospects of taming it will be determined in the next 14 days.

We call on the representatives of the 192 countries gathered in Copenhagen not to hesitate, not to fall into dispute, not to blame each other but to seize opportunity from the greatest modern failure of politics.

This should not be a fight between the rich world and the poor world, or between east and west. Climate change affects everyone, and must be solved by everyone.

The science is complex but the facts are clear. The world needs to take steps to limit temperature rises to 2 degrees Celsius, an aim that will require global emissions to peak and begin falling within the next 5-10 years.

A bigger rise of 3-4 degrees Celsius -- the smallest increase we can prudently expect to follow inaction -- would parch continents, turning farmland into desert. Half of all species could become extinct, untold millions of people would be displaced, whole nations drowned by the sea.

Few believe that Copenhagen can any longer produce a fully polished treaty; real progress towards one could only begin with the arrival of President Obama [ Images ] in the White House and the reversal of years of US obstructionism.

Even now the world finds itself at the mercy of American domestic politics, for the President cannot fully commit to the action required until the US Congress has done so. But the politicians in Copenhagen can and must agree the essential elements of a fair and effective deal and, crucially, a firm timetable for turning it into a treaty.

Next June's UN climate meeting in Bonn should be their deadline. As one negotiator put it: "We can go into extra time but we can't afford a replay."

At the deal's heart must be a settlement between the rich world and the developing world covering how the burden of fighting climate change will be divided -- and how we will share a newly precious resource: the trillion or so tonnes of carbon that we can emit before the mercury rises to dangerous levels.

Rich nations like to point to the arithmetic truth that there can be no solution until developing giants, such as China, take more radical steps than they have so far. But the rich world is responsible for most of the accumulated carbon in the atmosphere -- three-quarters of all carbon dioxide emitted since 1850.

It must now take a lead, and every developed country must commit to deep cuts which will reduce its emissions within a decade to very substantially less than its 1990 level.

Developing countries can point out they did not cause the bulk of the problem, and also that the poorest regions of the world will be hardest hit. But they will increasingly contribute to warming, and must thus pledge meaningful and quantifiable action of their own.

Though both fell short of what some had hoped for, the recent commitments to emissions targets by the world's biggest polluters, the United States and China, were important steps in the right direction.

Social justice demands that the industrialised world digs deep into its pockets and pledges cash to help poorer countries adapt to climate change, and clean technologies to enable them to grow economically without growing their emissions.

The architecture of a future treaty must also be pinned down -- with rigorous multilateral monitoring, fair rewards for protecting forests, and the credible assessment of 'exported emissions' so that the burden can eventually be more equitably shared between those who produce polluting products and those who consume them.

And fairness requires that the burden placed on individual developed countries should take into account their ability to bear it; for instance newer European Union members, often much poorer than 'old Europe', must not suffer more than their richer partners.

The transformation will be costly, but many times less than the bill for bailing out global finance -- and far less costly than the consequences of doing nothing. Many, particularly in the developed world, will have to change their lifestyles. The era of flights that cost less than the taxi ride to the airport is drawing to a close. They will have to shop, eat, and travel more intelligently. They will have to pay more for their energy, and use less of it.

But the shift to a low-carbon society holds out the prospect of more opportunity than sacrifice. Already some countries have recognised that embracing the transformation can bring growth, jobs, and better quality lives. The flow of capital tells its own story: last year for the first time more was invested in renewable forms of energy than producing electricity from fossil fuels.

Kicking our carbon habit within a few short decades will require a feat of engineering and innovation to match anything in our history. But whereas putting a man on the moon or splitting the atom were born of conflict and competition, the coming carbon race must be driven by a collaborative effort to achieve collective salvation.

Overcoming climate change will take a triumph of optimism over pessimism, of vision over shortsightedness, of what Abraham Lincoln called 'the better angels of our nature'.

It is in that spirit that 56 newspapers from around the world have united behind this editorial. If we, with such different national and political perspectives, can agree on what must be done then surely our leaders can too.

The politicians in Copenhagen have the power to shape history's judgment on this generation: one that saw a challenge and rose to it, or one so stupid that saw calamity coming but did nothing to avert it. We implore them to make the right choice.

courtesy: Rediffmail.com

Media sites to hide their sites from search engine crawlers

In a recent interview media baron Murdoch said that thet are considering to block

their website's access to the search engines after paywell system for reading their news. The interviewer asked Murdoch if he viewed Google as stealing content, why the company didn't simply block access to the search engine. Murdoch replied: "I think we will. But that's when we start charging."

Earlier he had questioned the value of visitors to websites delivered by search engines, saying that they did not become loyal readers by clicking on one of their headlines in a news headline aggregator.

Further he told,"There's not enough ad revenue in the world to make all the websites profitable. We'd rather have fewer people coming to our websites but paying."Many argue that Murdoch's determination to make people pay for content will simply mean that people will look elsewhere for news, but he hinted in the interview that News Corp could challenge the doctrine of fair use, which allows copyrighted material to be reproduced without permission under certain circumstances, saying it "could be challenged in the courts".

Social Media Sites Providing Ultimate Platform for Branding

Social media sites have become a brand's best advertising medium as founded at a recent survey. This survey witnessed 46 percent of total users of Facebook and 44 percent users on Twitter talking about a brand during social media conversations. Under a survey nearly 3,000 responses were read on an online survey from social network users. The research found that almost a third of respondents (31 percent) found social networking sites as a great media for gathering a company and product information.

Thirty percent told that they learned about a new product, service or brand from a social networking site, and 25 percent have gone directly to an online retailer or ecommerce site after learning about a new product or brand. Additionally, a quarter of participants have recommended a product or brand to friends through social networking sites, while 20 percent have discussed them on social sites after seeing an ad elsewhere.

The researcher behind the research said they were amazed to look at the high numbers for brands, "Brands have a bigger opportunity than people would think-consumers are open to receiving promotions and offers from brands that they've connected with through social networks," said Scott Haiges, president of ROI Research. He further said, “Social networking between a consumer and a brand has created this interesting dynamic where you're making a brand your friend and you're treating like a friend."

Newspapers are the first to experiment with Google Wave

The German newspaper Welt Kompakt is using the hype as created by Google Wave. Kompakt is pioneer in launching a public Wave, helping readers to interact with the title.
The newspaper, which styles itself as the 'little sister' of national daily Die Welt, is thought to be the first on Google Wave, using the real time service to interact with its readers.

It already has a presence on Facebook, YouTube and Twitter, where it is making use of the new Twitter Lists feature to make more of its content available. This link will take you through to the public Welt Kompakt Google Wave but be warned, it has a lot of messages in it and most of them are in German.

All these efforts are to help the title appeal to young readers with lots of money to spend, or "young educated and high-income readers in the cities," as Jan Bayer, publishing director of Die Welt group, put it. The changes are being advertised in a campaign running across online and offline media.

Internet advertising makes breakthrough crossing over TV advertisement in UK

As in a recent update online marketing become the top earning medium in UK for the first time leaving behind Television earnings. The report showing this alarming trend was prepared by accountant Price Water Coopers. As report prepared for the Internet Advertising Bureau explains that internet expenditure grew to 1.75 billion pounds, making up 23.5 per cent of the total. TV took 21.9 per cent of the market, with press and DM on 18.5 per cent 11.5 per cent respectively. PWC senior manager Eva Berg-Winters told that the recession had accelerated the migration to digital.

There A Rise In Global Digital Ad Spending Is On The Cards

According to recent market research update by Group M the global digital ad spending would rise by 11 percent to nearly $65 billion and would account 15 percent of all measured media.

The figure is raised up from an anticipated 13 percent in 2009, according to GroupM. Group M presented this report after 36 countries and showing digital advertising's share of total spend rising from 3.1 percent in 2001 to 14.6 percent in 2010. Alone in the United States it is expected that digital advertising climb by 7 percent next year to $24.4 billion.

"For several years the focus has been on the rapid rise of Google and the implications of its auction based pricing to advertisers and agencies," said Rob Norman, chief executive of GroupM Interaction.

"Today, search remains a key driver of digital marketing as advertisers compete to capture a disproportionate share of the intention that search behaviour represents."

He further said"Now, however, the importance of influencing the organic listings has increased significantly, as has the focus on creating and capturing intent expressed in social media and micro-blogging actions. "Search marketing is becoming intention marketing and is moving beyond results pages to activating and responding to the social graph." In 2010, display spending is expected to have a smaller share of total digital spending, with a 34 percent share, down from 35 percent in 2009 and 39 percent in 2006.

Worldwide display advertising is projected to grow just 5 percent next year to about $20 billion, whereas search advertising will soar 12 percent to approximately $25 billion, GroupM said. Mobile advertising will rise 19 percent next year to $3.3 billion, accounting for 6 per cent of all digital spending, according to GroupM

It is an Earlier Recovery of Strong Brands from Recession

In a research done by Millward Brown Optimor comes out with the facts that BrandZ Portfolio created from the world's top 100 most valuable brands, are in positive node and recovering fast. The BrandZ Top 100 is based on the world's largest brand equity study. It is the only brand ranking that combines financial data with research among 1.5 million consumer and B2B customers in 30 countries.

Joanna Seddon, CEO Millward Brown Optimor said: “The recession has provided fresh evidence of the tremendous value of brand assets. Over the past year, even when things were at their worst, the BrandZ portfolio outperformed the market. Our new analysis reveals that as the stock market recovers, the share prices of companies who have invested in developing strong brands are recovering fastest. Companies that continue to invest in their brands in a recession emerge with a sustainable competitive advantage.”

It Were the Financial Brands Which Suffered Most in Past One Year

Financial brands during the period of one year were hit most as international brands like UBS and Citi were slashed to the half of their capacity. According to the Business Week/Interbrand 2009 Best Global Brands Study, American Express was the biggest financial brand in the index, but it fell from number 15 to number 22, against a 32% fall in the value of its brand.


Citi, one of the banks that had to be bailed out by the US government, saw its place in the list tumble from 19 to 36. UBS lost 50% of the value of its brand to drop to 712 in the list, compared with 41 last year.

JP Morgan and Goldman Sachs managed to hold on to their rankings of 37 and 38 respectively, in spite of both seeing the value of their brands drop.

The downturn in the automotive industry is also reflected in the list. Harley Davidson was worst hit, losing 43% of its brand value to drop from 50 in the list to 73. Apart from General Motors, which is not in the list because it trades under different brands, most companies saw a fall in their valuation, including Toyota, Ford and Honda?

Yesterday Toyota said it planned to spend $1bn on marketing in the US over the next quarter, with an emphasis on promoting its hybrid Prius. This figure is reportedly as much as 40% more than Toyota would usually spend on marketing in a quarter. Below is the complete list of brand indexing as observed in the market survey?

Google to Launch a New Version of Google Search

As Microsoft has done its share of work, by singing deal with Yahoo and from latest information from the cyber world Bing has started stealing search market from Google, Google without being nervous is working on its share of work and is involved with a huge target on its back. And Google does need to make serious efforts as he has one more opponent in Search Engine Market, Facebook, which has launched its own search engine.

Coming back to Google, for its fans, there is news that Google is on though under veil for the next generation of Google Search. The project that is secretly underway at Google, involves, complete revamping of world’s largest search engine, it better can be told as new version of Google. Project, though under construction has ample faith from Google management, as new search engine would be more efficient on indexing speed, accuracy, size, and comprehensiveness. As following is an extract from Google blog about the project.

“For the last several months, a large team of Googlers has been working on a secret project: next-generation architecture for Google’s web search. It’s the first step in a process that will let us push the envelope on size, indexing speed, accuracy, comprehensiveness and other dimensions. The new infrastructure sits “under the hood” of Google’s search engine, which means that most users won’t notice a difference in search results. But web developers and power searchers might notice a few differences, so we’re opening up a web developer preview to collect feedback.”

Instructional Design Principles and Elements

Instructional Design Principles and Elements

* The Learner
* Objectives
* Methods
* Evaluation


Elements of Instruction

* For whom is the instruction being developed?
* What should the learner be able to do after completing the instruction?
* How are these objectives best acquired? What teaching/learning methods, activities, and resources should you use?
* How will you know if the objectives have been mastered? Or that learning has happened?
* Before designing instruction, evaluate the following essential elements

Learner characteristics

* The academic background of the learner, previous academic experience or exposure to the topic, and his/her school or grade level.
* Personal or social characteristics: Age, attitude, work experience, how the content of the instruction relates to his/her life.
* Characteristics of the non-conventional learner: Culturally diverse learners, primary language, learners with disabilities.
* Learning styles, the existing conditions necessary for an individual to learn.
* Motivation of the learner: the student seeking grades, credit, self-improvement, salary or status advancement. Motivation is one of the most important factors to success.

Objectives of the Instruction

Stated objectives are necessary to:

* Facilitate effective learning by designing appropriate instruction
* Provide a framework for evaluating learning
* Prepare and guide the learner
* Objectives can address the- Cognitive domain, Psychomotor domain, Affective domain
* The evaluation of the instruction

Methods of Instruction

* Defining the content needed to address the instructional problem or need is important to instructional design principles.
* Sequence the content to help the learner achieve the objectives.
* Deliver the instruction in one of three patterns: Whole group presentations, Small group interactions, Individualized learning.

Steps in the Instructional Design Process

1. Assess the situation: Needs assessment, Normative needs (test scores, grades, prerequisites), Comparative needs (learning styles) and - Expressed needs, mostly from feedback of students and other peers). Performance Assessment (Feedback from previous students regarding previous instruction. Answers the question: Are the goals of teaching being met?) Choose a design model to follow or design your own using established instructional principles.

2. State the Goal: Think about why you are having students write papers, discuss certain topics; reason why you are assigning certain topics and tasks. Articulate this in some way to your students).

3. Select Appropriate Delivery Medium: Is multimedia appropriate. Think carefully about why you are using a type of multimedia, and how using that media will help enhance your efforts to meet your learning objectives.

4. Implementation: How much help/support do I need? What type of implementation: Interface design Programming Scanning and Digitization

5. Evaluation and Revision: Evaluation of students, course, lesson, unit or module.

ADDIE, Instructional Design Model

To begin, Instructional design refers to the process of instructional program development from start to finish. Many models exist for use by different levels of instructional designers and for different instructional purposes; however, the process can be summarized into five general phases, commonly known as ADDIE (Analysis, Design, Develop, Implementation, Evaluation). These phases sometimes overlap and can be interrelated; however, they provide a dynamic, flexible guideline for developing effective instruction.

1. The Analyze phase is the foundation for all other phases of instructional design. You define the problem, identify the source of the problem and determine possible solutions. May include specific research techniques such as needs analysis, job analysis and task analysis. The outputs of this phase often include the instructional goals, and a list of tasks to be instructed. These outputs will be the inputs for the Design phase.

2. The Design phase involves using the outputs from the Analyze phase to plan a strategy for developing the instruction. You outline how to reach the instructional goals determined during the Analyze phase and expand the instructional foundation. Elements include writing a target population description, conducting a learning analysis, writing objectives and test items, selecting a delivery system, and sequencing the instruction. The outputs of the Design phase are the inputs for the Develop phase.

3. The Develop phase builds on both the Analyze and Design phases. The purpose of this phase of the ADDIE instructional design model is to generate the lesson plans and lesson materials. You develop the instruction, all media that will be used in the instruction, and any supporting documentation.

4. The Implementation phase refers to the actual delivery of the instruction, whether it's classroom-based, lab-based, or computer-based. The purpose of this phase is the effective and efficient delivery of instruction. This phase must promote the students' understanding of material, support the students' mastery of objectives, and ensure the students' transfer of knowledge from the instructional setting to the job.

5. The Evaluate phase measures the effectiveness and efficiency of the instruction. Should actually occur throughout the entire instructional design process - within phases, between phases, and after implementation. Formative Evaluation is ongoing during and between phases. The purpose is to improve the instruction before the final version is implemented. Summative Evaluation occurs after the final version of instruction is implemented. This type of evaluation assesses the overall effectiveness of the instruction. Data from the Summative Evaluation is often used to make a decision about the instruction (such as whether to purchase an instructional package or continue/discontinue instruction).

Types of advertising on broader platform

As so many advertisers’ tries to reach completely different types of audiences, therefore, advertising also tends to be of different types. Popularly, known to be on the audience reach advertising has been defined to be in following popular categories.

· BRAND ADVERTISING: The most popular form of advertising is a national consumer advertising that is also known as brand advertising and focus on long term brand identity and image.

· RETAIL OR LOCAL ADVERTISING: It is local in nature and focuses on the store where a variety of products can be purchased or services are offered. It create distinctive image for the store but emphasize on price, availability, location and hours of operation.

· POLITICAL ADVERTISING: It is form of advertising used by politicians to persuade people to vote for them.

• DIRECTORY ADVERTISING: The reference type of advertising is known, where information is derived from directory type listing, Yellow pages is one of the examples of this type of advertising.

• DIRECT RESPONSE ADVERTISING: It involves any medium for advertising including, direct mails but main purpose here is to generate direct sales instead of brand awareness.

• BUSINESS To BUSINESS ADVERTISING: The messages directed towards retailers, wholesalers, and distributors and journals between professionals are to known as an example of business to business advertising.

• INSTITUTIONAL ADVERTISING: Institutional advertising which is known as corporate advertising is been directed towards creating towards corporate identity.

• PUBLIC SERVICE ADVERTISING: This advertising focus on messages for social welfare and massive message delivery.

• INTERACTIVE ADVERTISING: This form of advertising is for the people who remain is contact of mobile phones, computer and internet.

TOI bagges as world's No.1 newspaper website

According to Internet marketing research company ComScore, timesofindia.com with 159 million page views in May 2009 was way ahead of the New York Times, Sun, Washington Post, Daily Mail and USA Today websites.

According to ComScore, which is considered the most trusted source of information on website performance, the Top 5 English newspaper websites in the world in May 2009 were timesofindia.com (159 million), the sun.co.uk (142 million), nytimes.com (124 million), dailymail.co.uk (73 million) and washingtonpost.com (61 million).

Commenting on the latest ComScore figures, Times Group managing director Vineet Jain said: "The news makes us happy, but there is much more to come. At present, internet penetration in India is only 5% and it's growing at about 30% a year. As newer technologies are introduced and we further empower our readers, in the coming years we'll see an exponential growth in our online readership. TOI will become a far bigger player on the global stage.''

For many years The Times of India has been the world's largest-selling English-language broadsheet newspaper. Now, it is also the world's No.1 English newspaper across formats – broadsheet, compact, Berliner and online. With 65% of TOI Online's readers coming from outside India, this truly establishes TOI as a global brand.

The TOI website is No. 1 not only in terms of page views but it is also the most engaging of the leading newspaper websites. The time spent by readers per visit on the TOI site is greater than that for any of the top sites mentioned above. Whereas visitors to the NYT website spend an average of 2.8 minutes per visit, timesofindia.com readers spend 5.2 minutes per visit.

In fact, the real number of page views for timesofindia.com would be higher than the ComScore figures because ComScore does not take into account the traffic from cybercafes, which according to estimates is about one third of the total traffic from India. In the internet world, where there are no geographical boundaries and competition is just a click away, only the best get the reader's attention.


Courtesy: TOI

Some Wise Examples of Advertising

No doubt a wise advertising campaign can say a lot in a very limited words, Below are the pics from the some best advertising campaigns.