 So students in this module, we will talk about online advertising. Online advertising in the context of internet, online advertising for which we will be discussing the logical model and the ERD for an online advertising system. So what is online advertising? What is advertising for to say? Advertising is something which is persuasive, which makes you do certain things, which makes you buy certain things, which makes you act in a certain way, which of course is beneficial to the organization and the company for which the advertisement is being done. Now there has been tremendous change in the advertisement industry with reference to the popularity of the internet by the popularity of the search engine optimization. The reason being when you are on the internet, you as a customer and you as somebody or some organization which has developed a website, then it has to come up in the top rankings of the search engines, that is the search engine optimizations, which we have already discussed in a lot of detail. So that is a new aspect of advertising. So let's look into the module coverage. So we will look at the history, we will look at the five advantages of online advertising and we will also look at the top five disadvantages and the basic types of advertising. Basic types of advertising in the context of online advertising, there are certain mappings also mappings means that the concept of television advertising mapped in the internet domain that we'll discuss. So early years, some places it has been mentioned, it was 1994, when certain an organization which I would not like to name, they got together and they launched the advertising campaigns over the internet. And some people I know personally myself also used to send emails earlier than that. So the earlier years passed and then there was an recognition of the importance and the strength of online advertising. And there was growth in terms of millions than to billions of dollars. What is the current scenario? The current scenario is like maybe 10 to 50, maybe like 20 years ago, about 20 years ago. The type of advertising which was banner ad is no longer very attractive, is no longer in use. The next thing is the users spend lots and lots of time over the internet because the social media and the advertisement companies are fully aware of it and they would like to capitalize on it and then is the search engine optimization. Okay, where you have to look at the keywords, the structure of the site and other things which you have discussed in a lot of detail, okay, which brings your website on the top ranking of the results. So what are the top five advantages of online advertisement? Number one is wider coverage because there are millions of viewers, potential viewers and customers which are out there, right? So when you place an ad in a television or a newspaper, it has very limited coverage as compared to the coverage it gets on the internet. So it's a wide coverage, tremendously paradigm shift, orders of magnitude more than the traditional and it is affordable also. It is not very expensive. Usually there are different packages, okay, which based on those packages you are charged depending upon how many clicks your URL gets, your website visitors get based upon it. So it doesn't cost you an arm and leg as compared to traditional advertising. It is very informative also because you have all the fine information about your organization, about yourself, about your company and somebody clicks on the link and that somebody is taken to that website where all that fundamental and useful and Zavardha's information is there. Flexible payment plan, you don't pay for everything, right? You pay for what is clicked, you pay for the visitors, you pay for how many people come, how many of those visits convert into good customers and so on. So you are making a lot of progress without spending a lot of money. So that is another advantage. Easy audience engagement, you engage the audience. You have flash, you have movies, other things and you have action for the visitor. So you engage your audience in this way. And in this way, you keep them on your website and you send your message to them, okay, and persuade them. Now, all is not very, very fine, okay. There are certain disadvantages also of online advertisement. One is that unlike the traditional advertisement, if I am watching television or a movie and the ad come on the screen, I have to wait. But in the internet domain, online advertisement, I can close that ad, right? I can skip that ad, I can do many things, okay? And people tend to ignore those ads, okay? They close them, they skip them, and of course, then they are viewing problems. Because the ads are coming over the TCP IP network, okay? Maybe it is through the submarine cable, through a microwave link, a copper pair or Wi-Fi, whatever, and there can be a loss of the signal. And the impact, overall impact is that the advertisement message does not gets the way it was perceived to be passed to you. The way in which it was a plan to be conveyed to you because of the issues. So that reduces the effectiveness of that advertisement message. Expensive ad prices. Now, you will say in the previous slide, I said they are cheap. Now, I'm saying expensive. Of course, it depends upon the type of the customers you are targeting. And of course, it depends upon the number of customers or the potential visitors where your message is going to be placed. Because the cost of the message depends upon how many visitors are coming to that website, that should be remembered. Distraction and lack of interest. It means that people are the place where you place your ad, that website attracting the customers. And when the customers come over there, they engage those customers. They would not like those customers to leave. And in between, your message is also there, right? Now, that website is engaging that customers and your message is coming over there and your potential customers, they get distracted by what the actual website was offering to them. And then they pay less attention to your message. So that is it. Then there are too many options. How many websites are there? They are not in hundreds. They are not in thousands. They are in millions, right? So you have to spend some money. Now, among those millions of websites where your message should be displayed, it may so happen that in the process of making those decisions where your message is going to display, your company may lose a lot of money. Or it may get very little, very small number of potential customers or no customers at all. So you have to be very careful in about spending that money, very hard earned money. And finally, the basic types of advertisements, online advertisements, sponsorship, sponsorship is that a company will say, okay, I will cover all of your website, right? And okay, I will cover part of these websites, part of these pages, right? So you I'm paying for it, so I'm sponsoring it. So that is the kind of a classical model, right? But unlike the classical model, it is, it can be the whole website or part of it. Pop up and pop under ads. These are the ads from the traditional television domain, okay? It does just pop up, okay? And you can close them also. Flash and dynamic HTML, okay? These are more attractive, they are more engrossing, right? And finally, affiliate ads also, based upon the passing messages and affiliations and there are codes also, which generate money for those sponsors. And finally, the search engine optimization in which certain keywords are used, certain methodologies are used, which we have covered in lots of, lots of details in the previous module. So that is all I have for you in this module. Thank you very much.