CU-SEM-III-MBA-Integrated Marketing Communication-Second Darft-converted

11.7 LEARNING ACTIVITIES 1. Consider any two Indian banking companies and compare the promotional methods used by them. Also comment on the effectiveness of their promotional campaigns. ___________________________________________________________________________ ___________________________________________________________________________ 11.8 UNIT END QUESTIONS A. Descriptive Questions Short Answers 1. Define marketing communications. What are the main elements of communications Process? 2. Explain hierarchy model. For what kind of purchases do these models fail, when it comes to explaining the steps, consumers take in making buying decisions? 3. Determine the term message appeal. Illustrate your answer with three examples each of rational and emotional appeals. 4. Emotional appeals are appropriate for what kind of products? Give your reasons. Long Answers 1. What are the different methods for promotion budget determination. Which is the best method, in your view? 2. Explain the term integrated marketing communications. How can a company apply this concept? Give relevant example to support it? 3. Is communication process relevant for the growth of an organisation? Critically examine with relevant facts and figures? 4. A new company has introduced a FMCG product in the market. Suggest the promotion methods that the company should use and why? B. Multi-Choice Questions 151 Multiple Choice Questions: CU IDOL SELF LEARNING MATERIAL (SLM)

1. Which of the following is considered a “key player” in the marketing industry? a. Marketer b. Suppliers or Vendors c. Distributors or Retailers d. All of these 2. The promotion “P” of marketing is also known as ________. a. Product Differentiation b. Distribution c. Cost d. Marketing Communication 3. Which of the following is NOT a part of marketing communication mix? a. Telemarketing b. Public relations c. Sales promotion d. Advertising 4. Marketing strategies are often designed to influence _______________ and lead to profitable exchanges. a. Consumer decision making b. Sales strategies c. Advertising strategies d. Export strategies Answers 1 - d, 2 – d, 3 - a, 4 – a, 152 CU IDOL SELF LEARNING MATERIAL (SLM)

11.9 REFERENCES • Advertising Management, Jayshree Jethwaney & Shruti Jain, Oxford University Press • Advertising & Promotions: An IMC perspective, Kruti Shah and Alan D’Souza, Tata McGraw Hill • Advertising Management, Aakar, Batra and Myers, Prentice • Advertising & Promotions, S H Kazmi and Satish K Batra, Excel • Advertising; Principles and Practice, Wells, Moriarty and Burnett, Pearson • Advertising & Promotion: An IMC approach, Terence A. Shimp Pub., Cengage Learning 153 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT 12. DIGITAL MEDIA & ADVERTISING Structure 12.0 Learning Objective 12.1 Introduction 12.2 Digital Media 12.3 Evolution of Technology 12.4 Convergence of Digital Media 12.5 Summary 12.6 Keywords 12.7 Learning Activities 12.8 Unit End Questions 12.9 References 12.0 LEARNING OBJECTIVE After studying this unit, you will be able to: • Explain the Digital Media • Describe Evolution of Technology in digital media • Describe Convergence of Digital Media • State the Advertising in Digital Media 12.1 INTRODUCTION You've already noticed that the majority of marketing decisions include marketing managers spending money and are focused on Digital Media & Advertising. If it's to create an advertisement campaign or to hire salespeople, money is needed. For businesses with a higher volume of revenue and a smaller profit margin, a minor blunder in digital media strategy or advertising may jeopardise the company's very life. Many businesses find that deciding on an advertising or digital media strategy for their goods is one of the most daunting tasks they face, and they must proceed with caution because the decision does not result in increased sales. In this unit, you'll learn about the different tactics used by businesses to get Digital Media and Ads right. 154 CU IDOL SELF LEARNING MATERIAL (SLM)

12.2 DIGITAL MEDIA What is digital marketing? The term \"digital marketing\" refers to the integrated marketing systems that are used to attract, engage, and convert consumers on the internet. Content marketing, influencer marketing, SEO, social media, and online ads are examples of digital marketing platforms that help brands communicate with consumers and track the success of marketing campaigns in real time. As a result, digital marketing is Building awareness and promoting a brand or product across all available digital platforms is what digital marketing is all about. When consumers today hear about a product, their first thought is, \"Let me look it up online.\" As a result, they embark on a quest to learn more about a product, a service, an issue, or an opportunity. You are not lagging behind your competitors today. You are not behind the times in terms of technology. You've got the customer's back. Any type of media that is in an electronic or digital format for the convenience, information, or entertainment of consumers is referred to as digital media. It contains something that can be seen and heard by others and is shown in an audio (sound) or video (visual) format. Music files, such as MP3, Midi, or WMA files; video feeds from popular video websites on the Internet; and animated Flash® or graphic design files and images used to build interactive websites and games are all examples. Complex electronics devices with digital receivers or processors are typically used to access digital media data. Computers, handheld devices, video game consoles, projectors, televisions, and radios are examples of these devices. Consumers access these files primarily for entertainment and educational purposes; however, some are manipulated and used in other types of media, such as movies, collections, or websites. Audio and music files are typically accessed via portable media players such as MP3 players or radio devices, but they can also be downloaded from music file sharing websites. Digital music files are very common with music fans because they are easy to find, download, and shop. These files are also simple to distribute among customers. This is a less expensive option than buying massive albums or collections of music that will be permanently stored on tapes, CDs, or records. For its fast entertainment value, digital visual and video media is becoming a more common way of sharing images and information. Many companies are starting to use video and graphic image media, which is not only used by ordinary customers who have access to inexpensive digital image and video creation and editing equipment and software. These files offer engaging and stimulating formats that can be used in a variety of ways to spread ideas, knowledge, and entertainment to the general public. Since the introduction of the first video 155 CU IDOL SELF LEARNING MATERIAL (SLM)

games in the 1980s, gaming interactive media has been available. Although gaming has historically been a juvenile pastime, the advent of handheld gaming systems and family- friendly video games has made it a household staple that is enjoyed by people of all ages and abilities. The most common types of gaming media are physical formats, which must be bought at video game stores, or digital forms, which can be found on the Internet. Types of digital media: • Include software • Digital images • Digital video • Video game, • Web pages and websites • social media • data and databases • digital audio, such as MP3 and • Electronic books Advantages of Digital Media Advertising Campaign Long-lasting and memorable: It goes without saying that a successful commercial would remain in the minds of customers for a longer period of time. If the ad is clever, amusing, powerful, or imaginative, a highly innovative ad is more likely to influence the customer to choose that business when they need the product later. a. Forms a Fan Community Quicker: Customers respond to creative communications with more consideration and constructive feedback on the items being promoted. Furthermore, they are more likely to engage the target audience and the product being marketed. When the audience is enthralled, word of mouth spreads naturally. A highly innovative digital media advertisement campaign generates more discussion about the advertisements, broadening the audience beyond those who saw the campaign. b. More Productive: According to several studies, investing a dollar in a highly resourceful digital media advertising campaign rather than a standard ad for similar goods results in twice the revenue effect of a dollar spent on a non-innovative ad campaign. As a result, the innovative marketing has a greater effect and leads to increased sales. 156 CU IDOL SELF LEARNING MATERIAL (SLM)

c. Digital Media Advertising: Maintains parity with competitors: Digital ads can not only keep you on par with your competitors, but it can also prepare you to contend head-to-head with well-known brands and large companies. d. Less Media Spending: Other elements of the marketing expenditure can be significantly reduced if the commercial is more compelling. This not only generates more sales at a lower expense, but it also allows you to reallocate your marketing budget to areas of the company that need it. e. Easy to measure: You can keep an eagle's eye on which campaigns are working and which aren't for your company online in real time, and you can adapt quickly to change your results. You can use Google Analytics to evaluate traffic to your site and calculate specific goals you want to achieve for your website or blog, and most bundled email marketing solutions provide a clearer understanding of how many people are opening, reading, and converting from your emails. f. Brand Improvement: A well-maintained website with relevant content that meets the needs of your target audience and adds value will provide significant value and lead generation opportunities. 12.3 EVOLUTION OF TECHNOLOGY Advertising has existed for a long time, much longer than most of us are aware. The first commercial happened when someone told another person that they could buy something for a certain price for the first time, which was most definitely before documented history. It's difficult to pinpoint the exact date when the definition was first implemented. It was certainly by word-of-mouth in the beginning, and it's still one of the most effective methods of advertising today. The history of ads in the United States, and how we got from the original incantations to today, is the subject of this essay. • According to William M. O'Barr's \"A Brief History of Advertising in America,\" the first recorded commercials in the would-be United States appeared before we gained independence from the British Empire. • Since branding did not exist at the time, they were simply used to announce that anything was available without mentioning which company was making it. The first advertisements were published in newspapers in colonial America around 1700, when “newspapers were scarce... and the advertising they held were few.” 157 CU IDOL SELF LEARNING MATERIAL (SLM)

• Before the revolution, our very own Benjamin Franklin was the one who played the most important part in publishing the first American advertisements in The Philadelphia Gazette and Poor Richard's Almanac. • French lessons and needlework lessons for women were among the items advertised in the newspaper. There were also indentured servants on the market. Imported products like rum and molasses were sold a little later. BRANDING: MODERN ADVERTISING IS BORN The first commercials must have seemed strange to us because they just showed a product or service that could be purchased for a fee, but no connection to the company that was selling it. When purveyors and manufacturers of goods started stamping their names on items in the mid-nineteenth century, this form of branding emerged. To “brand” something simply means to leave a mark on it, which is exactly what businesses started to do. It only goes to show how slow innovation can be, since it took over a century for manufacturers to understand that having their names on their goods will help them secure repeat business. It would be a few more decades before companies made a truly substantial jump in advertising by deliberately attempting to convince customers to purchase something by convincing them about some rare, special value it held. In the twentieth century, this was the beginning of advertisement and marketing as we know it today. ADVERTISING EXPLODES IN THE 20TH CENTURY From the early days when the newspaper was the only medium by which producers could inform the public about their products, came the age of radio, which not only enabled producers to reach a much wider audience, but also delivered the message much more quickly and efficiently. Radio commercials were oddly similar to the \"native advertisements\" that we see today on the Internet. We'll look at this approach below. Native ads make the ad appear to be the product itself. People were often \"brought to them\" by whatever organisation was advertising during their favourite programmes on the radio. People were unaccustomed to this because there was no precedent for it at the time, so they equated the advertiser with the material to the point that they thought the advertiser was the author. 158 CU IDOL SELF LEARNING MATERIAL (SLM)

The television was the next step. Television advertisements arrived on the scene and forever changed the game. Now that the public was comfortable with the format of advertising, they understood what they were seeing on TV, so they didn't have the same aversion to ads that we do today–they didn't mind the intrusion. It was well-received because, in a way, everyone saw the advertisements as an opportunity to learn about the products that were available for purchase. After a few decades of technological progress, television commercials gave way to Internet commercials, and the rest is history as we all know it. MOVING INTO THE NEW MILLENNIUM The Internet became widely available in the 1990s, but no one could have known what would happen next. When the twenty-first century arrived, the advertising industry had become a raging fire that couldn't be put out. Advertisers followed suit as the Internet became a regular service used by every developing nation on the globe, placing their advertisements in every open space they could find. They progressed from endorsing websites to banner advertising, more banner ads, smartphone apps, and ads that track you around the internet. Podcasts appeared in the 2000s and were initially free of advertisements, but by the next decade, as we all know, advertisers had made their way into them as well. The new radio is podcasts. Although radio is still around, the choices are becoming increasingly small, whereas podcasts are virtually unlimited. You can listen to a podcast on any topic or interest you want, and you can even miss the advertisements if you want to. Not only that, but instead of being at the mercy of what and when the radio station wants to play, you can listen to them whenever you want. Advertisers are well aware of this, which is why they are gradually focusing their efforts on podcasts that their target audiences are listening to. Bottom line: marketers will go where the focus is, so they'll search for any spot where people are looking and position their advertisements as close to their sight lines as possible. CURRENT ADVERTISING CHANNELS What are the current options for promoting your product? There are many, and here are some of the most efficient ways for any company to bring their brand out into the open in the most effective way possible. 159 CU IDOL SELF LEARNING MATERIAL (SLM)

• SEM & SEO Outside of the time it takes to print, Search Engine Marketing (SEM) and Search Engine Optimization (SEO) are the most important tools for a company to use to expose their brand to the public. Any company can use SEO to drive traffic to their website by publishing blog posts that target their customers. • SMM Anything you do to advertise your product on social media sites is referred to as social media marketing (SMM). There are paid advertisements available for this form, but if you know how to attract attention to your posts, you can do it for free. While it is arguably cheaper to pay for advertising on Facebook or Instagram, each company must do its own research to determine which campaign will be the most effective. • PPC Pay Per Click (PPC) ads can be extremely beneficial, but you must do extensive testing beforehand to ensure that your profit margin is not blown out. Given the other marketing outlets available, this could easily turn out to be a waste of money for you. • Native Advertising Native advertising is tricky because it only works up to the point that people know what they're seeing isn't true content but an ad that looks like it. It may not be the best choice to use because it essentially tries to get people to look at your brand. • Retargeting Retargeting is a powerful tool. It essentially “follows” people as they traverse the Internet from one place to the next using cookies and web search data. When they click on a link to your company's website once, the ad retargets them by appearing as they travel across the internet. The only time this strategy will fail is if anyone uses ad blockers. • Affiliate Marketing Affiliate marketing is a relatively new concept that has emerged in recent years and is unquestionably more truthful marketing since it incentivizes people to refer other consumers to your company. Referring someone to your company will give people money or credit with your company. 160 CU IDOL SELF LEARNING MATERIAL (SLM)

Knowing where the idea and industry of advertising originated is definitely useful in and of itself, but this is more than just an educational post. For one thing, studying the history of business advertisement and marketing shows you how it continues to evolve over time and how you can foresee where it's going now. More importantly, when you try various strategies, you can see what succeeded, what didn't, and what to watch out for. What are the chances? You may be the business that invents the next big thing in advertising. 12.4 CONVERGENCE OF DIGITAL MEDIA The coming together of computers, telecommunications, and media in a digital world is referred to as media convergence. Nicholas Negroponte coined the word Convergence in 1978, stating that modern devices combined with technology, social media, and the internet form the basic framework of Convergence in media. It combines the \"3 C's,\" namely communication, computation, and information, as a result of the digitization of media content and widespread Internet use. The most popular examples of Media Convergence are: • Smartphones (converging camera, music, the internet, books, and all other media together) • Online Radio (converging radio with the Internet) • E-books (converging paperbacks with the digital technology) • News Websites and Apps Advantages In the digital era, where there is a constant barrage of material vying for our attention, media convergence has proven to be advantageous. The following are the most significant benefits of media convergence: • Content producers may reach the right demographic or community they are aiming for by publishing personalised content. • One of the top benefits of digital integration between conventional media and modern media is the rapid availability of news and moment-based content. 161 CU IDOL SELF LEARNING MATERIAL (SLM)

• As a result of media integration, the viewer has often been the producer. From memes to social media messages, media integration has proven to be extremely beneficial in bringing audiences together on a global scale. • Another significant advantage of media convergence is that it has broadened the weaknesses of conventional media by combining it with digital media, resulting in the provision of real- time and up-to-date news on a global scale. • Because of the integration of conventional and modern media, the expense of digital marketing has decreased, making this process more beneficial and accessible. Types of Media Convergence Media convergence is a broad concept that encompasses technical, industrial, social, textual, and political considerations. The three main types of Media Convergence are: • Technological Convergence • Economic Convergence • Cultural Convergence Technological Convergence The term \"technological convergence\" refers to the layers of abstraction that enable different technologies to work together as a convergent framework. It occurs when new technologies are developed that replace older technologies and perform the same role more efficiently. The integration of computing, networking, and content across networked digital media networks is known as technological convergence. It also aspires to turn traditional media into a digital format, such as reading a book online (E-books, Kindle). We've put together a list of some of the fundamentals of technological convergence below: • Technology convergence occurs when new technologies are developed that primarily replace or update previous technologies and perform the same role in a more advanced manner. For example, people used to listen to music on the radio, but now technological convergence has progressed and the majority of people use smartphones. • Technological convergence refers to the tendency for technology to develop in the same direction. Economic Convergence 162 CU IDOL SELF LEARNING MATERIAL (SLM)

Economic media convergence enables a single organisation to reach broader interest groups across different types of media, similar to the general concept of Economic convergence, which means that countries with lower GDPs would rise faster than countries with higher GDPs. The following are some of its main features: Big corporations use old and modern media to their benefit in economic globalisation by selling products or product rights. It is the horizontal convergence of entertainment industry companies such as Sony, AOL, and Time Warner, which now have interests in film, television, books, sports, the internet, and music real estate, among other things. Cultural Convergence When two or more societies adopt each other's characteristics and become more similar, this is referred to as media convergence. The growing similarities between cultures aren't only limited to consumer brand and media beliefs. The following are some of the most common ways of cultural media convergence: Acculturation: When one of two cultures is weaker, the weaker culture adopts characteristics from the stronger culture, such as Indians speaking English. Assimilation: When the original characteristics of a weaker culture are totally removed and replaced by remnants of a more dominant culture, such as when war immigrants stop speaking their native language. Importance of Media Convergence Are you curious as to why media convergence is so important? It's significant because it combines information, networking technologies, and computer networks, resulting in the immediate transformation of many existing markets, facilities, and work practises, as well as the emergence of new types of content. The following are the main reasons why Media Convergence is critical: It changes the way people communicate, how news is reported, and how journalism is done. Consider the field of journalism in the media. • It resulted in cross-media since a large amount of content is now consumed via mobile devices. News organisations, for example, no longer depend solely on print or audio-visual transmission. 163 CU IDOL SELF LEARNING MATERIAL (SLM)

• News portals, podcasts, news streams, blogging, blogs, and smartphone apps are among the many digital media forms that have emerged. • The newly converged media platforms provide online access to the archives as well as limitless opportunities for users to comment on the storey or share related links. 3Cs of Media Convergence Computing Content Communication Media Convergence Figure 12.1 – Media Convergence Computing, Communications, and Content are the three Cs of Media Convergence. The 3Cs of Computing, Communications, and Content come together in Media Convergence, which is a direct product of the Internet's digitization and promotion. To put it another way, Media Convergence is the product of the convergence of content with communication technologies and computer networks. Disadvantages of Media Convergence Although the benefits of this form of convergence include content integration, quicker access, and international scope, the drawbacks include the effect of convergence on both customers and technology. The following are the main drawbacks of media convergence: • Difficulty measuring customer reactions and responses through several converged channels. • With multiple media outlets in one device, there is more competition for consumers' time and attention; audiences are often distracted by large quantities of information overload. 164 CU IDOL SELF LEARNING MATERIAL (SLM)

• Learning digital skills to use various forms of media is difficult for the elderly and disabled members of the society. • Because of the high reliance on technology and the internet, areas lacking these elements may have difficulty accessing online information. • Cyber-attacks and malfunctions are a possibility. 12.5 SUMMARY • The term \"digital marketing\" refers to the integrated marketing services that are used to attract, engage, and convert consumers online. • Digital marketing is the process of increasing brand recognition and promoting a product or service across all available digital platforms. • The first commercial happened when someone told another person that they could buy something for a certain price for the first time, which was most definitely before documented history. • The term \"brand\" literally means \"to burn something with a label,\" which is exactly what businesses began to do. • Outside of the time it takes to print, Search Engine Marketing (SEM) and Search Engine Optimization (SEO) are the main strategies for a company to use to expose their brand to the public because there is almost no cost to do so. • Affiliate marketing is a relatively new concept that has emerged in recent years and is unquestionably more truthful marketing since it incentivizes people to refer other consumers to your company. • In a digital world, media convergence is described as the convergence of computing, telecommunications, and media. • Media convergence is a broad concept that encompasses technical, industrial, social, textual, and political considerations. 12.6 KEYWORDS • SEO: Search Engine Optimisation 165 • SMM: Social Media Marketing • SEM: Search Engine Marketing CU IDOL SELF LEARNING MATERIAL (SLM)

• PPC: Pay Per Click • Retargeting: It basically uses cookies and web search data to “follow” people as they navigate the Internet from one site to another 12.7 LEARNING ACTIVITIES List all the internal and external factors that affect the Digital Media & Advertising strategy of: 1. Necessary goods 2. Luxury goods 3. Unsought goods, like insurance ___________________________________________________________________________ ___________________________________________________________________________ 12.8 UNIT END QUESTIONS A. Descriptive Questions Short Answers 1. Disadvantages of Media Convergence. 2. What is SEO/SEM? 3. What is technology convergence? 4. What is Cultural Convergence? 5. List down new trends in Advertisement? Long Answers 1. Describe Digital Media. 2. Write in detail about current advertisement Channels. 3. Explain the Types of Media Convergence 4. Importance of Media Convergence 5. History of Digital Media B. Multi-Choice Questions 1. Digital marketing is often referred to as___________. 166 CU IDOL SELF LEARNING MATERIAL (SLM)

a. online marketing b. internet marketing c. web marketing d. All of these 2. Which of the following is not a traditional form of digital marketing? a. Radio b. TV c. Billboard d. All of these 3. This is the process of marketing accomplished or facilitated through the application of electronic devices, appliances, tools, techniques, technologies and or systems: a. Direct Marketing b. Interactive marketing c. Electronic marketing d. internet marketing 4. ___________ is a term that describes the layers of abstraction which enables different technologies to interoperate efficiently as a convergent system. a. Technological convergence b. Social Convergence c. Economic Convergence d. None of these. 5. In _____________ large companies use old and new media to their advantage by selling merchandise or the rights of the product. a. Technological convergence b. Social Convergence c. Economic Convergence d. None of these. 167 CU IDOL SELF LEARNING MATERIAL (SLM)

Answers: 1 - d, 2 – d, 3 - c, 4 – a, 5 -c 12.9 REFERENCES • Advertising Management, Jayshree Jethwaney & Shruti Jain, Oxford University Press • Advertising & Promotions: An IMC perspective, Kruti Shah and Alan D’Souza, Tata McGraw Hill • Advertising Management, Aakar, Batra and Myers, Prentice • Advertising & Promotions, S H Kazmi and Satish K Batra, Excel • Advertising; Principles and Practice, Wells, Moriarty and Burnett, Pearson • Advertising & Promotion: An IMC approach, Terence A. Shimp Pub., Cengage Learning 168 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT 13. DIGITAL MEDIA & ADVERTISING Structure 13.0 Learning Objective 13.1 Introduction 13.2 E- Commerce and Digital Media 13.3 Advertising on Digital Media 13.4 Social Media 13.5 Mobile Adverting 13.6 E-PR 13.7Summary 13.8 Keywords 13.9 Learning Activities 13.10 Unit End Questions 13.11 References 13.0 LEARNING OBJECTIVE After studying this unit, you will be able to: • Explain the E- Commerce and Digital Media • Describe Social Media in Digital Media • Describe Mobile Adverting • Describe E-PR 13.1 INTRODUCTION You've already noticed that the majority of marketing decisions include marketing managers spending money and are focused on Digital Media & Advertising. If it's to create an advertisement campaign or to hire salespeople, money is needed. For businesses with a higher volume of revenue and a smaller profit margin, a minor blunder in digital media strategy or advertising may jeopardise the company's very life. Many businesses find that deciding on an advertising or digital media strategy for their goods is one of the most daunting tasks they face, and they must proceed with caution because the decision does not 169 CU IDOL SELF LEARNING MATERIAL (SLM)

result in increased sales. In this unit, you'll learn about the different tactics used by businesses to get Digital Media and Ads right. 13.2 E COMMERCE AND DIGITAL MEDIA To begin, let's define the words e-commerce and e-business. Electronic commerce, also known as ecommerce, is the method of purchasing and selling products and services with the use of computerised systems. The Internet or other computer networks may be used as these electronic systems. In most organisations, the World Wide Web plays a significant role in the introduction of e-commerce. While some people confuse the words e-commerce and e-business, they refer to two distinct concepts. E-commerce refers to the use of information and communication technology (ICT) in the buying and sale of products and services between businesses and in business-to- consumer (B2C) transactions. E-Company, on the other hand, is a term in which ICT is used to improve key business processes across the Internet's facilities. It refers to any method that a company uses to conduct business over a computer network. What is meant by E- commerce? The functions are referred to as \"E\" in E-Commerce because they are carried out without the need for human interaction. It does not mean that the humans have vanished entirely from the scene. The process of searching for and choosing items in online catalogues, then \"checking out\" with a credit card and encrypted payment processing is referred to as \"e-commerce\" or \"online shopping.\" Consumers are taking advantage of lower rates provided by retailers operating at a lower margin than a bricks and mortar store, as well as the greater convenience of getting a product delivered rather than the time, transportation, and parking costs of going to a store. Purchasing products from overseas suppliers at a lower cost Online retailers have a wide selection and inventory. Comparison engines that compare products and make recommendations They did for commodities at auction sites. CATEGORIES OF E-COMMERCE 170 CU IDOL SELF LEARNING MATERIAL (SLM)

● B2B or Business to Business: Manufacturers and distributors conduct business, and pricing is determined by the order quantity. A car maker, for example, buys tyres and windscreens in bulk from their respective suppliers. ● B2C or Business to Consumer: Catalogues are used to market a merchant's goods to the general public, and shopping cart software is used to do so. A Fast-Moving Consumer Goods (FMCG) business, for example, advertises its products on its own website, allowing consumers to browse through them and place orders directly with the company. ● C2B or Consumer to Business: Companies capable of meeting the specifications bid on the project after a customer posts his requirements. The customer evaluates the bids and chooses the best company to complete the job. Websites, for example, offer a forum for developers and clients. The client submits his specifications to this website, and the developers or coders review the information and submit a bid. ● C2C or Consumer to Consumer: The customer lists his goods on a website, and another customer bids on them in an online auction. Payments are made via services like PayPal. Customers may sell their goods to other customers on the eBay website, for example. B2E (Business-to-Employee) e-commerce is when companies use internal networks to sell their employees goods and services online—not just on the Internet. What is Digital Advertising? The process of publishing promotional material through online platforms such as social media, search engines, websites, and any other programme that can be accessed digitally is known as digital advertisement. Since consumers spend the majority of their time online, digital advertising allows you to take your company directly to your target market. What Makes Digital Advertising Unique? Its ability to capitalise on the success of well-known websites such as Facebook, YouTube, Yelp, Google Search, and others. They sell you ad space on their websites in order to offer services to their own customers. When you advertise on a platform that your consumers enjoy, you are effectively promoting that platform. Before we delve further into the subject of digital media ads, here are some statistics to consider: According to Google itself, there are 3.5 billion searches made by users per day. 171 CU IDOL SELF LEARNING MATERIAL (SLM)

• 92% of these users will pick businesses found on the first SERP • The volume of searches in Google increases by approximately 10% each year. • 35% of the searches are for products • 34% of local searches with the “near me” keyword result in users visiting the actual store • In the year 2018, digital ad revenues surpassed the $100 billion mark for the very first time. Digital Ads Can Help You Reach the Right People with the Right Message This type of marketing enables you to meet the right people at the right time with the right message. You may think you're already doing this with newspaper advertisements, posters, or radio commercials. However, when we look at digital marketing together, you'll see how far digital ads are pushing the advertising industry forward. Digital advertising encompasses any of a company's communications aimed at promoting and advertising its brand, product, or services through multiple platforms and digital networks. Types of Digital advertising 1.Display ads Visual advertisement is referred to as \"display ads.\" Photos, text, banners, wallpapers, popup advertising, flash (moving ads), and video ads are all examples of this. They're usually found on third-party websites that are related to the ad. 2.Social media ads Facebook, LinkedIn, and Twitter are the easiest sites to use. On social media sites, there are two types of advertisements: organic, which are displayed to your followers, and paid, which can be used to reach particular audiences. 3.Search engine marketing SEM is another name for SEM. This form of advertisement is focused on the keywords people type into search engines like Google while looking for something. Pay Per Click (PPC) and Cost Per Thousand (CPM) are the two forms of SEM (CPM). You pay for each click on your ad with PPC, while with CPM, you pay a flat rate per thousand impressions. 4.Native advertising 172 CU IDOL SELF LEARNING MATERIAL (SLM)

Have you ever wondered what the sponsored listings at the bottom of blog posts are all about? Native ads, as well as supported content on your Facebook feed and other social media platforms, are examples of this. These advertisements are seamlessly incorporated and disguised within the network on which they appear. In-feed, search ads, recommendation widgets, and sponsored listings are all examples of native advertising. 5.Retargeting and remarketing Show ads that target users that have interacted with your site in specific ways are known as retargeting. When a visitor to your website clicks on a particular link you've chosen, a cookie is stored in their browser that you can use to retarget them. Retargeting is also known as remarketing, which may be confusing. Remarketing is most often used to refer to emailing and re-engaging people who haven't completed a specific action on the website. 6.Video ads Video ads may be used for a variety of purposes. It will mostly be too emotionally involving the viewer. You can make a variety of videos, including instructional and informative videos, as well as how-to videos. Video commercials are common because they avoid overt ads and are typically very entertaining. However, make sure the videos are of good quality. While YouTube is the most common video sharing platform, other video platforms such as Vimeo and Adap.tv exist. 7.Email marketing We're not talking about spammy sales emails when we say email marketing. Visitors to your website should be able to sign up for your newsletters. You'll have their permission to contact them this way. This is a fantastic way to increase customer retention and revenue. To send out mailers to your subscribers, you can use email campaign managers like Mail Chimp, Campaign Monitor, or Convert Kit. How Does Digital Commerce (ecommerce) Work? People, processes, and technology are used to conduct the offering of development content, analytics, advertising, pricing, customer acquisition and retention, and customer engagement at all touchpoints in the customer purchasing path, which is known as digital commerce. E-Business The three main processes enhanced in e-Business are: 173 CU IDOL SELF LEARNING MATERIAL (SLM)

1. Production processes, which include: (a) Procurement (b) Ordering and replenishment of stocks (c) Processing of payments (d) Electronic links with suppliers (e) Production control processes 2. Customer-focused processes, which include: (a) Promotional and marketing efforts (b) Selling over the Internet (c) Processing of customers’ purchase orders and payments (d) Customer support 3. Internal management processes, which include: (a) Employee services (b) Employee training (c) Internal information-sharing (d) Video conferencing (e) Recruiting E-Commerce, in general, satisfies the needs of businesses, retailers, and customers in order to cut costs. It also takes into account the efficiency of the service and the time it takes to produce the goods. Factors Fuelling E-Commerce Economic factors, marketing and consumer engagement factors, and technology factors, especially multimedia convergence, are the three major factors driving e-commerce. 1. Economic Factors: One of the most obvious advantages of e-commerce is its cost- effectiveness. Reduced communications costs, quicker and more cost-effective electronic transactions with vendors, lower global knowledge exchange and advertisement costs, and less expensive customer service options can all help. Economic integration can be either internal or external: 174 CU IDOL SELF LEARNING MATERIAL (SLM)

Internal integration refers to electronic communication between departments as well as the networking of business operations and processes within a company. It aids in the storage of vital business data in digital form, which can be quickly retrieved and distributed electronically. The simplest example of internal integration is a corporate intranet. (b) External integration is electronic communication in a virtual networking environment using the Internet as a platform between companies, vendors, consumers or clients, and contractors. Market and Customer Interaction Factors: To capture foreign markets, businesses are encouraged to use e-commerce in product promotion and marketing. In the same way, the Internet is being used to improve customer service and support. Companies may also use the Internet to offer more accurate product and service details to their target customers. Technology Factors: The advancement of ICT is a critical factor in the growth of e- commerce. In the digitization of content, compression, and promotion of open platforms for the integration of communication networks into a single platform, technology has played a critical role. This has resulted in the establishment of separate networks for cable television, broadcast television, and telecommunications services, as well as the elimination of the need for Internet access. Organizations benefit from using only one information supplier because their communications expenses are reduced. In addition, technological convergence has aided in the realisation of universal access concepts. Telecommunication providers are now being harmed by the costs of building telephone landlines in remote areas. Instead of restricting local and long-distance telephone charges, revenues from building landlines can be more appealing if the landlines provide cable TV and Internet charges. This introduction would assist the government in lowering the cost of constructing costly landlines and providing low-cost access to information to rural residents. Advantages of E-Commerce Advantages for Customers ● Convenience: On the internet, every product is literally at your fingertips. In a matter of seconds, type the product you're looking for into your favourite search engine, and all of your options will appear in a well-organized list. 175 CU IDOL SELF LEARNING MATERIAL (SLM)

● Time saving: There's no need to go around in circles searching and digging for what you're looking for with e-commerce. Online stores sell their entire product range and use warehouses instead of storefronts, so items are easy to find and can be shipped to your door in a matter of days. ● Economy Benefit: E-commerce helps us to conduct business without the need for physical stores, infrastructure investments, or other commonplace products. Companies only want a well-designed website and excellent customer service. ● Easy to compare: Side-by-side comparisons are simple and fast to perform. When goods are placed on the internet, they come with all of the information, and the seller wants you to compare them to others, trusting that they have the best choices, and return for more! ● Easy to find reviews.; Since there is so much competition online, businesses want you to read other people's reviews. Every website has both positive and negative reviews; not only can you see if the product is enjoyed, but you can also see the reasons for the thumbs up or down. ● Coupons and deals: With every online business vying for your attention, more coupons and sales are inevitable, which are fantastic for consumers. You will find products at up to 80% off on major sites that operate as department stores! Take advantage of the rivalry and shop around for the best deal. E-Commerce Advantages for Businesses ● Increasing customer base; Any business's primary concern, whether online or offline, is its consumer base. When a company goes online, it doesn't have to think about getting the best location in town; customers from all over the world can access their goods and return at any time. ● Rise in sales; Any company would have more revenue online with a higher profit margin if it does not manage a storefront. They have the ability to redistribute money in order to improve the pace and efficiency of customer shopping. More goods can sell if they are available in foreign markets. ● Round the clock availability: Even if it's snowing and the roads are blocked, or if it's too hot and humid to even go outside in the summer, or if it's a holiday and every store in town is closed, your online business is available to customers 24/7, 365 days a year. The doors will never shut, and profits will continue to rise. 176 CU IDOL SELF LEARNING MATERIAL (SLM)

. ● Expand business reaches; Translation is a fantastic internet tool! A company that operates online does not need to create a site in every language. With the right marketing, consumers all over the world can find a company's website, goods, and details without having to leave their homes. 13.3 ADVERTISING ON DIGITAL MEDIA Internet advertisement takes many forms, and as the medium matures, so will the variety. Ad banners, blogs, ad buttons, sponsorships, interstitials, and classified ads are all examples of modern Internet advertisement. 1. Ad Banner: The most basic form of Internet advertisement is the ad banner. It's similar to a billboard that appears at the top or bottom of a web page and directs the user to the advertiser's website when clicked. The banner is approximately four and a half inches wide by one and a half inch tall. Side panels, skyscrapers, and verticals are some of the other titles for banners. 2. Website: A website, rather than an advertisement, is a place on the Internet where everyone can learn about a business, its goods, and/or services. It serves as a promotional brochure for the company's goods or services. Some businesses use their websites as a source of information and entertainment, encouraging visitors to return frequently. Other businesses use the Internet as an online catalogue store, doing business entirely online. 3. Ad Button: Ad buttons are a smaller version of banners that sometimes resemble icons and act as a connection to the advertiser's home page. With full motion and animation, software innovations such as Java, Acrobat, Enliven, and Shockwave have significantly improved the effectiveness of banners and ad buttons. Some search engines, such as WebCrawler and Excite, provide audio functionality to marketers when a banner is clicked. 4. Sponsorship: This type of internet advertisement is becoming increasingly popular. Companies may fund whole parts of a publisher's website or individual activities for a set period of time. In return for their support, companies receive significant exposure on the website through the integration of the sponsor's brand with the publisher's content as an advertorial, or through ad banners and buttons on the web page. 5. Interstitial: This is a more recent form of Internet advertisement, also known as interracial advertising. This is an animated ad that appears on the computer screen while the user is 177 CU IDOL SELF LEARNING MATERIAL (SLM)

installing a website. According to Advertising Age, this form of ad is twice as successful as ad banners in terms of increasing brand recognition. 6. Classified Ad: This form of Internet advertisement is gaining popularity among advertisers and provides an excellent opportunity for local advertisers. Many classified websites have free classified advertisement options because they are supported by ad banners from other advertisers. A classified ad looks a lot like the ones you see in the newspaper. 7. E-mail: Many Internet marketers send text and video, live video, updates, and press releases in e-mails. 8. Pop up Advertising: They are advertisements that appear in a new browser window. Pop- up windows come in a variety of sizes and shapes, with the most common being a scaled- down browser window with just the Close, Minimize, and Maximize commands. Pop-up ads arouse deep anger among some Internet users. Because it is easier to click the \"close\" button than to send an email to complain, marketers are often unaware of the bad will caused by pop-ups. \"Do people see our ads?\" and \"Are they effective?\" are two simple questions that advertisers have always had. The Internet Advertising Bureau (IAB) recently released a collection of useful definitions. The ad request to answer the first question is a clear calculation. \"An ability to offer an advertisement feature to a Web site visitor,\" according to the IAB. When a visitor views a web page that contains advertisements, the browser retrieves the advertisements from a host server and displays them as banners, buttons, or interstitials. The number of such ad requests received can then be converted into CPM units. The click rate is another one-of-a-kind Internet metric (also called click through rate). When a user moves the mouse pointer over a web connection and \"clicks\" the mouse button, they are taken to another page. The click rate is calculated by dividing the number of ad requests by the number of clicks on an ad. 13.4 SOCIAL MEDIA The delivery and reception of advertisement messages has changed as a result of media dissemination. Due to the high costs of reaching a large audience through television, marketers are turning to alternative media such as social networking sites (SNSs) to reach their target customers. In comparison to conventional communication tools, the advent of Social Media has aided organisations in engaging in direct, accessible, cost-effective, and 178 CU IDOL SELF LEARNING MATERIAL (SLM)

timely end-consumer interaction. As a result, Social Media Advertising benefits not only major multinational corporations, but also small and medium-sized businesses, as well as non-profit and governmental organisations. “Marketing through traditional channels costs four times as much as marketing through the Internet.” Blogs, company-sponsored discussion boards and chat rooms, customer product or service review websites and forums, internet discussion boards and forums, mo.-blogs (sites containing digital audio, videos, movies, or photographs), and social networking websites, to name a few, are all examples of online, word-of-mouth forums. Consumers can actively engage with advertisements through social networking sites (SNSs). For example, SNS allows 63 consumers to \"like\" such ads, follow ads on Twitter, share them with friends, and learn which friends like the ads. Many customers are abandoning conventional forms of advertisement such as radio, television, magazines, and newspapers in favour of using social media to learn more about goods and make purchasing decisions. As a result, many experts believe that Social Media can be incorporated into a company's Integral Marketing Communication strategy. Integral Marketing Communication (IMC) is a key principle that businesses use to communicate with their target audiences. “Internet marketing, also known as the world wide web, results in ten times the number of units sold at one-tenth the cost of advertising” (M. Potter, 1994) The key advantage of using social networking sites for advertising is that the advertiser can take advantage of the user's demographic details to better target their message. On the one hand, social media has given customers enormous leverage that they have never had before in the marketplace; on the other hand, companies have no real influence over the content, length, or frequency of social media-based conversations. With the advent of social media, the relationship between companies and consumers is shifting. Social media has an effect on many facets of consumer behaviour. In order to build a sincere partnership with their clients, companies must improve their marketing strategies. According to a survey, Facebook had a greater impact on social media users' purchasing behaviour than Twitter. Social Media has opened up a plethora of new forms and sources of online knowledge that are 64 produced, shared, and used by customers with the aim of informing each other about goods, services, personalities, and issues. Consumers are becoming more interactive, and the goods they buy and the organisations they associate with must follow suit. The mere existence of a company on Facebook or Twitter would not raise its turnover; instead, the company can use social networking sites to disrupt the conventional buying process. 179 CU IDOL SELF LEARNING MATERIAL (SLM)

Sony made a lot of money thanks to a social media campaign that encouraged people to buy its goods. They gave Twitter users the opportunity to customise Sony Vaio Laptops and receive a 10% discount. It worked, as the company's Twitter revenues increased by $1.5 million during that time span. The primary goal of this Sony campaign was to increase sales by providing customers with a little something extra – a customised laptop that would meet their needs. The Twitter users felt fortunate to receive a customised laptop tailored to their needs, as well as an additional 10% discount that no one else received. IBM used social media to earn millions of dollars. According to Ed Linde II, Senior Marketing Manager at IBM, they were able to increase revenue simply by \"listening for leads.\" In 2009, Dell revealed that it had made a $3 million sale via its Twitter account. 65 The shopping habits of online consumers have shifted significantly, with the majority preferring to purchase via social media. Facebook and Twitter users have been found to spend more money online than the average internet user. This is partially due to companies finding it easier to purchase via social networks, and more online shoppers are beginning to trust SN, or social shopping, or group buying. Impact of Digital Media (social) On E-Commerce Electronic commerce has been around for a long time, and it is something that people in Germany, France, and the United States do on a regular basis. Since its inception nearly 40 years ago, e-commerce has continued to expand as inventions, technology, and a large number of businesses have shifted to using it. In the early 1960s, the process of buying and selling products was slow, with the conventional method of mailing documents being replaced by Electronic Data Interchange (EDI), which would later pave the way for electronic commerce. However, with the advent of e-commerce, the practise was no more reliable, as it still faced numerous challenges (Tsolis, 2009). For example, it was difficult for consumers to view goods from the comfort of their own homes, and the methods of obtaining information were also restricted. Digital Media Influence the E-Commerce 180 CU IDOL SELF LEARNING MATERIAL (SLM)

Everyone appears to be using social media more than normal in the wake of the COVID-19 pandemic. We're using it to stay in touch with friends and family, share vital information or safety tips, and find a way to laugh during this trying period. COVID-19 has also resulted in a rise in online shopping. Online shopping is nothing new, but in the wake of the COVID-19 pandemic, it has almost completely replaced traditional retail. According to Forbes, as of April 21, e-commerce orders in the United States and Canada were up 129 percent year over year, while all online retail orders were up 146 percent. As of mid-April, the same study found that online sales growth was up 68 percent year over year. The more than 306 million Americans affected by stay-at-home orders in the United States, or nearly 95 percent of the population, can be credited with the development. Consumers have turned to the internet and social media shopping to get their fix as a result of the stay-at- home rules and store closures. In recent years, social media sites have begun to provide ad services that enable users to shop for items they see on social media with a single click. As of July 2019, there were an estimated 3.46 billion active mobile social media users worldwide, according to Statistics. COVID-19 has only boosted those figures. According to a Kantar survey, social media interaction increased by 61%. In countries where the virus has had the greatest effect, messaging on Facebook, Instagram, and WhatsApp has increased by up to 50%. The number of regular users on Twitter has grown by 23% year over year. In short, more people are using social media than ever before. But how has social media affected e-commerce, and how will companies take advantage of social media in the future? Absolunet, a North American e-commerce firm, found that social media had a major effect on how – and what – people bought. 87 percent of e-commerce shoppers believe social media helps them make a purchasing decision, according to the agency. Another 30% of customers suggest they will make transactions via social media sites directly. These figures are reflected in sales. According to Buffer's 2019 State of Social Study, 73 percent of marketers find social media marketing to be at least somewhat useful. Social media marketing was considered very critical by nearly 59 percent of those surveyed as part of their overall marketing strategy. 181 CU IDOL SELF LEARNING MATERIAL (SLM)

With increased social media use and e-commerce spending, as well as the already established efficacy of social media marketing, those who want customers to purchase their goods during the pandemic should focus their efforts on hooking customers in novel ways. Facebook, Instagram, Twitter, and other social media platforms can be used to target both modern and quarantined consumers. E-commerce has evolved as a result of social media, and many companies have benefited from it. With the ongoing global recession, the retail landscape is certain to change even further. The efficacy of social media marketing was established long before COVID-19. Businesses who want to remain alive should use this tactic now more than ever, with the pandemic removing customers from physical shopping. 13.5 MOBILE ADVERTING Some compare mobile ads to web or internet advertising, despite the fact that its scope is much greater. Currently, most mobile advertising is aimed at mobile phones, which accounted for approximately 3 billion worldwide in 2007. Computers, including desktops and laptops, are estimated to number 800 million worldwide. Advertisers and the media industry are likely to pay more attention to a larger and rapidly rising mobile market, even though it still accounts for less than 1% of global advertising spend. Though mobile phones will continue to be the mainstay, it is unclear if smartphones based on cellular backhaul or smartphones based on Wi-Fi hot spot or WiMAX hot zone will also grow in popularity. However, such has been the rise of this type of advertisement that Vision gain now hosts a dedicated global awards ceremony every year. Since cell phones outnumber TV sets by more than 2 to 1, internet users by approximately 3 to 1, and the total population of laptop and desktop PCs by more than 4 to 1, advertisers have recently flocked to this medium in several markets. The media industry and marketers, as well as mobile phone manufacturers and telecom operators, were drawn to this unobtrusive two-way contact. SMS evolved into a modern media, dubbed the \"seventh mass media outlet\" by many media and mobile experts, and it is also a two-way mobile media, as opposed to one-way immobile media such as radio, newspapers, and television. Furthermore, the immediacy of responsiveness in this two-way media is uncharted ground for the media industry and advertisers, who are eager to gauge market reaction in real time. Furthermore, the technology's ubiquity (it does not require any 182 CU IDOL SELF LEARNING MATERIAL (SLM)

extra features from the mobile phone, and all devices available today are capable of receiving SMS) makes it suitable for time- and location-sensitive ads, such as consumer loyalty deals (ex. shopping centres, broad brand stores), SMS event promotions, and so on. To take advantage of SMS advertising's strengths, it's critical to have timely and efficient message delivery, which some SMS gateway providers can provide. MOBILE ADVERTSING IS IMPORTANT 1. Time Spent with Mobile is Increasing The opportunity to associate your brand with potential customers is one of the many advantages of mobile ads. The amount of time spent on mobile devices is increasing, accounting for 71% of all digital time spent by customers. Adults in the United States are not only spending more time on their phones, but they are also spending less time on conventional types of media. Consumers spend more time on mobile than on TV, according to eMarketer, 3 hours and 43 minutes compared to 3 hours and 35 minutes for TV. You're losing out on crucial ways to reach out to your customers if you're not taking advantage of this moment. 2. Mobile Advertising is the Primary Mode of Digital Advertising For several brands, mobile advertising has been the predominant type of digital advertising in recent years. According to eMarketer, mobile ad spending will top 93 million dollars in 2019. By 2022, it will account for almost half of all ad spending by advertisers. As of 2018, mobile advertising has surpassed TV, desktop advertising, print, radio, out-of-home (OOH) advertising, and directories as the most used ad format. 3. Mobile Ads are Extremely Cost Effective When advertisers decide how and when to distribute their budgets, cost is always a factor in advertising decisions, and mobile excels in this field as well. You will only pay when a mobile ad impression results in an in-store visit with CPV (Cost per Visit) ads, a ground-breaking advertising solution that eliminates the guesswork inherent in conventional media purchasing. As a result, using mobile to drive customers to your stores is a cost-effective strategy. 4. Mobile Advertising Gives You the Best Understanding of Customers 183 CU IDOL SELF LEARNING MATERIAL (SLM)

Consumers want personalization from marketers now more than ever, and there's no better way to figure out who they are and what they want than to look at their offline desires. There's no guarantee that a customer's online searches represent their true desires and needs; they might look at Gucci bags online but shop at Marshall's in person. Marketers, on the other hand, will benefit from mobile advertising by using location data to better understand their target consumers and then using that information to generate more effective mobile advertisements. 5.Mobile Ads Deliver Relevant Messages in Real-Time If you're looking for a more comprehensive marketing plan, mobile advertising may also help. These allow you to link online and offline activity by generating accurate location data, which leads to higher-quality data and more efficient real-time messaging. Accurate store visits allow you to create more personalised audiences, ensuring that you reach shoppers while they are involved and engaged. The more accurate your location data is, the more you'll be able to deliver offers and deals to customers when they're most needed. Understanding the importance of mobile ads is just the first step in implementing this strategy. Please contact us and a representative will assist you in answering your questions and getting you started. Reasons Why Mobile Advertising Is More Effective Than Internet Advertising 1) Where the users are: Advertisers can meet far more people with a cell phone than they can with a computer. Mobile phone possession and use far outnumbers PCs with Internet connectivity worldwide. Despite the fact that half of the world's humans already own a cell phone, with the number reaching four billion, Gartner's latest figures placed the number of installed PCs worldwide at just one billion. and not all of them have access to the internet. In emerging markets, the divide between smartphone and PC ownership is much wider. 2) Multiple touch points are better than one: Users will only see PC-based Internet advertising if they are using a PC to access the Internet. 184 CU IDOL SELF LEARNING MATERIAL (SLM)

Speech (visual voicemail, ring back tones, missed call notifications), text (SMS), multimedia messaging (MMS), mobile Internet, billing touch points and smartphone clients, and more are all available to advertisers through carriers. 3) One-on-one: Mobile advertisements are more successful in terms of product recognition and sales due to the one-on-one personal nature of mobile devices. Users pay more attention to mobile ads (e.g., text inserted after a notification) than they do to ads that come to a PC because notifications are intended only for the user. 4) Bulls eye right on target: A mobile device is the ultimate targeting tool because it has access to an unrivalled amount of relevant data regarding a subscriber. Unlike the PC, the cell phone is commonly used by a single person, while the PC is used by a family. Advertisers will learn what they need to know about their customers in order to better target their ads: Targeted advertisements are more compelling because they are inherently more important. Advertisers receive a higher response rate because users pay more attention to them. 5) On location: Only by using a cell phone can information about a user's movement and changing location be used for timely deals, such as a discount at a supermarket or a cafe in a mall's food court as the user enters. Advertising for small local businesses on mobile devices has a far better business case than on PCs. 6) Trusted billing relationship: The user's faith and high level of trust in the carrier makes purchasing decisions easier. Unlike transactions made on a computer, which typically involve the use of money transfer methods such as PayPal or credit cards, purchases made on a mobile phone can be made easily, conveniently, and automatically using well-known and trusted billing procedures. As a result, consumers are more likely to act on impulse purchases made via their phone. 185 CU IDOL SELF LEARNING MATERIAL (SLM)

7) Direct user response: Via direct user response features such as click to call, click to SMS, and click to buy, the interactive nature of the mobile phone eliminates obstacles to reacting and purchasing. 8) Opt in: Unlike the PC experience, users must opt in to participate in mobile advertising. Ads on the PC are generally considered spam and ignored, while smartphone ads are only sent to those who request them. They become more successful as a result of how they are perceived. 9) Triggers: Mobile advertising can be highly efficient in meeting immediate real-life needs and optimising response rates when activated by real-time circumstances such as billing and location triggers. 10) Banner blindness and ad blocking only on the Internet: According to eye-tracking reports, Internet users have established banner blindness and have stopped seeing Internet banners in a significant number of cases. Not to mention the vast number of users who use ad-blockers to avoid advertisements from even appearing. Because of the existence of mobile advertising, both of these phenomena are avoided, allowing mobile ads to be more successful. 13.6 E-PR Companies and associations can now disseminate public relations information through the internet. Companies have used the Web to create public relations, government, investor, and community relationships, deal with crises, and even conduct trigger marketing, just as they have in the print media. Companies have used their websites to resolve complaints, provide product and service information, archive press releases, connect to other articles and websites, and provide lists of activities and events. Other Internet resources, such as e-mails and e-mail newsletters, have also proven to be effective. Although public relations practises are growing and will continue to increase on the Internet, PR professionals have been among the slowest to embrace the latest technologies. However, as more journalists and public relations professionals gain confidence in the Internet, it will become a major source of public relations activities. Picture kits, lined papers (signed by the firm), speeches, and trade 186 CU IDOL SELF LEARNING MATERIAL (SLM)

shows are examples of other ways to distribute material. Of course, the essence of the storey and the media's and publics' interest decide the precise mode of dissemination. True two-way contact has arrived in the twenty-first century. Satellites, cell phones, faxes, printers, voice mail systems, videodisc technology, and other technologies have all revolutionised the information transmitting and receiving process, yet the Internet and. The World Wide Web has dramatically increased the spread of communication. Since no one has leverage over pop-up windows, the internet is a strong push medium. The influence of the internet on public relations has been enormous. E-mail dominates not just internal but also external communication; a user can send a message across the state or even across the world with only a few mouse clicks. Journalists now rank the Internet second only to human sources as their preferred method of contacting organisations. Knowing how to use the Internet and being comfortable with it is no longer a \"choice\" for public relations professionals. It's a requirement that's low-cost, spectacular, and reliable, and it's now widely available. 13.7 SUMMARY • Personal selling, outdoor advertisement, transit advertising, internet advertising, cinemas and videos, and smartphone advertising are all examples of unconventional modes of promotion. • In today's highly diverse and competitive market environments, personal selling's position is expanded to include not only persuading consumers to purchase goods, but also establishing long-term consumer relationships. • Outdoor advertising is the oldest medium. • Most national marketers use outdoor advertisements as a supporting mechanism, which includes banners, hoardings, posters, wall paintings, and transit advertising, among other things. • Transit ads reaches millions of people who use a variety of modes of transportation, including buses, subways, trains, and planes. • The advertiser pays for and provides the printed advertisements to the transit advertising agency. • Promotional messages are also communicated by movie theatres and videotapes. • Before the film and trailers, commercials are shown, with messages from both local and national advertisers. 187 CU IDOL SELF LEARNING MATERIAL (SLM)

• Internet advertisement takes many forms, and as the medium matures, so will the variety. • Ad banners, blogs, ad buttons, sponsorships, interstitials, and classified ads are all examples of modern Internet advertisement. 13.8 KEYWORDS • Electronic Data Interchange (EDI): It is defined as the exchange of business information between organizations by electronic means. • HTML: It stands for Hyper Text Markup Language. HTML is a combination of words and symbols which provide instructions on how a Web page should appear. • Inventory Systems: It is a process for managing the list of items available in stock. • Just-In-Time (JIT): It is a strategy for inventory management in which raw materials are delivered from the vendor or supplier just before they are required in the manufacturing process. • Supply Chain Management: It is the management of material and information flow in a supply chain to provide customer satisfaction at the lowest possible cost. 13.9 LEARNING ACTIVITIES 1. Find the latest technology available for e-commerce and e-Business ___________________________________________________________________________ ___________________________________________________________________________ 2. Search on Web and prepare a report on the latest developments in e-commerce and eBusiness which occurred after the year 2000 ___________________________________________________________________________ ___________________________________________________________________________ 13.10 UNIT END QUESTIONS A. Descriptive Questions Short Answers 188 CU IDOL SELF LEARNING MATERIAL (SLM)

1. List 5 E Commerce footwear / apparel websites? 2. What is E Mail Marketing? 3. What is Pop Up Ad? 4. What is classified ad? 5. Briefly explain the importance of Ad Button? Long Answers 1. “E-Commerce and e-Business are different concepts.” Discuss. 2. Suppose you are running an online retail store. Analyze how to make consumer- oriented ecommerce more effective. 3. How will you make the e-commerce Web site user-friendly? 4. What are the important elements that you will keep in mind while developing an e- commerce Web site? 5. Explain the Impact of Digital Media on Increasing the Sales of an organization B. Multichoice Questions 1.Which of the following describes e‐commerce? a. Doing business electronically b. Doing business c. Sale of goods d. All of these 2.Which of the following is part of the four main types for e‐commerce? a. B2B b. B2C c. C2B d. All of these 3.Which segment do eBay, Amazon.com belong? 189 a. B2Bs CU IDOL SELF LEARNING MATERIAL (SLM)

b. B2Cs c. C2Bs d. C2Cs 4.Which type of e‐commerce focuses on consumers dealing with each other? a. B2B b. B2C c. C2B d. C2C 5.Which segment is e-Bay an example? a. B2B b. C2B c. C2C d. None of these Answers 1 - a, 2 – d, 3 - b, 4 – d, 5 - d 13.11 REFERENCES • Advertising Management, Jayshree Jethwaney & Shruti Jain, Oxford University Press • Advertising & Promotions: An IMC perspective, Kruti Shah and Alan D’Souza, Tata McGraw Hill • Advertising Management, Aakar, Batra and Myers, Prentice • Advertising & Promotions, S H Kazmi and Satish K Batra, Excel • Advertising; Principles and Practice, Wells, Moriarty and Burnett, Pearson • Advertising & Promotion: An IMC approach, Terence A. Shimp Pub., Cengage Learning 190 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT 14. ADVERTISING LAWS & ETHICS Structure 14.0 Learning Objective 14.1 Introduction 14.2 Adverting & Law 14.3 Advertising & Ethics 14.4 Pester Power 14.5 Intellectual Property Rights 14.6 ASCI 14.7 Summary 14.8 Keywords 14.9 Learning Activities 14.10 Unit End Questions 14.11 References 14.0 LEARNING OBJECTIVE After studying this unit, you will be able to: • Explain the Adverting & Law • Describe Advertising & Ethics • Describe Pester Power • Describe ASCI & Intellectual Property Rights 14.1 INTRODUCTION There is currently no central statutory body or uniform legislation in India that regulates the advertising industry. The Advertising Standards Council of India, a non-statutory body, regulates and controls the Indian advertising industry as a whole (ASCI). Advertisers must ensure that their advertisements comply with both local and national advertising laws in the absence of uniform integrated legislation. 191 CU IDOL SELF LEARNING MATERIAL (SLM)

14.2 ADVERTING & LAW We, therefore, hold that “commercial speech” is a part of the freedom of speech and expression guaranteed under Article 19(1) (a) of the constitution” – The Supreme Court of India. Advertising, according to H.G. Wells, is \"legalised lying.\" This exemplifies the conundrum surrounding advertisement and its effect on consumers. Advertisements often exaggerate and distort reality in the face of zealous rivalry in the foreground of a market economy, influencing impressionable minds. That is precisely the problem that all legal systems must attempt to solve. Several countries have adopted extensive advertisement laws that govern and regulate the industry. Many European countries prohibit domestic ads directed at children under the age of a certain age. In the United Kingdom, the Advertising Standards Authority sets the standards for all types of advertising, while all outdoor advertising needs approval from local town planning authorities. While local governments are permitted to enact their own regulations in this region, the Federal Trade Commission is the relevant and ultimate authority in the United States. In the absence of a comprehensive legislative framework that would lay down ground rules in plain terms for advertising in India, the field of advertising is governed by a plethora of laws. Issues in Advertising Deceptive Advertising- Many times, advertisers illegally use misleading statements and misrepresentations about their goods in violation of consumers' right to know exactly what they are purchasing, as advertisements seek to influence or manipulate customers into buying products that they endorse. Misleading Prices- In order to draw a wider consumer base, companies often conceal or fudge prices of advertised products/services. They also do not mention extra costs or the total cost to the consumer in their advertised rates. Advertisements like these are popular in the airline industry, the cell phone industry, and club memberships. The so-called \"end-of-season sales,\" in which commodity prices are often slashed and promoted in the media in order to boost sales, are a typical example of such deceptive pricing. However, what such ads do not reveal is that such knocked down/discounted rates are simply forced up until the discount is applied in order for the seller's profit margin on such items to stay intact. 192 CU IDOL SELF LEARNING MATERIAL (SLM)

Failure to maintain standards- Companies, retailers, and service providers can often cleverly circumvent existing quality specifications by following a different norm that gives the consumer the impression that the goods/services are more efficient. This also gives the seller an unfair advantage over its rivals. Such ads are often used in advertisements that equate the advertised goods to those of other well-known brands. Labelling issues- Brand labelling can also be deceiving. They can misinterpret or obfuscate the actual weight of the packets at times, or they may use a different unit of measurement than what is commonly accepted. Exotic high-sounding words like \"organic,\" \"eco-friendly,\" \"natural,\" \"mild,\" and others can be used on product packaging without a clear description, and such terms may also be used for items that have little to do with such definitions. Surrogate Advertisements- Manufacturers prefer to introduce new goods with similar brand names if ads for those products, such as cigarettes or liquor, that have a negative impact on health are limited or prohibited. A media blitzkrieg for such new products is launched, with the aim of reinforcing or maintaining the banned products/advertisements. Legal scenario in India There are several laws in India that relate to advertising. A snapshot of some of these enactments is provided hereunder- Consumer Protection Act, 1986- Section 6 of the Act grants consumers the right to be informed about the quality, quantity, potency, purity, standard and price of goods or services, as the case may be so as to protect the consumer against unfair trade practices. Section 2(r) of the Act, under the definition of the term “unfair trade practice”, covers the gamut of false advertisements including misrepresentations or false allurements. Redress against such unfair trade practices pertaining to false advertisements may be sought under the Act; Cigarettes and other Tobacco Products (Prohibition of Advertisement and Regulation of Trade and Commerce, Production, Supply and Distribution) Act, 2003- Section 5 of this Act, inter alia, prohibits both direct & indirect advertisement of tobacco products in all forms of audio, visual and print media; Cable Television Networks (Regulations) Act, 1995 and Cable Television Networks (Amendment) Rules, 2006- Section 6 of the Cable Television Networks (Regulations) Act, 1995 provides that no person shall transmit or re-transmit through a cable service any advertisement unless such advertisement is in conformity with the advertisement code prescribed under the Cable Television Networks (Amendment) Rules, 2006. However, the 193 CU IDOL SELF LEARNING MATERIAL (SLM)

aforesaid provision does not apply to programmes of foreign satellite channels which can be received without the use of any specialized gadgets or decoder. Rule 7 of the Cable Television Networks (Amendment) Rules, 2006 lays down the “Advertising Code” for cable services which are formulated to conform to the laws of the country and to ensure that advertisements do not offend morality, decency and religious susceptibilities of the subscribers; Advertisement Code for Doordarshan/All India Radio (AIR)- Both Doordarshan and AIR, which are controlled by Prasar Bharati (a statutory autonomous body established under the Prasar Bharati Act), follow a comprehensive code for commercial advertisements that regulates the content and nature of advertisements that can be broadcast over the agencies. Drug and Magic Remedies (Objectionable Advertisement) Act, 1954- This Act purports to regulate the advertisements of drugs in certain cases and to prohibit the advertising for certain purposes of remedies alleged to possess magic qualities and to provide for matters connected therewith; Drugs and Cosmetics Act, 1940- Section 29 of the Act imposes penalty upon whoever uses any report of a test or analysis made by the Central Drugs Laboratory or by a Government Analyst, or any extract from such report, for the purpose of advertising any drug. The punishment prescribed for such an offence is a fine which may extend up to five hundred rupees and/ or imprisonment up to ten years upon subsequent conviction; Emblems and Names (Prevention of improper use) Act, 1950- This piece of legislation prohibits the use of any trade mark or design, any name or emblem specified in the Schedule of the Act or any colourable imitation thereof for the purpose of any trade, business, calling or profession without the previous permission of the Central Government; Food Safety and Standards Act, 2006- Section 53 of this Act provides a penalty of up to Rs. 10 lakhs for false and misleading advertisements relating to the description, nature, substance or quality of any food; Indecent Representation of Women (Prohibition) Act, 1986- This Act is aimed at prohibiting indecent representation of women through advertisements or in publications, writings, paintings, figures or in any other manner and for matters connected therewith or incidental thereto (Section 3 and 4 of the Act). Prenatal Diagnostic Techniques (Regulation and Prevention of Misuse) Act, 1994- Advertisement in any manner regarding facilities of pre-natal determination of sex available 194 CU IDOL SELF LEARNING MATERIAL (SLM)

at any genetic counselling centre, laboratory, clinic or any other place is prohibited under this Act and has been made a punishable offence under the Act (Section 22); Young Persons (Harmful Publications) Act, 1956- Section 3 of the Act, inter alia, imposes penalty for advertising or making known by any means whatsoever that any harmful publication (as defined in the Act) can be procured from or through any person; The Representation of People Act, 1951- The display to the public of any election matter by means of cinematograph, television or other similar apparatus in any polling area during the period of forty-eight hours ending with the time fixed for the conclusion of the poll for any election in the polling area is prohibited under the Act (Section 126). Indian Penal Code, 1806- The IPC, vide an array of provisions, prohibits obscene, defamatory publication, publication of a lottery and/ or statements creating or promoting disharmony/ enmity in society. Needless to say, the foregoing laws are in addition to applicable IPR laws and other relevant laws in general. Regulatory Authorities The Advertising Standards Council of India (ASCI) is a voluntary self-regulatory body for the advertising industry in India. The ASCI has drafted a code of self-regulation for the advertising industry in the hopes of achieving recognition of equal advertising standards in the ultimate consumer's best interests. From time to time, the ASCI establish identical codes for ads in particular sectors/industries. The codes, on the other hand, are a self-imposed discipline to be practised by those participating in the industry, and they are not obligatory in any way. As a result, adherence to the code is uncommon, and the ASCI receives relatively few complaints about non-compliance. Nonetheless, Rule 7(9) of the Cable Television Networks (Amendment) Rules, 2006, makes compliance with the ASCI code mandatory for all advertising broadcast by cable services. According to the ASCI code, someone who believes deviant ads are inaccurate, deceptive, insulting, or unjust can file a lawsuit against them. The Consumer Complaints Council (CCC) hears and decides complaints from the general public, including government agencies, consumer associations, advertiser-to- advertiser complaints, and even Suo moto complaints from ASCI Board or CCC members. Other regulatory bodies that oversee advertising in their respective fields include the Reserve Bank of India, SEBI, and the IRDA. 195 CU IDOL SELF LEARNING MATERIAL (SLM)

Comparative Advertising Comparative advertising is a common form of advertising in which one product or service is marketed by contrasting it with the products or services of another group. Typically, this other party is a rival or the market leader for that good or service. The comparison is made based on quality, price, availability, efficiency, and other factors with the goal of increasing the advertiser's revenue by implying that the advertiser's product is of equal or superior quality. However, such ads sometimes result in infringement of competitors' trademarks (as established by the Trademarks Act of 1999) and encourage unfair competition. Comparative ads often trigger disparagement of the competitor's product/service, despite the fact that the word \"disparagement\" is not specified in any of India's existing laws. The Delhi High Court in Reckitt & Colman v. Kiwi TTK clarified the position of law in this regard as follows: “The settled law on the subject appears to be that a manufacturer is entitled to make a statement that his goods are the best and also make some statements for puffing his goods and the same will not give a cause of action to other traders or manufacturers of similar goods to institute proceedings as there is no disparagement or defamation to the goods of the manufacturer so doing. However, a manufacturer is not entitled to say that his competitor’s goods are bad so as to puff and promote his goods. It, therefore, appears that if an action lies for defamation an injunction may be granted.” A suit against such advertising can be brought before a civil court at the request of the manufacturer or marketer, and at the request of the customer, if the advertisement involves a false portrayal, before the consumer forum under the Consumer Protection Act of 1986. To summarise, various laws pertaining to advertising in general, as well as those pertaining to particular industries, create absolute chaos in the minds of both manufacturers and customers. Furthermore, none of the current laws specifically discuss the problem of online advertising. The lack of a single federal regulatory body exacerbates the situation. It is highly important to provide a robust law/regulation on ads in all types of media that will provide transparency and serve as a one-stop shop for all advertising-related issues. 196 CU IDOL SELF LEARNING MATERIAL (SLM)

14.3 ADVERTISING & ETHICS A collection of moral standards that govern a person's behaviour or how an action is carried out is referred to as ethics. Advertisement, on the other hand, refers to a method of contact between a seller and a buyer. As a result, advertising ethics refers to a collection of well-defined principles that govern the ways in which the seller and the buyer communicate. The most critical aspect of the advertising industry is its ethics. While advertising has many advantages, there are some aspects that do not adhere to advertising's ethical standards. An ethical ad is the one which doesn’t lie, doesn’t make fake or false claims and is in the limit of decency. Nowadays, advertisements are more exaggerated, with a lot of puffing. Advertisers seem to be unaware of ethical standards and values. They simply do not comprehend and are unable to distinguish between what is right and what is incorrect. Advertisers' primary goal is to increase revenue, attract more consumers, and increase demand for their product by delivering a well-designed, puffy, and colourful advertisement. They argue that their product is the strongest, with unique characteristics that set it apart from the competition, as well as being more cost-effective and beneficial. However, the majority of these advertisements have been found to be fraudulent, misleading consumers, and immoral. The best example of these types of advertisements is one that features evening treats for kids; they use colouring and gluing to make the product appear shiny and appealing to people watching the commercials on television, convincing them to purchase the product without hesitation. The object of advertising and the essence of advertising are inextricably linked in advertising ethics. To show the product's benefit, it's often important to exaggerate the ad. For example, a sanitary napkin advertisement depicts a napkin being dropped in a river by some girls and soaking up the entire river's water. As a result, advertising's sole aim was to educate women about the product's efficiency. Obviously, any woman understands that this is impossible, however the ad was approved. This does not imply that the advertisement was immoral. 197 CU IDOL SELF LEARNING MATERIAL (SLM)

What we believe has an effect on our ethics. Advertisers who believe that their clients will understand, be persuaded to think, and then act on their advertisements will have good results, and the ad will not be considered immoral. However, if advertisers feel that they can deceive their consumers by showing impractical items such as clicking fingers to furnish your home or office or purchasing a lottery ticket to make you a millionaire, this will not work out for them and will be considered immoral. Large corporations, in general, do not cheat since they must prove their points to different ad governing bodies. The truth is often spoken, but not entirely. It's sometimes preferable not to disclose the whole truth in an advertisement, but truth must be revealed at times for the sake of betterment. Pharmaceutical Advertising - They help raise awareness, but one interesting point is that the advertisers demonstrate what the treatment can treat but never mention the drug's side effects or the dangers associated with its use. Children - The advertisements and the goods are mostly sold to children. They have the ability to persuade customers. However, when using children in advertisements, marketers should remember not to show them alone doing their own jobs, such as brushing their teeth, playing with toys, or infants carrying their own milk bottles, so no one would leave their children unattended while doing any of these things. It would be more realistic to show parents participating in all events or items advertised. Alcohol - There hasn't been a single liquor commercial that shows anyone drinking the original liquor until now. In their ads, they use mineral water and sodas with their brand name. Surrogate advertisements are what they're called. When liquor advertisements are prohibited, these types of advertisements are completely immoral. People will continue to drink even though there are no commercials for alcohol. Cigarettes and Tobacco - These drugs should never be sold because they are clearly and negatively linked to cancer and other serious health problems. In countries like India, Norway, Thailand, Finland, and Singapore, these are already prohibited. Ads for social causes - People tolerate these types of advertisements because they are ethical. However, advertisements for contraceptives and contraceptive pills should be restricted, as 198 CU IDOL SELF LEARNING MATERIAL (SLM)

they may be immoral and lead to a loss of integrity and decency in areas where there is a lack of educational awareness about these items. Looking at all these above-mentioned points, advertisers should start taking responsibility of self-regulating their ads by: ▪ design self-regulatory codes in their companies including ethical norms, truth, decency, and legal points ▪ keep tracking the activities and remove ads which don’t fulfil the codes. ▪ Inform the consumers about the self-regulatory codes of the company ▪ Pay attention on the complaints coming from consumers about the product ads. ▪ Maintain transparency throughout the company and system. When all the above points are implemented, they will result in: ▪ making the company answerable for all its activities ▪ will reduce the chances of getting pointed out by the critics or any regulatory body. ▪ will help gain confidence of the customers, make them trust the company and their products. 14.4 PESTER POWER What is Pester Power? The power children have, of influencing their parents, to buy items they want is referred to as Pester Power. Sheth G. et. al. (2008) defines pester power as \"the nagging ability of children to purchase the product they desire due to some reason.\" It is also described as the technique of selling to adults (who have the money) by ailing to children (who do not) and relying on them to pester their parents into buying the item for them. It's a common scenario all over the world where children see something on some media or in the hands of their peers and they also want to have the same thing regardless of its price or parent's income or sometimes even regardless of its utilization to them. Reasons for Growing Pester Power An increase in the so-called \"Six-pocket syndrome,\" in which a child is pampered by approximately six adults, including the mother-father, grandmother-grandfather, uncle-aunt, and uncle-aunt. As today's demographic trends show, parents prefer fewer children, and as a result, the couple's only child receives an abundance of love and care, making a child 199 CU IDOL SELF LEARNING MATERIAL (SLM)

unwilling to say \"no\" in response to a demand. Furthermore, children's viewing habits have shifted dramatically, with television and, more recently, the internet occupying the majority of their free time. Even dinner table talk, where parents used to instil many positive habits and healthy thoughts in their children, has been replaced by watching television. Children have become so technologically savvy that they know almost everything there is to know about the internet, and their browsing habits expose them to a wide range of sites and things from around the world that they can demand from their parents. One of the main reasons for the growth of pestering power is a shift in family patterns. Children in nuclear families and working parents have no time to spend with their parents. Parents, driven by shame, lavish presents on their children to make up for their lack of time with them. In addition, increasingly wealthy parents give in to their children's demands in order to avoid the time- consuming task of fending off demands. India's Pester Power Because of the rapid flow of knowledge around the world, we are living in an age of rising consumerism, and India is following suit in terms of consumer strength. In recent years, several strong movements have arisen, with children being one of the most influential. The most important contributors to the rise of pester control seem to be the penetration of television as a major media and the family's economic upward change. As a result, many outlets have been bombarded with items from Parle, Nestle, Britannia, Kellogg's, ITC, Hotwheels.com, and even odd brands like Actilife, LG, and Expert burtan bar, all of which are not aimed at children. Fast food restaurants, own clothing, chips, chocolates, and games and toys are the top five items for which children pester their parents, according to Sony and Upadhyaya (2007). In addition, children use a variety of methods to annoy their parents. These strategies have been divided into eight groups by researchers. 1. Constraints (using demands, threats, and persistent reminders to influence). 2. Aeal upward (saying that the request is a roved or suorted by an older of the family, teacher or even a family friend). 3. Make an exchange (offering an exchange of favours with a target). 4. Cooperation (seeking the aid of others to persuade a target). 5. Appreciation (seeking to get a target in a good mood or to think favourably before asking the target to do something). 6. Persuasion based on logic (using logical arguments and factual evidence to persuade a target that a request will result in something beneficial). 200 CU IDOL SELF LEARNING MATERIAL (SLM)