5 Benefits of using Aloe Vera in daily life

https://wemedia.co.in/article/wm/75b49fb0771d11ea91ee2746c909e9d2

05 Apr 2020 15:36:00

This plant can cure almost all your skin problems. Aloe Vera is a remedy for all your worries as it is a healing process very much like a superhero you can probably wonder. Aloe Vera is a plant which is similar to cactus is very popular for its healing and medicinal properties. It consists of a gel like substance that contains of a gel like substance that contains antioxidants, vitamins, minerals and amino acids. I know you all must be curious to know about its benefits. Here I list out a few benefits of using Aloe Vera-

1. REMOVE SKIN IRRITATION.

This wonder gel consists of compounds such as acemannan that suppress inflammation and redness of the skin.These properties of Aloe Vera helps in the treatment of diseases like osteoarthritis, chronic non–cancer pain. Just apply the gel of the plant on swollen and inflamed joints in order to get relief. This gel reduces joint pain and improves joint mobility.

2. INCREASES IMMUNITY

Aloe Vera is proven to enhance the functioning of cell macrophage which is one of the most vital components of the immune system. As immunity is essential for working and performing tedious tasks all day consuming Aloe Vera on a daily basis would do wonders for you.

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3. IMPROVE DIGESTIVE HEALTH

One of the most painful digestive issues is irritable bowel syndrome. Many studies have proven that Aloe Vera can help in curing this syndrome. Pain can be reduced, and the discomfort suffered by individuals who have irritable bowel syndrome can consume Aloe Vera on a daily basis to witness positive results. Constipation can also be cured with the help of Aloe Vera.

4. TREAT DIABETES

This wonder gel can treat diabetes by reducing fasting blood glucose levels. It also is extremely effective in increasing insulin sensitivity. The plant consists of hydrophilic fiber and phytosterol that are helpful for the body. Just take a teaspoon full of Aloe Vera Juice twice a day as it regularizes the flow of insulin in flow which in turn lowers blood sugar levels.

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5. GREAT FOR HAIR CARE

Aloe Vera gel can prove to be the best solution to make your hair non-frizzy. It hydrates dry and rough hair and bring back the shine. Aloe Vera mixed with hibiscus helps to keep your head and scalp cool. Regularly applying Aloe Vera in the hair will nourish and fortify it.

बोगार्डस का सोशल डिस्टेंस स्केल

हाल ही में अंतर्राष्ट्रीय चिकित्सा संकट कोविड-19 वायरस से लड़ने के लिए प्रधानमंत्री द्वारा “सामाजिक दूरी” तथा “स्व-संगरोध” जैसी अवधारनाओं का अनुसरण करने की अपील हुई | दरअसल सामाजिक दूरी अंतर्राष्ट्रीय समाजशास्त्र की सबसे सफल अवधारणाओं में से एक है | जातीय, वर्ग, लिंग, स्थिति और कई अन्य प्रकार के संबंधों के अध्ययन में आज व्यापक रूप से उपयोग किया जाता है |  सामाजिक दूरी को अक्सर बोगार्डस सोशल डिस्टेंस स्केल के अनुसार मापा जाता है | आज इस सामाजिक अवधारणा को देश दुनिया में लागू कर कोविड-19 वायरस को फैलने से रोकने की कोशिश निरंतर जारी है |

हालांकि सामाजिक दूरी कि उत्पति 1910 और 1920 के दशक में अमेरिका के उत्तरी औद्योगिक शहरों में ग्रामीण दक्षिण से काले अमेरिकियों के प्रवास के समय हुआ था | 1910 के दशक के दौरान शिकागो की काली आबादी दोगुनी हो गई, उसी समय अश्वेत लोग भी पश्चिमी राज्यों, विशेषकर कैलिफ़ोर्निया में जाने लगे थे | प्रथम विश्व युद्ध का इस सामूहिक प्रवास में बड़ा प्रभाव पड़ा था तभी से सामाजिक संरचना का संतुलन बनाये रखने के लिए सामाजिक दूरी कि अवधारणा को अपनाया गया था |

दरअसल सामाजिक दूरी बनाये रखने से ये माना जाता है कि  अन्य लोगों से कम से कम छह फीट की दूरी पर रहने से आपके कोविड-19 वायरस के फैलने की संभावना कम हो जाती है। हालांकि सामाजिक दूरी के कारण राष्ट्रीय तथा अन्तराष्ट्रीय खेल कार्यक्रम, परिभ्रमण, त्योहार और अन्य समारोहों पर इनका असर स्पष्ट रूप से दिखाई दे रहा है लेकिन इसका उद्देश्य   बीमारी के प्रसार को रोकना या कम करना है | ज्ञात हो कि प्रधानमंत्री नरेंद्र मोदी ने समाजशास्त्र कि इसी अवधारणा के तहत लोगों से अपील कर जनता कर्फ्यू का आवाहन किया था और लोगों को ताली थाली बजाकर उन लोगों को प्रोत्साहित करने को कहा था जो दिन रात इस जंग से निपटने के लिए तत्पर है | देश में जो नज़ारा दिखा वो वाकई काबिले तारीफ था, दिन भर सड़क पर सन्नाटा पसरा रहा | जनता कर्फ्यू का पालन कर लोगों ने अपने धैर्य का परिचय देकर कोरोना के संक्रमण को फैलने से रोकने में अपना पूर्ण समर्थन दिया  | इसके साथ ही लोगों ने घरों में रहकर ताली और थाली बजाकर उन लोगों का आभार भी जताया, जो कोरोना वायरस के खतरे से निपटने के लिए मोर्चा थामे हुए हैं | शाम पांच बजे से ही देश के कोने-कोने में लोगों ने अपने घरों में पीएम की अपील के बाद ताली, थाली और शंख नाद से आभार जताया |

दरअसल, सनातन धर्म-संस्कृति में करतल ध्वनि, घंटा ध्वनि, शंख ध्वनि का अपना महत्व है | मंदिर हों या घर, इन ध्वनियों का पूजा पद्धति में विशेष स्थान है | आयुर्वेद में इनके चिकित्सकीय महत्व का वर्णन भी है | दरअसल घंटियां जब ध्वनि उत्पन्न करती हैं तो यह हमारे दिमाग के बाएं और दाएं हिस्से में एक एकता पैदा करती हैं | जिस क्षण हम घंटा-घंटी बजाते हैं, यह एक तेज और स्थायी ध्वनि उत्पन्न करती हें, जो प्रतिध्वनि मोड में न्यूनतम 7 सेकंड तक रहती है | हालांकि प्रधानमन्त्री ने लोगों से यह अपील नागरिकों, डॉक्टरों, नर्सों, पैरामेडिक्स, नगरपालिका के कर्मचारियों और स्वास्थ्य देखभाल के माध्यम से चौबीसों घंटे काम करने वाले लोगों को प्रोत्साहित कर अपना आभार व्यक्त करने के लिए की थी | इस अपील को देश के ना सिर्फ आम जनता लेकिन बॉलीवुड सेलिब्रिटीज ने भी पूर्णतः पालन किया | अमिताभ बच्चन एवं उनका परिवार, करण जौहर तथा अन्य बॉलीवुड हस्तियों ने भी अपनी बालकनियों से ताली बजाकर सैनिकों, डॉक्टरों, पुलिस तथा इस जंग को मात देने के लिए चौबीस घंटे तत्पर सभी सक्रिय कार्यकर्ता को आभार व्यक्त किया |

इतिहास में पता चला है कि नस्लवादी आवास नीतियों के माध्यम से सामाजिक दूरी जैसे कि रंग के आधार पर समुदायों में दूरी, तबके, शिक्षा एवं सामाजिक स्तर के आधार पर सामाजिक दूरी मानी जाती है | कोविड-19 में सामाजिक दूरी बनाये रखने कि अवधारणा किसी प्रकार के भेदभाव को नहीं अपितु महामारी के प्रभाव के प्रति अधिक संवेदनशीलता को प्रकट करती है |

7 Benefits of Cranberry to boost your immunity system

It is well known that Cranberries are the best source of vitamins, antioxidants, minerals and nutrients. Cranberries have greater health benefits, even packed foods like muesli comprises cranberries as it has unique antioxidants and anti-inflammatory properties. Today our breakfast is served with raw cranberries, cranberry juice and dried sweetened cranberries. Now this super fruit has made its way to ice-creams, dark chocolates, cranberry flavoring sauces and chutneys.

Cranberries are rich source of protective compounds that help us to protect cells and body chemical. The greater concentration of anthocyanins in cranberries provides us best health benefits.

The Benefits of Cranberry are:

1. Vitamin C

Cranberries have Vitamin C at moderate levels and other essential dietary minerals such as micro nutrients. Vitamin C is essential to keep our skin glowing and keeps the digestive system healthy, and the presence of iron is good for bones and teeth.

2. Antioxidants & Anti-inflammatory compounds

These compounds protect a brain from age related issues. It helps to build a strong memory and coordination. Its anti-inflammatory compound is beneficial for cardio-vascular system, arteries, kidneys, digestive tracts and many other organs.

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3. Best for UTI

Cranberries are best to prevent urinary tract infections. The presence of micro-organisms in urine beyond the permissible limit leads to UTI. The compounds found in cranberry juice prevent the bacteria from binding the cells of bladder walls. UTI is a common problem among women so it is advisable to add cranberries to their diet.

4. Rich source of Polyphenols

Cranberries are a rich source of protective compounds called polyphenols that help in preventing the harmful acid in mouth, prevent the cavity and boost the oral health. It helps to maintain strong immunity system.

5. Anti-Cancer Effect

Cranberries inhibit cancer cell growth by acting on the harmful cells to die off and by reducing their ability to invade surrounding tissues.

6. Anti-tumor Effect

The polyphenol compound present in the cranberry has anti-tumor effect. It carries salicylic acid in it which reduces swelling and prevents the formation of blood clots that leads to tumor.

7. Lower Heart Risk

Heart disease is normal these days. Adding cranberries in your diet can lower the risk of heart disease and stroke. Regular consumption of cranberries maintains a proper blood circulation in the body and keeps the blood pressure normal.

A study reveals that cranberries have polyphenols that supports our body to have a strong immunity system and achieve a balanced lifestyle. Cranberries have the highest levels of polyphenols more than apples, cherries, blue berries and grapes. But it is essential for you to understand that how to consume cranberries to get best result.

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Main khalish bhi hoon, main raza bhi

It's a dichotomy, where on the one hand we talk about women equality and on the other hand they are commodified. This poem underlines the dual approach of our society

Keys to boost your happiness during this Lockdown

Keys to boost your happiness during this Lockdown

https://wemedia.co.in/article/wm/e04e8200750111ea938227c5b1ffa428

02 Apr 2020 23:56:00

Hard Times are the part and parcel of life. Sometimes it seems like a roller coaster ride of ups and downs but to keep the happiness intact an optimistic approach is indispensable. Life and situations can be harsh sometimes, we might feel demotivated and surrounded by negative conditions. But it is only our thought process that can make the things better or worse. Drive yourself away from negative thoughts, fear and anxiety which can malign your opinions. Strike hard the adverse time with your positive energy as it is transitory but being happy will last forever.

1.     Start a day with a smile on your face and grateful feeling.

You should always try to start your day with a beautiful smile on your face and grateful feeling which will make you feel confident and happy all the time. You should always be happy with what you have in your life should pretend very confidently in front of other persons as if you are not less than the person standing in front of you. This phrase is very popular that you should be happy with what you have but how many of you follow them? “It is easier said than done.” But the fact is that this phrase is popular because it's true. So, you must follow this phrase in order to be happy and confident in life all the time. Research also said that by looking in the mirror and smiling every day, you might feel happier with yourself and more confidence.

2.     Eliminate negativity and Be positive

To be confidential and happy in your life all the time, it is very important to eliminate negativity and spread positiveness in your surroundings. You should start spending time with those who makes you feel happy and generate positiveness in a surrounding rather than being with one who makes you feel bad about yourself. It's very necessary to take few minutes out from a day for yourself and think about all of those things that are bringing you down, it can be friends, family, negative environment or a bad situation. After realizing you must start maintaining a distance with the one who brings you down. Eventually, you should give more space to your positive thoughts then negative thoughts in your brain. You should try to surround yourself with the positive thoughts in order to be confidential and happy in your life all the time.

3.     Maintain yourself as a nice and hygienic person.

A nice and hygienic person always remains confidential and happy in their life all the time. A rude person may not know that it's rude, and they may not know that it could hurt other feelings. But to remain happy and confidential it is very necessary to realize your rudeness and convert yourself into a nice person. And when it comes to hygiene, hygiene is the best friend of a person so you must take care of it. You should take a bath and clean your teeth on the daily basis, wear clean clothes, wear deodorant, comb your hair and kill those pimples. Being a nice and hygienic person will increase your confident and happiness

.

4.     Stop thinking about other comments and thoughts.

Comments of other persons can really put you down and can easily decrease your confident and happiness in your life. You should try to avoid the comments of other persons and should start accepting the complement of other persons which will surely bring happiness and will also help in raising the confidence level. While walking on the road, if someone at the back of you started teasing you, stair for the sometimes ignore and move on your way with the small smile on your face which will help in building your confidence level as well as will make you happy. People are taken back due to lack in confidence and simultaneously their happiness reduces, girl who knows what she wants in life and isn't going to let anyone in her way. You should never pay attention toward other bad intentions or comments, but should always try to move on which will build the confidence and confidence is the way to be happy without needing someone.

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5.Stay away from anger

When you start to maintain a distance from anger simultaneously you stay happy and confidence in your life. When you start losing your temper, it's only your loss. It makes you unhappy and confident less in many of the situation. People will never have time for you if you are always angry. In order to be confident and happy in life all the time, you must need to forget the word 'Anger.’

5.     Control your mind with Meditation

One of the most important ways to be happy and confident in your life all the time is Meditation. Meditation is a mind control process that you utilize into your daily life. It is not only process of mental relaxation but also the best way to have positive thoughts, alter your belief system, raise your confidence, brings happiness and peace in your mind. It also teaches to have control on your mind, so you can be more confident. There are many reasons why meditation calms the minds, so you can see the reality as it's by your own opinion, when you are mentally calm, you are able to ignore the thoughts and opinions. Meditation helps you in visualizing in the positive way. Visualization is a very powerful exercise which imparts positive thoughts and images in your mind that helps in building the confidence level of everyone. The most important thing is that meditation provides you to practice positive self-talk which is a great way to implant bright ideas in your mind.

6.     Start accepting the compliments

Many peoples have difference in accepting the compliment. They assume the wrong thought and they think that the person complimenting them is lying or teasing. You must always accept the compliment with the smile in your face and respond possibly. You must try your best to make the person feel happy when he/she is complimenting on you. You can use your compliment to your positive attributes about yourself. Compliments increase the energy to work and being more confidence and happiness. Complementing is also a way to know once talent and then use it to raise the confidence and happiness in life.

Robotics may fight the pandemic Corona Virus

The novel coronavirus has set off as a global health crisis and spread like a wildfire outside China with the sharp jump in infections in 125 countries and territories around the world. It has put millions of people under quarantine lockdown. Amid the outbreak of COVID-19 Li Wenliang widely regarded as a hero in China for blowing the whistle on the threat was unfortunately infected with the coronavirus during his work in the fight against the coronavirus epidemic. The epidemic is in full swing. Health authorities are frantically trying to deal with the risk but the lines to separate the sections of health-care workers are vulnerable. The patients must be isolated to prevent spread, but the biggest challenge is for the doctors and nurses to prevent themselves from communicable diseases. More than 80,000 people infected were health-care workers as more cells are getting infected through the respiratory tract. The highest priority for health officials is to reduce the risk of person-to-person transmission. This has raised concerns about its severity impact. There is no proven cure yet, the only key is to prevent its pandemic.

In the wake of global health contagions, the robots are being deployed at various hospitals across the globe. Robotic medicine may be the weapon the world needs to combat the coronavirus. Among several measures, the automation driven health care technologies can assist in battling the disease. The hospitals across the globe are rushing to deploy robots and automation technology as the coronavirus spread like wildfire. Confirming a suspected infection in laboratories can take days so doctors are relying on Artificial Intelligence to detect coronavirus with cameras equipped with thermal sensors. Although WHO is sending surgical masks and gloves to hospitals in more than 50 countries and stringent emergency measures are passed by the government, but the number of infections jumped high. Meanwhile, the hospital and public health facilities are using the Artificial Intelligence system to predict people’s temperatures and perform real-time temperature checks with a smartphone and thermal sensor. In the battle against Covid-19, emerging technologies have stood out by making massive commitments in an unforeseen, imaginative and incredibly responsive way. Since 1974 researchers have been developing the technology to incorporate robotics into medical applications. In recent years robotics technology has emerged as a promising arena in medical sciences. The outbreak of coronavirus declared a global pandemic pushed hospitals to deploy robots that are not biometric or temperature analysis sensors, but it asks four questions in a screening, like “Do you have a cough?” A UV emitting robots are installed in more than 500 hospitals across the globe to destroy germs and bacteria of coronavirus. While another UV robot called GermFalcon annihilate germs. Hospitals in the U.S. installed Vici, a device that looks like a tablet on wheels, enabled doctors to interact with the first U.S. coronavirus patient. When the hospitals are overwhelmed, patients become too numerous to be quarantined, robots are being used in hospitals to deliver food, medication, take patients’ temperatures. To minimize the infection of coronavirus to health workers’ robotics are being used to sanitize hospitals, some of which use ultraviolet to clean air and respirator helmets to purify the air. UVD Robots is among the first providers of mobile robots that use ultraviolet light to disinfect rooms. In Taiwan students at an elementary education are using an automated disinfectant dispenser called Lego Robots to prevent the epidemic. The key to combat coronavirus is contact surveillance and robotic medicine may be the weapon the world needs. The deployment of robotic facilities at hospitals in China has shown a substantial upturn. In India corona cases are reported in Delhi NCR, followed by Kerala, Rajasthan, Karnataka, Ladakh, Jammu and Kashmir, Uttar Pradesh. The total number of coronavirus infected patients have climbed to 78 in India. However, in most of the Indian hospitals, the uptake of robots has been relatively slow. In a developing country like India, while we are witnessing increase instances of robots being used for laparoscopic surgery, cardiac surgery, automated pharma, etc. robotic screening and robotic nursing as a concept still need a familiarization. The outbreak of coronavirus has invoked the need for robots in hospitals as it can assist with more complex tasks and disinfection. The coming years will see robotics technologies with even less human intervention to combat pandemic diseases.

महिलाओं को चाहिए सुरक्षा का तोहफा

हाल ही में  भारतीय सुप्रीम कोर्ट ने पुरुषों की तरह महिलाओं को सेना में 'कमांड पोस्ट' देने पर अहम फ़ैसला दिया. अदालत ने दिल्ली हाईकोर्ट के फ़ैसले को बरक़रार रखते हुए कहा है कि महिलाएं भी पुरुषों की तरह सेना में कमांड पोस्ट संभाल सकती हैं. अदालत ने अपने फैसले में कहा कि सेना की सभी महिला अधिकारियों को स्थायी कमीशन मिलना चाहिए. महिलाओं को जहां एक ओर हर क्षेत्र में स्थान प्राप्त हो रहा है वही दूसरी ओर आज शायद ही कोई दिन गुजरता है जब अखबार में महिला अपराध कि खबर पढने को नहीं मिलती हो. किसी महिला के साथ हुए बलात्कार के बारे में सुर्खियामिलती है तो कभी उसके उत्पीड़न कि खबर सामने आती है. इस तरह कि खबरें दिन-प्रतिदिन पुनर्विचार, रुग्णता कि भावना पैदा करती है. एनसीआरबी कि ताज़ा रिपोर्ट के मुताबिक, भारत में हर घंटे महिलाओं के खिलाफ 39 अपराध दर्ज किए गए.| इन आकड़ों से ये स्पष्ट होता है कि देश में महिलाओं की सुरक्षा सुनिश्चित करने के लिए सरकार द्वारा उठाये जा रहे हरसंभव कदम निष्फल साबित हो रहे हैं. आएदिन देश में आ रही रेप कि खबरे, समाज में महिलाओं के उत्थान के लिए की जाने वाली हर कोशिश पर पानी फेरती नज़र आ रही है. जहां एक ओर महिलाओं के सशक्तिकरण के लिए सरकार निरंतर प्रयासरत है वही दूसरी ओर इस तरह के हादसे समाज में हो रहे आर्थिक, सामाजिक एवं अन्य प्रकार के विकास को भी खोखला कर दे रही है. देश में आयेदिन हो रही इस तरह कि शर्मसार घटनाएं चींखकर पूँछ रही है देश किस ओर अग्रसर है? क्या वाकई हम महिला दिवस मनाने के लिए तैयार है? क्या हम विकास कि ओर बढ़ रहे है? या अभी भी हम वही खड़े है जहां महिलाओं को स्वतंत्रता जैसा मूलभूत अधिकार भी शायद प्राप्त नहीं हुआ है. महिलाओं के खिलाफ बढ़ रही हिंसा महत्वपूर्ण सामाजिक तंत्रों पर प्रश्नचिन्ह है और बलात्कार जैसी लिंग आधारित घटनाएं अभी भी देश में पुरुषों और महिलाओं के बीच व्याप्त असमानता को दर्शाती है. भारत में ही नहीं अपितु अधिकांश देशों में लिंग आधारित हिंसा एक गंभीर दीर्घकालिक समस्या है. हर साल हजारों महिलाओं के साथ बलात्कार और मनोवैज्ञानिक रूप से दुर्व्यवहार होता है. महिलाओं के मौलिक मानवाधिकारों के खिलाफ हो रहे हमलों के कारण महिलाएं अप्रत्याशित स्थिति में रहती हैं. बलात्कार महिलाओं के स्वास्थ्य, गरिमा सुरक्षा और स्वायत्तता के साथ समझौता है. यौन उत्पीड़न, बलात्कार, घरेलू हिंसा, मानसिक उत्पीड़न और महिलाओं की तस्करी, मानव अधिकारों के उल्लंघन की एक विस्तृत श्रृंखला को स्पष्ट करती है. इस तरह की हिंसाओं को जाति वर्ग, क्षेत्र या धर्म की सीमाओं से ऊपर रखकर देखा जाना चाहिए. बलात्कारियों का कोई धर्म और जाति नहीं होती उनके सिर्फ एक अपराधी कि तरह देखा जाना चाहिए और इस तरह के अपराधों को राजनीती से दूर रखना जरूरी है ताकि मानव अधिकारों का हनन न हो. जहां एक ओर भारतीय महिलाएं देश विदेश में नाम रोशन कर रही है वही दूसरी ओर उनके साथ इस तरह कि घटनाएं समाज में उनको मिलने वाली स्वतंत्र पहचान, गरिमा, आत्म सम्मान और गौरव सभी पर सवाल खड़े कर रही है. बरहाल देश के सामाजिक तंत्र को दुरुस्त करने के लिए कानूनी सहायता नेटवर्क मजबूत करने के साथ साथ दृष्टिकोण में परिवर्तन लाना भी अत्यंत आवयशक है. महिलाओं के खिलाफ बढ़ रहे अपराधों के बीच महिला सशक्तिकरण भी एक छलावा सा ही प्रतीत होता है. महिला सशक्तिकरण का मूल अर्थ यह है कि उसे भी समानता से जीने कि स्वतंत्रता प्राप्त हो और वह अपने जीवन का प्रभारी बनने में सक्षम हो.

Rise of Online Advertising in India: An Overview

https://www.omicsonline.org/open-access/rise-of-online-advertising-in-india-an-overview-2165-7912.1000172.php?aid=21936

Abstract

Online advertising, synonymous to Internet Advertising is defined as the paid form of promotion of ideas, goods and services to targeted Consumers using Internet. Online advertising is a comparatively nascent phenomenon for Indian advertising industry but has shown immense potential in its early years and is envisaged to give all other advertising mediums a run for their money in the near future. Internet has pervaded into almost every sphere of human life in past few decades. Businesses across the globe have already begun to realize its immense potential as a tool of commercial communication and profit maximization. One of the most conspicuous effects of internet in the business arena is discernible in the field of advertising. A whole new domain of advertising with revolutionary attributes and ramifications has evolved. Internet has inculcated various new and exciting dimensions to advertising providing advertisers with tools to capture attention of target audiences with greater accuracy and efficacy. The most important dimension that internet has added to advertising is that of ‘measurability’. That is, the feedback to any advertising campaign on internet can be measured fairly accurately, rendering it possible for advertisers to ascertain productivity of their investment in the campaign objectively. One of the main advantages of internet advertising is the ability to publish information instantaneously with the convenience of modifying the content according to requirements without bothering about constraints of time and geography. This paper dives into the online advertising market in India closely tracking the way in which the Indian online ad Industry has evolved.

Methodology

It propose to employ Library Research and Online Research methods of data collection for exploring the dimensions of Online Advertising.

Introduction

Online advertising may be defined as promoting goods, ideas or services to targeted consumers using internet as medium. Internet has inculcated various new and exciting dimensions to advertising providing advertisers with tools to capture attention of target audiences with greater accuracy and efficacy. The most important dimension that internet has added to advertising is that of ‘measurability’. That is, the feedback to any advertising campaign on internet can be measured fairly accurately, rendering it possible for advertisers to ascertain productivity of their investment in the campaign objectively. One of the main advantages of internet advertising is the ability to publish information instantaneously with the convenience of modifying the content according to requirements without bothering about constraints of time and geography [1]. Online advertising is highly apposite for ‘consumer-segmentation’, a process that helps in creating well defined consumer groups making it easier for advertisers to create specially designed messages for specific consumer-segments. There are immense opportunities in the field of internet advertising for advertisers but there are plenteous obstacles as well that need to be eradicated before full potential of internet advertising can be realized. The potential of internet advertising can be gauged by the fact that internet advertising revenues in the United States alone totalled $12.1billion for the first six months of 2010 [2]. This is indicative of the growth potential this industry has in store for developing countries like India.

Forms of online advertising

The Internet is a great place to advertise. There are many forms of online advertising. Some of the main ones involved:

* E-mail sponsorship advertising

* Newsletter and E-zine advertising

* Rich media advertising (flash ads, Interstitials & Superstitials, streaming audio/video, etc)

* Pop-up/pop-under advertising

* Online banner advertising

* Sponsorship (web sites, e-mails, sweep stakes)

* Advertorial (Paid-for editorial) placements

Online advertising: Indian perspectives

Online advertising is still in the embryonic stages in India, while in other parts of the world it has already taken deep roots. The share of India's online advertising in world pie is almost negligible. But developing countries like India; where Internet users are growing very rapidly, it has huge potential. India's leading advertisers are starting to advertise online, but at a very slow pace. Indian companies are also showing keen interest in promoting their products or services online. Currently finance sector is most dominating sector in online advertising and accounted about 40% of total online advertising in India. Some of the leading companies from this sector are HDFC, Citibank, SBI, and UTI etc. FMCG goods have just started to come in led by companies like Hindustan Lever, Procter and Gamble etc. India is among the fastest growing economies of the world. Economic Survey of India has predicted that Indian Gross Domestic Product (GDP) will grow at a rate of 6 % in the financial year 2013-14. The growth that has occurred in India since the adoption of Industrial Policy of 1991 coupled with the recent economic recession in the developed western countries has made India one of the most sought after business destinations in the world. Also, a large population with continuously increasing purchasing power has resulted in creation of a stupendously huge and lucrative market. This augurs well for Indian Advertising Industry which is now looking at harnessing the benefits of internet to augment its growth [3-5]. Total Online Advertising market of India was estimated at INR 785 crores for the financial year 2009-10 and is estimated to grow in the coming financial year. This amounts to a remarkable increase of approximately 26 % over the previous financial year. Display advertisements constitute a major portion of this revenue generation followed by text advertisements. Display advertisements contributed about INR 417 crores, whereas text advertisements about INR 368 crores, in the total revenues generated by the industry during the financial year 2009-10. Display advertisements are expected to post a growth of 30% in the financial year 2013-14 followed closely by text advertisements which are expected to grow at 26% during the same period. Still the size of internet advertising industry in India is miniscule when compared to developed western countries. Online advertising is among the most extensively talked about topic in the world of advertising. In Developed countries, online advertising has already become a big phenomenon and is attracting both the advertisers as well as the consumers owing to its plethora of advantages over traditional forms of advertising. Rupert Murdoch has famously said, “The Internet has been the most fundamental change during my lifetime and for hundreds of years.” This statement coming from arguably the most influential persons of our time epitomises the importance in the world of communication and media. Internet has changed the rules of the entire communication game. Online is the only place where the world wants to be and advertisers are no exception [6]. The increasing predilection of the advertisers towards is not because of a rat-race, but due to multifarious advantages it provides over other forms of advertising. David Meerman Scott, Eminent Marketing Guru and famous speaker once said, “You can buy attention (advertising). You can beg for attention from the media (PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free.” David Meerman Scott, Eminent Marketing Guru and famous speaker. The claim about online advertising being completely free may be a little exaggerated; nevertheless, the cost-effectiveness of online advertising cannot be challenged. Online advertising methods are, arguably, leading to significant reductions in transactions costs between merchants and consumers. The methods enable merchants to deliver information that is targeted to those consumers who value the information the most and are most likely to act on it. David Evans in his research paper “The Online Advertising Industry: Economics, Evolution and Privacy” has mentioned that Online advertising accounts for almost 9 percent of all advertising in the United States. Online advertising started in United States in 1994 when Hot Wired, a web magazine, sold a banner ad to AT&T and displayed it on their web page [7]. Origin of online advertising is a disputed topic amongst the scholars. Still, there is considerable research going on the topic in the developed countries like United States, but in India amount of research on advertising is exiguous. In India, there is little data available regarding the genesis and development of online advertising and there is almost no research being carried out regarding its future prospects at present [8]. Although few industry specific studies are there, but there is no authentic academic research available in the area in our country. Even in the context of the world, research in the field of online advertising started as late as towards the end of the twentieth century. Berthon, Pitt and Watson’s article on online advertising published in the Journal of Advertising Research is considered to be the first authentic research study in the field. In India, however, there is severe dearth of authentic scholarly articles on the topic [9].

There are various dimensions of Online Advertising that need to be explored and deliberated upon by the researchers and industry experts before it can be catapulted into the high growth orbit [10-15]. Online advertising is already a booming industry in the developed countries with companies like Google and Yahoo making billions out of it. However, in India there is still scepticism about the utility of online advertising as a potent tool of Integrated Marketing Communications capable of reaching the masses and more importantly, increasing revenues and augmenting profits. John Wanamaker, who may be regarded as the first advertiser of the world, has famously said during the later decades of the nineteenth century that, “Half the money I spend on advertising is wasted. The trouble is, I don't know which half [16].” Now in the beginning of the twenty-first century, Greg Stuart, chief of Internet Advertising Bureau, United States of America, estimates that ‘advertiser’s waste’- the advertising messages that do not reach the targeted audiences or advertising messages received by none at all – is around $112 million in America alone and $220 million in the world, amounting to half of the total expenditure of the advertisers. This is the biggest drawback of traditional advertising. Online advertising, which adopts a completely different model of advertising, is in a position to minimize this humungous waste which costs advertisers very dearly. Traditional advertising is directed towards theoretical audiences who may or may not be receiving and responding to advertising messages as planned or perceived by the advertisers, leading to wastage of exorbitant amounts of money and labor. Internet advertising can be used effectively to minimize advertiser’s waste, reduce per capita cost of advertising, ensure that the advertising messages reach to their target audiences and authentic feedback is received. The opportunities in the field of online advertising are innumerable, but to reap the benefits of online advertising, Indian companies and businesses need authentic data regarding the behavior of the consumers, various latent attributes of online advertising, the manner in which it impacts the prospective leads or turns casual bystanders into leads and the factors impeding its growth are required. There is negligible research in the field of online advertising in India. This research study will endeavour to provide authentic data regarding the genesis and growth of online advertising in India and will aim to delineate various routes that online advertisers may take to maximize their benefits on every rupee spend on advertising [17]. This will also pave way for further research in the field and provide a foundation on which new edicts will be raised.

Internet and online advertising

The Internet has produced a revolutionary new way for business to communicate and interact with customers. Everyone from small businesses to fortune 500 companies are racing to make their mark in cyberspace with their own "Home Pages" on the world wide web (www). The reason it presents great advertising opportunities for marketers because of its continuing growth [18]. The number of Internet users around the world is constantly growing. The computer industry almanac has reported that by the year 2005, 118 people per 1000 around the world will have Internet access. As Internet users are growing day by day; so are Internet advertisers because they can easily, effectively and efficiently communicate their products or services to targeted mass audience. Add to this the fact that Internet users are well educated with high incomes, it is only logical to conclude that Internet surfers are a desired target for advertisers.

Reasons for the growth of online advertising in India

* Advertisement can reach very large number of potential buyers globally.

* Web superiority over other advertising medium.

* Web page (advertisement) can be updated any time and changes or corrections are painless.

* Online advertisement works 24 hours a day, 7 days a week, 365 days a year.

* In online advertisement specific interest groups or individuals can be targeted.

* Online advertisement can effectively use the convergence of text, audio, graphics, and Animation.

* Online advertisements are cheaper in comparison to traditional advertisement. There is no printing costs, no postage costs etc.

Benefits of online advertising

The Internet has great potential as media carrier compared to traditional media. It offers higher selectivity which is tailored to the user's profile. The customer can also customize the adverts as he/she is in charge of his own navigation [19-21]. Through the online advertising the advertiser can get quick, easy and inexpensive feedback in real time, which no other media offers, providing a higher feedback rate. Some other benefits of online advertising are as under:

* Online advertising facilitates the advertiser to reach an absolutely pinpointed and targeted audience.

* "Traditional advertising is usually a one-way mechanism there is no way for customers to act on the information in the advertisements. On the Internet, however, interested customers can click on a banner, learn more, and actually make purchase on the spot,"

* The Internet as a medium knows no demographic boundaries and gives the advertiser a huge audience to tap and build brand image if not sell products.

* Internet's interactive nature allows for greater flexibility than traditional media in the type of information transmitted and the method of transmission.

* Online advertisement can facilitate purchase decision.

* Enhance customer company relationship.

* Protection of environment.

* Online advertisement expands the company's market to global market.

* It is easy to create, and place, it saves time, labor and money.

* No loss of quality even after a very long period of time.

Conclusion

No doubt, online advertising offers potential benefits like target ability, tracking, deliverability, flexibility, interactivity, so it is in its developing phase in India. The fact in favour of India is that most of the western developed economies have become saturated with negligible growth potential while India has vast untapped markets and enormous growth potential. Now to exploit the vast potential of internet advertising in India it is imperative that comprehensive policies are made to facilitate growth of the industry and business conglomerates should foray into the unknown territories of the industry in order to support its growth and development. This is not an easy task given the complex demographic variables like socio-cultural, linguistic and religious diversity of India, highly skewed per capita income, urbanrural divide, etc. There are numerous lacunae that need to be filled before internet advertising industry can flourish in India.

References

1. https://fuelingnewbusiness.com
2. https://www.intertic.org
3. https://www.ccaoi.in/UI/links/fwresearch/Research%203rd%20July.pdf
4. https://adclubtoledo.org/wp-content/uploads/2010/02/jcira.spring2008.onlinereview.pdf
5. https://books.google.co.in/books?id=G4fves4jOuMC&pg=PA45&dq=online+advertising+in+In dia&hl=en&sa=X&ei=pXyT7OhBa3MmAXqhYWdBQ&ved=0CFMQ6AEwAQ#v=onepage&q&f= false
6. Gupta, Om (2005) Advertising in India: Trends and Impact. Gyan Publishing House.
7. Promises of E-governance-Operational Challenges’ a compilation of research papers published by Power Grid Corporation of India Limited.
8. International Telecommunication Union (ITU) website.
9. ‘Digital India - A Call for Action’ published by Internet and Mobile Association of India (IAMAI) in 2009.
10. https://www.internetworldstats.com
11. https://www.iamai.in
12. https://www.ispai.in/broadband.html
13. The Times of India.
14. Draft Strategy Plan, Department of Information Technology Ministry of Information and Broadcasting.
15. https://www.iab.net
16. Internet for Rural India (2009) A report published by Internet and Mobile Association of India.
17. New Delhi, March 03, 2010.
18. https://www.economist.com
19. Internet Advertisements (2010) A report published by Internet and Mobile Association of India.
20. Report on Vernacular Content (2009) published by Internet and Mobile Association of India.
21. https://businesstoday.intoday.in/bt