What is Real-time Bidding and How Does it Work?

Real-time Bidding (RTB) Vs. Programmatic
RTB is a form of programmatic advertising. However, some programmatic advertising allows publishers to sell their inventory at a fixed price instead of auctioning it. They are called programmatic direct or programmatic guaranteed.
You can’t sell earrings to a pigeon. The traditional method of online advertisement forced advertisers to purchase online advertisement slots at fixed rates, based mainly on the number of views. However, without any concrete means of knowing in advance who would be viewing their Ads, many times resulted in earrings being advertised to pigeons, who obviously didn’t buy them. As such, even with the best strategy and campaigns, advertisers used to lose a sizable amount of money on frivolous and non-productive advertisement.

To remedy this situation, the process of real-time bidding was introduced. It provides advertisers the capability of learning valuable details about the viewers of their advertisement, so that they can better decide if spending on these Ad impressions is worth it or not. RTB also has the potential of helping the Ad publishers obtain the best prices for each impression that they display on the website. In the following lines, we shall find out more about RTB, and study

What is Internet Reputation Management All About?

The Internet is a great technological invention that aids a business to grow, expand, and communicate with its customers. But like all inventions, it has a flip side: it can provide anonymity and opportunity to anyone who wishes to malign its reputation. A tarnished reputation not only costs a company its name and respect, but its business opportunities are also badly affected.

Problems Pertaining to Online Reputation

Reputation of any person or company is mostly hampered in three different ways:
A government regulatory body or a journalist has posted something negative about you or your company. This type of negative posting is generally done with no malice or intent to damage. They just post general information which is regularly updated.
A wronged person, who has been caused personal damage by a company’s products or services. This category of people generally vent their anger and cause short-term damage.
A vengeful person, whose sole mission is to ‘get at you’ by attacking your reputation, causes the most damage, because it’s fueled by anger and jealousy.
How is Negative Publicity Managed?

Negative reviews and inaccurate content generate adverse publicity, which in turn leads to negative listings of your company.

Internet Marketing Strategy

The method of marketing products or services by means of the Internet is referred to as Internet marketing. One of the major benefits offered by the Internet is its ability to reach the masses within minutes. Moreover, the costs of distribution of information are lower. Internet marketing, also known as web marketing, is said to have a wider scope and a greater effect owing to the quality of this medium.

A marketing strategy refers to the means by which companies try to increase their sales and achieve a competitive advantage, focusing mainly on the satisfaction of their customers. Internet marketing makes use of one of the several business models to market goods or services. It includes the display of banner advertisements on websites, email marketing, as also search engine optimization and search engine marketing.

An Internet marketing plan begins with online market research. During this phase, companies research the market and find who their competitors are. They determine the section of their customers to be targeted. The second phase of web marketing is known as data analysis in which the companies need to analyze market data and explore what their customers want. Next is the very important

Market Segmentation Theory

There are many theories associated with the yield curve and one such theory is market segmentation theory. It brings together potential buyers into segments with common needs, that will respond to a marketing action. This means that, certain investors are interested in particular types of investments like short-term debt securities. However, few investors are interested in only long-term bonds. Thus, it discusses each separate maturity as independent from others.

What is it?

It shows that there is no direct relationship between the prevailing interest rates in the market in both, the short-term and long-term markets. Both these plans have separate term periods, that cannot be replaced among each other. So the demand and supply of debt instruments with both the periods are calculated individually.

The theory finds that, the securities that are traded in short-term market may undergo a significant flux, and the rates that are applied to long-term investments remain static to some extent. It is sometimes also known as the segmented markets theory. It mostly agrees and supports the preferred habitat theory. According to the preferred habitat theory, the investors have a specific expectation, when one is required to invest in securities with different maturity lengths.

Market Research Methods

Market research refers to studying and analyzing the market scenario in connection with a product or service. It involves gathering and recording information regarding specific products and services. It is imperative for any business to keep it in tune with the competition. Such inquiries gives the managers an insight into target selection, potential customers, and identifying and planning for fulfilling customer needs.

Method 1
Survey is the most common research tool and if done properly, almost accurate marketing conclusions can be made. A questionnaire which is concise and to the point and covers the aspects which require to be analyzed will do the trick. Then analysis of a sample group representing your target market is all you need to do. To get better results, a larger sample is preferable. In surveys too there are types – you have one-on-one surveys. These are done typically where you can find a lot of people at one place, like a mall. In such a survey, you get an instant feedback.

Another type of survey is a telephone survey. Although costlier than the mail, it is cheaper than the one-on-one survey. But the glitch here is that these days with constant telemarketing, people are

Rhetorical Situation: Definition and Examples

To understand a rhetorical situation, you must first know what rhetoric means. Any sentence said or written that is more of a statement, which does not need any reply or feedback, and is meant to modify the perspective of the listener or reader, is a rhetoric.

A rhetorical statement makes use of devices and methods that make it more persuasive. These devices might include metaphors (comparing one thing to another), allegory (using an idea to represent another) that give the statement a strong meaning, and change the perspective of people listening to or reading it.
Example: Keep that away from me, will you?
This statement does not need an answer. It is an implied question that wants something to be done right away. So, this is a rhetoric question.

There exist three views on a rhetorical situation:
A situation is what gives rise to rhetoric.
Rhetoric gives rise to situations, by making issues salient.
A rhetor is a rhetoric artist, who creates salience through his knowledge.
Constituents of a Rhetorical Situation
A rhetorical situation is a rhetorical event consisting of an exigence (issue), an audience, and a set of constraints, which can be represented graphically by the rhetorical situation triangle.

Ethical Appeal Explained with Examples

Dressing up as a professional, for example as a dentist in a toothpaste advertisement, is an intelligent way of creating trust among the viewers about the quality of a product. Adding the year of establishment of the business or company (for instance, since 1881) in its logo or tagline produces a sense of credence and reliability among consumers.

Appeals made like these get all our attention, leading us to buy that product or service. No harm in it either, as it is simply presenting oneself in a way so as to generate a sense of assurance in the audience. But let’s just try to find out what exactly goes into making such efficacious appeals. Ethical appeal is one of those magic tools that can manipulate our thoughts. Stemming originally from Aristotle’s concept of ‘ethos’, it is a kind of persuasion technique.


Ethical appeal is the persuasion made on the basis of the character and credibility of the persuader. It describes why someone should listen to or believe a persuader. Ethical appeal can be an appeal made by a public speaker/orator, writer, or by advertisements through various media, including print and television. The trustworthiness felt about the approaching person is the

How to Advertise your Small Business Online

The Internet is perhaps the most cost-effective and wide reaching means of advertising today, and with the number of worldwide Internet users rising steadily, this is a realm that holds much optimism for business owners. Smaller businesses are restricted to smaller advertising budgets, so they need to make the most out of any channel that they get. The Internet represents a completely risk free and low resource utilizing medium that is very easy to tackle.

A small business owner can undertake a number of Internet advertising methods on his own, or he can hire a team of specialists to do the same for him. Either way, the objective should be to make the company’s presence felt in various different forums and to get people talking about the company and the services and the products that it offers.

Ways to Advertise Small Businesses Online

If you really want to advertise your business on the Internet, then you need to understand the dynamics of your targeted segment and the kind of websites and portals that they visit. Internet marketing also has a firm design and blueprint behind it, and it is necessary to stick to this plan. You also need

Advantages of Internet Advertising

Today, majority of the people spend their work and leisure time in front of their computers on the Internet. As social networking sites replace meeting up with friends, and searching for information online rather than going through books becomes the norm, advertisers are seeing a huge potential for marketing and advertising various products and services on the Internet. The following article gives you some of the advantages of Internet advertising.


When we use the term Internet advertising, it includes a lot of things. Email, web banners, advertisements on social networking sites, advertisements on manufacturer’s own site, pop-up advertisements, advertisements through Internet affiliates – these are all a part of online advertising.


Wide Reach

When it comes to reaching a wide range of customers, no other medium can beat Internet. By marketing one’s products online, a small manufacturer in one part of the world can find customers in the other. This method has broken all geographical restrictions that existed with other mediums. Global companies, small local businesses, anybody and everybody can increase their product sales and profits by online advertising. This is definitely one of the exclusive benefits.

Target Oriented

On the Internet, you will find websites which cater to a particular group of

Tips to Select an Internet Marketing Company

Everywhere everyone is trying to sell something. Perhaps the prime reason why we exist is to sell. Preachers sell their conviction, experts in various fields sell their expertise, in business we sell our ideas or services, on matrimonial sites we try to sell how good or how different we are to get a partner…the list is endless. But it is a fact that everyone is selling something or the other. Marketing or publicity is the first step in the selling business. In this article, we will focus on Internet Marketing and how to select the right firm for you.

The Concept of Internet Marketing

With the rise of this fabulous luxury that we refer to as the Internet, new vistas have opened up, and it has very much transformed itself into a necessity. If you want run a home-based business, or plan to have access, or for that matter, be accessible around the globe, you need to be visible on the Internet, and for that you will need a good internet marketing firm. These companies serve as an interface between you and your potential customers. They design, develop, and provide integrated online marketing