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WEB ADVERTISING AND MARKETING- UNIT 1
UNIT – 1
BASIC INTERNET PRINCIPLES
The central concepts of software on the Internet are TCP/IP
 UDP
 IP Addresses
 Domain Names
 The Domain Name System (DNS)
 Ports
 Sockets
 URLs
TCP/IP
The Internet is the network that connects computers all over the world. It works according to a
set of agreed-upon protocols. TCP (Transmission Control Protocol) and IP(Internet Protocol)
are the most commonly-used protocols for using the Internet. (But there are others at lower
levels.) The combination is simply known as TCP/IP.
The Internet is a packet switching system. Any message is broken into packets that are
transmitted independently across the interment (sometime by different routes). These packets are
called datagrams. The route chosen for each datagram depends on the traffic at any point in time.
Each datagram has a header of between 20 and 60 bytes, followed by the payload of up to 65,515
bytes of data. The header consists of, amongst other data:
1. The version number of the protocol in use
2. The IP address of the sender (or source, or origin)
3. The IP address of recipient (or destination)
TCP breaks down a message into packets. At the destination, it re-assembles packets into
messages. It attaches a checksum to each packet. If the checksum doesn't match the computed
checksum at the destination, the packet is re-transmitted. Thus TCP ensures reliable transmission
of information. In summary, TCP:
1. Provides re-transmission of lost data
2. Ensures delivery of data in the correct order
IP
IP is concerned with routing. IP attaches the address of the destination of each packet. IP ensures
that packets get to the right place.
TCP is the higher-level protocol that uses the lower-level IP.
When an application is written, the general principle is to use the highest level protocol that you
can, provided that it provides the functionality and performance that is required. Many
applications can be written using TCP/IP. For example, a Web browser can be written in Java
using only URLs, without any explicit mention of sockets.
On each machine an application program makes calls on procedures in the transport layer
(normally TCP). In turn the transport layer makes calls on the Internet layer (normally IP). In
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turn the Internet layer makes calls on the physical layer, which is different depending on the
technology of the communication link.
At the destination machine, information is passed up through the layers to the application
program. Each application program acts as if it is communicating directly with the application on
another machine. The lower levels of the communication software and hardware are invisible.
This four-layer model is sufficient for understanding Internet software. But there are other
models that use a different number of layers, like the ISO seven-layer model.
The application layer produces some data, adds a header to it and passes the complete package to
the transport layer. The transport layer adds another header and passes the package to the internet
layer. The internet layer adds another header and passes it to the physical layer. The application
data is enclosed by 4 headers used by the different layers. This process can be thought of as
repeatedly putting a letter into an envelope and then addressing the envelope.
UDP
Most applications use TCP. However, an example of a situation in which it is desirable to use a
lower-level protocol is the case of audio streaming. If you want to download a sound file, it can
take some time, even though it may be compressed. You have to wait (perhaps some
considerable time, relatively speaking) for the complete file to download, before it can be played.
An alternative is to listen to the sound as it is being downloaded - which is called streaming. One
of the most popular technologies is called RealAudio.
RealAudio does not use TCP because of its overhead. The sound file is sent in IP packets using
the UDP (User Datagram Protocol) instead of TCP. UDP is an unreliable protocol, since:
 It doesn't guarantee that a packet will arrive.
 It doesn't guarantee that packets will be in the right order.
UDP doesn't re-send a packet if it is missing or there is some other error, and it doesn't assemble
packets into the correct order. But it is faster than TCP. In this application, losing a few bits of
data is better than waiting for the re-transmission of some missing data. The application's major
mission is to keep playing the sound without interruption. (In contrast, the main goal of a file
transfer program is to transmit the data accurately.)
The same mechanism is used with video streaming.
UDP is a protocol at the same level as TCP, above the level of IP.
IP Addresses
An IP address is a unique address for every host computer in the world. Consists of 4 bytes or 32
bits. This is represented in quad notation (or dot notation) as four 8-bit numbers, each in the
range 0 to 255, e.g. 131.123.2.220.
IP addresses are registered so that they stay unique.
You can find the IP address of the local machine under Windows NT by typing the following
command at the DOS prompt in a console window:
ipconfig
Under Unix or Linux, this command is:
ifconfig
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The IP address 127.0.0.1 is a special address, called the local loopback address, that denotes the
local machine. A message sent to this address will simply return to the sender, without leaving
the sender. It is useful for testing purposes.
Domain Names
A domain name is the user-friendly equivalent of an IP address. It is used because the numbers in
an IP address are hard to remember and use. It is also known as a host name.
Example:
cs.stmarys.ca
Such a name starts with the most local part of the name and is followed by the most general. The
whole name space is a tree, whose root has no name. the first level in the tree is something like
com, org, edu, ca, etc.
The parts of a domain name don't correspond to the parts of an IP address. Indeed, domain names
don't always have 4 parts - they can have 2, 5 or whatever.
All applications that use an address should work whether an IP address or a domain name is
used. In fact, a domain name is converted to an IP address before it is used.
The Domain Name System
A program, say a Web browser, that wants to use a domain address usually needs to convert it
into an IP address before making contact with the server. The domain name system (DNS)
provides a mapping between IP addresses and domain names. All this information cannot be
located in one place, so it is held in a distributed database.
Clients, Servers and Peers
A network application usually involves a client and a server. Each is a process (an independently
running program) running on a (different) computer.
A server runs on a host and provides some particular service, e.g. e-mail, or access to local Web
pages. Thus a Web server is a server. A commonly-used web server program is called Apache.
A client runs on a host, but generally needs to connect with a sever on another host to
accomplish its task. Usually, different clients are used for different tasks, e.g. Web browsing and
e-mail. Thus a Web browser is a client.
Some programs are not structured as clients and servers. For example a game, played across the
internet by two or more players is a peer-to-peer relationship. Other examples of peer-to-peer
relationships: chat, internet phone, shared whiteboard.
Port Numbers
To identify a host machine, an IP address or a domain name is needed. To identify a particular
server on a host, a port number is used. A port is like a logical connection to a machine. Port
numbers can take values from 1 to 65,535. A port number does not correspond to any physical
connection on the machine, of which there might be just one. Each type of service has, by
convention, a standard port number. Thus 80 usually means Web Serving and 21 means File
Transfer. If the default port number is used, it can be omitted in the URL (see below). For each
port supplying a service there is a server program waiting for any requests. Thus a web server
program "listens on port 80" for any incoming requests. All these server programs run together in
parallel on the host machine.
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When a packet of information is received by a host, the port number is examined and the packet
sent to the program responsible for that port. Thus the different types of request are distinguished
and dispatched to the relevant program.
The following table lists the common services, together with their normal port numbers. These
conventional port numbers are sometimes not used, for a variety of reasons. One example is
when a host provides (say) multiple web servers, so only one can be on port 80. Another reason
might be that the server program has not been assigned the necessary privilege to use port 80.
Protocol Name
Port Number
Nature of Service
Echo
7
The server simply echoes the data sent to it.
This is useful for testing purposes.
Daytime
13
Provides the ASCII representation of the
current date and time on the server.
ftp-data
20
Transferring files. (ftp uses two ports)
ftp
21
Sending ftp commands like RETR and STOR.
telnet
23
Remote login and command line interaction.
Smtp
25
E-mail (Simple Mail Transfer Protocol)
http
80
Web
nntp
119
Usenet (Network News Transfer Protocol)
Some of these protocols are described later in these notes.
Sockets
A socket is the software mechanism for one program to connect to another. A pair of programs
open a socket connection between themselves. This then acts like a telephone connection - they
can converse in both directions for as long as the connection is open. (In fact, data can flow in
both directions at the same time.) More than one socket can use any particular port. The network
software ensures that data is routed to or from the correct socket.
When a server (on a particular port number) gets an initial request, it often spawns a separate
thread to deal with the client. This is because different clients may well run at different speeds.
Having one thread per client means that the different speeds can be accommodated. The new
thread creates a (software) socket to use as the connection to the client. Thus one port may be
associated with many sockets.
Streams
Accessing information across the Internet is accomplished using streams. A stream is a serial
collection of data. An output stream can be sent to a printer, a display, a serial file, or an Internet
connection, for example. Likewise, an input stream can come from a keyboard, a serial file, or
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from an Internet connection. Thus reading or writing to another program across a network or the
Internet is just like reading or writing to a serial file.
URL
A URL (Uniform Resource Locator):
 is a unique identifier for any resource on the Internet
 can be typed into a Web browser
 can be used as a hyperlink within a HTML document
 can be quoted as a reference to a source
A URL has this structure:
protocol://hostname[:port]/[pathname]/filename#section
Things in square brackets indicate that the item can be omitted.
The first part of a URL is the particular protocol. Some commonly-used protocols are:
http
The service is the Web. The file is accessed using the HTTP
protocol.
ftp
The service is file transfer protocol. The URL locates a file, a
directory or an FTP server.
telnet
The service is remote login to a host. No file name is needed.
mailto
The service is e-mail.
news
The URL specifies a usenet newsgroup.
file
This locates a file on the local system. The server part of the URL is
omitted.
The host name is the name of the server that provides the service. This can either be a domain
name or an IP address.
The port number is only needed when the server does not use the default port number. For
example, 80 is the default port number for HTTP.
A pathname (optional) specifies a directory (folder). The pathname is not the complete directory
name, but is relative to some directory (folder) designated by the administrator as the directory in
which publicly-accessible files are held. It would be unusual for a server to make available its
entire file system to clients.
The file name can either be a data file name or can specify an executable file that produces a
valid HTML document as its output. A file name is often omitted. In this case, the server decides
which file to use. Many servers send a default file from the directory specified in the path name for example a file called default.html, index.html or welcome.html.
The section part of a URL (optional) specifies a named anchor in an HTML document. Such a
place in a document is specified by an HTML entry like:
<a name="thisplace"></a>
which would be referred to by thisplace as the section in the URL.
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BASIC WEB CONCEPTS
What is Internet?
The Internet is essentially a global network of computing resources. You can think about the
Internet as a physical collection of routers and circuits as a set of shared resources or even as an
attitude about interconnecting and intercommunication. Some common definitions given in the
past include:
A network of networks based on the TCP/IP communications protocol.
A community of people who use and develop those networks.
A community of people who use and develop those networks.
Internet Based Services:
Some of the basic services available to Internet users are:
Email: A fast, easy, and inexpensive way to communicate with other Internet users
around the world.
Telnet: Allows a user to log into a remote computer as though it were a local system.
FTP: Allows a user to transfer virtually every kind of file that can be stored on a
computer from one Internet-connected computer to another.
Usenetnews: A distributed bulletin board that offers a combination news and discussion
service on thousands of topics.
World Wide Web (WWW): A hypertext interface to Internet information resources.
What is WWW?
This stands for World Wide Web. A technical definition of the World Wide Web is : all the
resources and users on the Internet that are using the Hypertext Transfer Protocol (HTTP).
A broader definition comes from the organization that Web inventor Tim Berners-Lee helped
found, the World Wide Web Consortium (W3C):
The World Wide Web is the universe of network-accessible information, an embodiment of
human knowledge.
In simple terms, The World Wide Web is a way of exchanging information between computers
on the Internet, tying them together into a vast collection of interactive multimedia resources.
What is HTTP?
This stands for HyperText Transfer Protocol. This is the protocol being used to transfer
hypertext documents thats makes the World World Wide possible.
A standard web address such as http://www.yahoo.com/ is called a URL and here the prefix http
indicates its protocol
What is URL?
URL stands for Uniform Resource Locator, and is used to specify addresses on the World Wide
Web. A URL is the fundamental network identification for any resource connected to the web
(e.g., hypertext pages, images, and sound files).
A URL will have the following format:
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protocol://hostname/other_information
The protocol specifies how information from the link is transferred. The protocol used for web
resources is HyperText Transfer Protocol (HTTP). Other protocols compatible with most web
browsers include FTP, telnet, newsgroups, and Gopher.
The protocol is followed by a colon, two slashes, and then the domain name. The domain name
is the computer on which the resource is located.
Links to particular files or subdirectories may be further specified after the domain name. The
directory names are separated by single forward slashes.
What is Website?
Website is a collection of various pages. There are millions of websites available on the web.
Each page available on the Website is called a web page and first page of any web site is called
home page for that site.
What is Web Server?
Every Web site sits on a computer known as a Web server. This server is always connected to
the internet. Every Web server that is connected to the Internet is given a unique address made
up of a series of four numbers between 0 and 256 separated by periods. For example,
68.178.157.132 or 68.122.35.127.
When you register a Web address, also known as a domain name, such as smvecit11.com you
have to specify the IP address of the Web server that will host the site.
What is Web Browser?
Web Browsers are software installed on your PC. To access the Web you need a web browsers,
such as Netscape Navigator, Microsoft Internet Explorer or Mozilla Firefox.
On the Web, when you navigate through pages of information this is commonly known as
browsing or surfing.
What is SMTP Server?
This stands for Simple Mail Transfer Protocol Server. This server takes care of delivering emails
from one server to another server. When you send an email to an email address, it is delivered to
its recipient by a SMTP Server.
What is ISP?
This stands for Internet Service Provider. They are the companies who provide you service in
terms of internet connection to connect to the internet.
You will buy space on a Web Server from any Internet Service Provider. This space will be used
to host your Web site.
What is HTML?
This stands for HyperText Markup Language. This is the language in which we write web pages
for any Website. Even the page you are reading right now is written in HTML.
This is a subset of Standard Generalized Mark-Up Language (SGML) for electronic publishing,
the specific standard used for the World Wide Web.
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What is Hyperlink?
A hyperlink or simply a link is a selectable element in an electronic document that serves as an
access point to other electronic resources. Typically, you click the hyperlink to access the linked
resource. Familiar hyperlinks include buttons, icons, image maps, and clickable text links.
What is DNS ?
DNS stands for Domain Name System. When someone types in your domain name,
www.example.com, your browser will ask the Domain Name System to find the IP that hosts
your site. When you register your domain name, your IP address should be put in a DNS along
with your domain name. Without doing it your domain name will not be functioning properly.
What is W3C?
This stands for World Wide Web Consortium which is an international consortium of companies
involved with the Internet and the Web.
The W3C was founded in 1994 by Tim Berners-Lee, the original architect of the World Wide
Web. The organization's purpose is to develop open standards so that the Web evolves in a single
direction rather than being splintered among competing factions. The W3C is the chief standards
body for HTTP and HTML
Web - How it works ?
On the simplest level, the Web physically consists of following components:
Your personal computer - This is the PC at which you sit to see the web.
A Web browser - A software installed on your PC which helps you to browse the Web.
An internet connection - This is provided by an ISP and connects you to the internet to
reach to any Web site.
A Web server - This is the computer on which a web site is hosted.
Routers & Switches - They are the combination of software and hardware who take your
request and pass to appropriate Web server.
The Web is known as a client-server system. Your computer is the client and the remote
computers that store electronic files are the servers.
Here's how web works:
When you enter something like http://www.google.com, the request goes to one of many special
computers on the Internet known as Domain Name Servers (DNS). All these requests are routed
through various routers and switches. The domain name servers keep tables of machine names
and their IP addresses, so when you type in http://www.google.com, it gets translated into a
number, which identifies the computers that serve the Google Web site to you.
When you want to view any page on the Web, you must initiate the activity by requesting a page
using your browser. The browser asks a domain name server to translate the domain name you
requested into an IP address. The browser then sends a request to that server for the page you
want, using a standard called Hypertext Transfer Protocol or HTTP.
The server should constantly be connected to the Internet, ready to serve pages to visitors. When
it receives a request, it looks for the requested document and returns it to the Web browser.
When a request is made, the server usually logs the client's IP address, the document requested,
and the date and time it was requested. This information varies server to server.
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An average Web page actually requires the Web browser to request more than one file from the
Web server and not just the HTML / XHTML page, but also any images, style sheets, and other
resources used in the web page. Each of these files including the main page needs a URL to
identify each item. Then each item is sent by the Web server to the Web browser and Web
browser collects all this information and displays them in the form of Web page.
WEB - BROWSER TYPES
Web Browsers are software installed on your PC. To access the Web you need a web browsers,
such as Netscape Navigator, Microsoft Internet Explorer or Mozilla Firefox.
Currently you must be using any sort of Web browser while you are navigating through my site
tutorialspoint.com. On the Web, when you navigate through pages of information this is
commonly known as web browsing or web surfing.
There are four leading web browsers: Explorer, FireFox, Netscape and Safari but there are many
others browsers available.You might be interested in knowing Complete Browser Statistics. Now
we will see these browsers in bit more detail.
While developing a site, we should try to make it compatible to as many browsers as possible.
Specially site should be compatible to major browsers like Explorer, FireFox, Netscape, Opera
and Safari.
Internet Explorer
Internet Explorer (IE) is a product from software giant Microsoft. This is the most
commonly used browser in the universe. This was introduced in 1995 along with
Windows 95 launch and it has passed Netscape popularity in 1998.
Netscape
Netscape is one of the original Web browsers. This is what Microsoft designed Internet
Explorer to compete against. Netscape and IE comprise the major portion of the browser
market. Netscape was introduced in 1994.
Mozilla
Mozilla is an open-source Web browser, designed for standards compliance,
performance and portability. The development and testing of the browser is
coordinated by providing discussion forums, software engineering tools, releases and
bug tracking. Browsers based on Mozilla code is the second largest browser family on
the Internet today, representing about 30% of the Internet community.
Konqueror
Konqueror is an Open Source web browser with HTML 4.01 compliance, supporting
Java applets, JavaScript, CSS 1, CSS 2.1, as well as Netscape plugins. This works as a
file manager as wellIt supports basic file management on local UNIX filesystems, from
simple cut/copy and paste operations to advanced remote and local network file
browsing.
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Firefox
Firefox is a new browser derived from Mozilla. It was released in 2004 and has grown
to be the second most popular browser on the Internet.
Safari
Safari is a web browser developed by Apple Inc. and included in Mac OS X. It was first
released as a public beta in January 2003. Safari has very good support for latest
technologies like XHTML, CSS2 etc.
Opera
Opera is smaller and faster than most other browsers, yet it is full- featured. Fast, userfriendly, with keyboard interface, multiple windows, zoom functions, and more. Java
and non Java-enabled versions available. Ideal for newcomers to the Internet, school
children, handicap and as a front-end for CD-Rom and kiosks.
Lynx
Lynx is a fully-featured World Wide Web browser for users on Unix, VMS, and other
platforms running cursor-addressable, character-cell terminals or emulators.
CLIENT-SERVER MODEL
To truly understand how much of the Internet operates, including the Web, it is important to
understand the concept of client/server computing. The client/server model is a form of
distributed computing where one program (the client) communicates with another program (the
server) for the purpose of exchanging information.
The client's responsibility is usually to:
1.
2.
3.
4.
5.
6.
Handle the user interface.
Translate the user's request into the desired protocol.
Send the request to the server.
Wait for the server's response.
Translate the response into "human-readable" results.
Present the results to the user.
The server's functions include:
1. Listen for a client's query.
2. Process that query.
3. Return the results back to the client.
A typical client/server interaction goes like this:
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1.
2.
3.
4.
5.
6.
7.
8.
The user runs client software to create a query.
The client connects to the server.
The client sends the query to the server.
The server analyzes the query.
The server computes the results of the query.
The server sends the results to the client.
The client presents the results to the user.
Repeat as necessary.
A typical client/server interaction
This client/server interaction is a lot like going to a French restaurant. At the restaurant, you (the
user) are presented with a menu of choices by the waiter (the client). After making your
selections, the waiter takes note of your choices, translates them into French, and presents them
to the French chef (the server) in the kitchen. After the chef prepares your meal, the waiter
returns with your diner (the results). Hopefully, the waiter returns with the items you selected,
but not always; sometimes things get "lost in the translation."
Flexible user interface development is the most obvious advantage of client/server computing. It
is possible to create an interface that is independent of the server hosting the data. Therefore, the
user interface of a client/server application can be written on a Macintosh and the server can be
written on a mainframe. Clients could be also written for DOS- or UNIX-based computers. This
allows information to be stored in a central server and disseminated to different types of remote
computers. Since the user interface is the responsibility of the client, the server has more
computing resources to spend on analyzing queries and disseminating information. This is
another major advantage of client/server computing; it tends to use the strengths of divergent
computing platforms to create more powerful applications. Although its computing and storage
capabilities are dwarfed by those of the mainframe, there is no reason why a Macintosh could not
be used as a server for less demanding applications.
In short, client/server computing provides a mechanism for disparate computers to cooperate on
a single computing task.
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What is HTML?
Hypertext Markup Language (HTML) is a syntax used to format a text document on the web.
These documents are interpreted by web browsers such as Internet Explorer and Netscape
Navigator.HTML can be created as standard ASCII text with "tags" included to pass on extra
information about character formatting and page layout to a web browser. The fact that HTML
is, in essence, ASCII text is what makes it so universally compatible. This fact also makes it easy
to edit: almost all computers are equipped with a text editor that can be used to edit HTML.
How can I create an HTML page?
HTML pages can be created in a number of ways. An HTML page is essentially a text document.
You can create one in the simplest of text editors such as Microsoft Notepad in Windows,
SimpleText in Mac OS, or Pico in Unix. Using these tools, you will need to edit the HTML code
and insert HTML tags where necessary. You can also create pages using WYSIWYG (What You
See Is What You Get) editors which do most of the work of coding for you. With WYSIWYG
editors, such as Macromedia Dreamweaver and Adobe GoLive, you can type in a page as you
would in a word processor, and the software adds formatting tags where necessary. You can then
look into the code for fine-tuning.
There are some WYSIWYG editors that do not create good HTML code. For instance, Microsoft
FrontPage and particularly Microsoft Word will add extra tags that can make an HTML
document quite large. Larger documents take longer to download. While you may not notice this
much while on campus at NIH, modem users at home can be inconvenienced by long waits.
To save a file as HTML, open the text you wish to edit or type it into Notepad, and choose
"File...Save As..." from the menu bar. Under "File name" give your file a name and change its
extension from ".txt" to ".html." Under "Save as type" switch to "All Files" then click "OK."
Notepad will save your file as ASCII text, and the ".html" or ".htm" extension will allow your
browser to recognize it as an HTML file. (Hint - When naming an HTML file, it is a good idea to
use a name without any spaces or uppercase letters. So, if you wanted to name a file Test page,
some options would be testpage or test_page.)
To open your file in Netscape, choose "File...Open Page..." from Netscape's menu bar, and
click "Choose File." Navigate to the drive and directory in which you saved your HTML, and
double click on the file.
To edit your HTML, go back to Notepad, make your changes, and choose "File...Save" from
the menu bar. Then go back to Netscape, and click the "Reload" button to bring in your latest
changes.
What are Tags?
Tags are what we use to structure an HTML page. Tags start with a '<', then the command, and
end with a '>'. For example, the center tag is '<center>'. To stop centering something, we need an
ending, or closing tag. Closing tags look exactly like opening tags, except after the first '<' there
is a '/'. In other words, the closing tag for center is '</center>'.
HTML Structure
An HTML document has a definite structure that must be specified to the browser. The HTML's
beginning and end must be defined, as well as the document's HEAD (which contains
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information for the browser that does not appear in the browser's main window) and its BODY
(which contains the text that will appear in the browser's main window). The use and order of
tags that define the HTML structure are described below.
<html>
Marks the beginning of your HTML
<head>
<title> ... </title>
Begins the heading section of an HTML document
Gives an HTML document a title that appears on the browser menu bar,
also will appear on search engines or bookmarks referencing your site
(must appear between the <HEAD> ... </HEAD> tags; should be straight
text, no tags
</head>
Defines the end of the heading
<body>
Defines the body of an HTML document (text contained within the
<BODY> … </BODY> tags appears in the main browser window). Can
be used with "BGCOLOR", "TEXT", "LINK", and "VLINK" attributes
</html>
Defines the end of your HTML document
Character Formatting and Page Layout
The following tags are used for character formatting (bold, italicized or underlined text, for
instance) and page layout (where and in what context that text appears on the page). These tags
are used in the body of an HTML document only.
<!--...-->
Comment. This is a note for you. It will not be visible on the web page.
<h1> ... </h1>
Heading tag. <H1> through <H6> are valid. Can be used with the
"ALIGN" attribute.
<p> ... </p>
Sets a paragraph apart from other text. Adds a line break after. </P> is
optional. Can be used with the "ALIGN" attribute.
<br>
Line break (new line). Can be used with the "CLEAR" attribute.
<hr>
Horizontal rule. Can be used with "SIZE", "WIDTH" and "NOSHADE"
attributes.
<ol> ... </ol>
Defines the beginning and end of an ordered list (numbered).
<ul> ... </ul>
Unordered list (bulleted).
<li>
List Item. Must appear before each item in any of the above lists to set it
apart from other items.
<center> ... </center> Centers any item or group of items
<em> ... </em>
Emphasized text (usually italic).
<strong> ... </strong> Strong emphasis (usually bold).
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WEB ADVERTISING AND MARKETING- UNIT 1
<code> ... </code>
A sample of code (usually courier font).
<font> ... </font>
Changes the appearance of the text in your page. Can be used with
"SIZE", "COLOR" and "FACE" attributes.
<table> ... </table>
Creates Table. Can be used with "BORDER", "ALIGN", and "WIDTH"
attributes.
<tr> ... </tr>
Table row
<th> ... </th>
Table header. Can be used with "ALIGN", "VALIGN", "COLSPAN",
"ROWSPAN", and "WIDTH" attributes.
<td> ... </td>
Table data. Can be used with "ALIGN", "VALIGN", "COLSPAN",
"ROWSPAN", and "WIDTH" attributes.
Links
<A
HREF="http://some.web.server/Document.html">
...
</A>
Creates a hypertext link to another page.
<A
HREF="http://some.web.server/Document.html#AnchorName">
...
</A>
Creates a link to an anchor in another web page.
<A
HREF="AnchorName">
...
</A>
Creates an anchor within a document that can be linked to.
<IMG
SRC="filename.ext">
Inserts a graphic into the web page. "SRC" is a required attribute. "HEIGHT", "WIDTH",
"ALT", "BORDER" and "ALIGN" are optional attributes.
SGML : Standard Generalized Markup Language
Around the world today, the need for information is strongly felt. Information needs to be
created, distributed, accessed and utilized for a complete revolution to be made in any sector of
the nation. Hence, there comes the need to accurately manage information, no matter how bulky
the data contained may be. And if this need calls for the use of an automated system, then SGML
can be a useful tool.
What is SGML?
SGML actually means Standard Generalized Markup Language. It is a standard because it has
been declared so by the International Standard. It is generalized because it may not need the use
of particular systems, devices and languages. Mark up here means text added to the data
contained in a document so that a better understanding can be attained. SGML uses a Meta
language. In general, SGML is the standard method used to embed descriptive mark up within a
document.
HOW SGML WORKS
SGML's interest on any document is to divide it into structure, content and style. To accurately
define the structure of any document using SGML, a file known as DTD (Document Type
Definition), which creates and maintains the logical pattern of a document is used. SGML
documents have tags around it. It is these tags that show the structure. These tags are already
made when using SGML software. This is to save time and cost. The standard based time sheets
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WEB ADVERTISING AND MARKETING- UNIT 1
used by SGML are the OS (Output Specification) and the DSSSL (Document Style Semantics
and Specification Language).
WHY IS IT USEFUL?
Increased productivity: As a result of the improved structure of a document done by SGML, the
writer becomes less mindful of the appearance of his work and rather faces its content. This
saves time and increases productivity since much more content can be written by the writer.
1. Reusability: Since tags are used to define the beginning, the end and other steps of the
document, the machine reading these tags can easily retrieve this data for reuse in several
applications.
2. Information longevity: The information used to define any particular document is
always available irrespective of any damage done to the system's hardware or software.
3. Improved data integrity: A standard guide which is provided by SGML ensures that
any information on a document occupies its unique position. With SGML, there is no
need for translation to other formats which is capable of causing loss of information.
4. Better control data: The use of tags in SGML makes it possible to assign attributes to
information. Tags can be used as identifiers to locate a sentence, a heading or any other
defied part of the document so that the information can either be managed (that is,
restricted to some people), updated or corrected.
5. Shareability: Documents created by SGML can be shared without duplicating because
tags are used to organize information. Knowledge of these these tags by two or more
people makes it easier for them to share the content of the document.
6. Portability of Information: Information is said to be portable when it can be accessed
by anyone who needs it. Since SGML is an international standard and it is not customized
to any particular system, it means that documents obtained by using SGML can stand the
test of time and boundaries.
7. Flexibility beyond traditional publishing: SGML makes it possible for information
created today to become available tomorrow. In other words, the reason for creating
information today may be different from the use of the same information tomorrow or in
ten years to come. The availability of information created by SGML makes it flexible and
goes beyond its traditional purpose of publishing.
HOW TO DETERMINE A GOOD SGML SYSTEM?
Getting a good and reliable SGML system is a prerequisite for obtaining all the unique features it
offers. Here are some points to consider when going for an SGML system:
1. Provides real-time interactive parsing: This feature allows the SGML to edit the
document according to the author's desire. This feature is outstanding because on the
other hand, batch parsing makes editing very tedious and slow.
2. Uses real SGML: A system using real SGML is in other words a system that uses SGML
as its native file format. With a real SGML, the publisher saves time, cost and labor.
3. Supports any DTD: A good SGML system does not restrict its user to any particular
kinds of DTD to be used. A good SGML system actually supports any DTD so that
several kinds of documents can be made by the author or publisher.
4. Supports SGML features: Some attractive features any publisher would desire from an
SGML system are: the ability to perform automated publishing and the ability to re-use
documents.
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WHO USES SGML?
The importance of SGML has made its use to become more rampant today in Information
Management companies and commercial enterprises. Some enterprises that use SGML and the
reasons for their use in the areas are listed below.
 Airline Industry: For maintaining documentation and in-flight operating manuals.
 American Association of Publishers: For preparing electronic manuscripts.
 The internet: For the World Wide Web
 Oxford English Dictionary: For searching and retrieving database.
WHAT IS CALS?
CALS is an acronym for Continuous Acquisition and Life-cycle Support. This long term
project was initiated by the US department of Defense (DOD) when the need to reduce the cost
of supporting and constructing equipment used by the military arose. It is also worthy to note
that CALS is the main body governing SGML.
Introduction to How Web Advertising Works
You have probably noticed that across the Web, two different
things are happening right now:
1. More and more sites are asking you to pay a fee to
subscribe to all or part of the Web site.
2. Advertising is becoming more and more "in your face."
There are now pop-up ads, ads that play music and sound
tracks, ads that swim across the screen, and so on.
The second trend is true of nearly all commercial Web sites.
There are many new forms of Web advertising, and they are
more and more obvious. Many Web users have questions about
all of these new ad types. For example:

Why do Web sites have so many ads now?

Why do Web sites allow pop-up ads that open new windows? (Many people hate closing
them all.)

Why do Web sites allow these floating ads that cover the content so I cannot read it?

How can I make all these ads go away?
In this article, we will look at all the different forms of Web advertising in use today, as well as
the economics that are driving them, so that you can have a much better understanding of how
Web advertising works. Whether you are a casual surfer or someone running your own Web site,
you will find this article to be a real eye-opener.
BANNER ADS
When the Web first started being a "commercial endeavor" around 1997 or so, thousands of new
sites were born and billions of dollars in venture capital flowed into them. The sites divided into
two broad categories:
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WEB ADVERTISING AND MARKETING- UNIT 1


E-commerce sites - E-commerce sites sell things. E-commerce sites make their money
from the products they sell, just like a brick-and-mortar store does.
Content sites - Content sites create or collect content (words, pictures, video, etc.) for
readers to look at. Content Web sites make their money primarily from advertising, like
TV stations, radio stations and newspapers.
A typical banner ad at the top of the page
In the beginning, "advertising" on the Internet meant "banner ads" -- the 728x90-pixel ads you
see at the top of almost all Web pages today (including this one). In 1998 or so, banner
advertising was a lucrative business. Popular sites like Yahoo could charge $30, $50, even $100
per thousand impressions to run banner ads on their pages. These advertising rates provided fuel
for much of the venture capital boom on the Web. The idea was that sites could start up and
increase their page impressions to make easy money from banner ads. If a site could generate
100 million page impressions per month, it could make $3 million per month with banner ad
rates at $30 per thousand impressions.
Where did numbers like $30 or $50 per thousand impressions come from? That's what
magazines typically charge for full-page color ads. The Internet took the same payment model
and applied it to banner ads.
At some point, advertisers came to the conclusion that banner ads were not as effective as fullpage magazine ads or 30-second TV commercials. At the same time, there was an incredible glut
of advertising space -- thousands of sites had a million or more page impressions available per
month, and companies like DoubleClick began collecting these sites into massive pools of
banner-ad inventory. The economic principle of "supply and demand" works the same way on
the Web as it does everywhere else, so the rates paid for banner advertising began to plummet.
Let's look more closely at what determines banner ad rates.
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WEB ADVERTISING AND MARKETING- UNIT 1
Banner Ad Prices
A company buys advertising for one of two reasons:

Branding

Direct sales
Branding refers to the process of impressing a company name or a product name onto society's
collective brain. Let's say you have come up with a new brand of soda, or you are opening a new
restaurant, or you are selling a new widget. You want to get the product's name (and sometimes
the product's features and benefits) firmly planted in people's heads. This is branding.
Branding happens with both new and existing products. When you see a billboard that says
nothing but "Coke" on it, or you see a NASCAR car that says "Tide" on the hood, or you see a
feel-good ad on TV about a car company or an oil company but there's no mention of a product,
that is branding. The advertiser does not necessarily expect you to do anything today -- the
advertiser simply wants to impress itself on your consciousness.
On the other hand, a direct sales ad is an ad that is trying to get you to do something today, right
now, as you look at the ad. The advertiser wants you to:

Click on the ad

Call an 800 number

Drive immediately to the store
...or do some other active thing so that you buy something, download something or sign up for
something today. The advertiser counts the direct responses to the ad and measures the
effectiveness of the ad by those responses.
What branding advertisers came to feel about banner ads is that banner ads are not the most
effective vehicle for branding. Relative to a magazine ad or a TV ad, banner ads are small and
easily ignored.
What direct sales advertisers came to feel about banner ads is that the response rate for banner
ads is low. For most banner ads, the industry average seems to hover between two and five clicks
per 1,000 impressions of the ad. That is, if a banner ad appears on 1,000 Web pages, between
two and five people will click on the ad to learn more.
Those five clicks per thousand impressions don't have much value to most advertisers. The
reason is because those five clicks will not all generate sales. Out of 100 clicks, perhaps one
person will actually do the desired thing (buy something, download something, etc.).
AN EXAMPLE
Here's an example. Let's say that a publisher wants people to buy a book, and hopes to increase
sales of the book through advertising. The publisher has budgeted $3.00 per copy of the book to
spend on advertising. If the publisher is paying $30 per 1,000 impressions for banner ads and
purchases 100,000 impressions for $3,000, here is what happens:

The banner ad appears 100,000 times.

Let's say the response rate is five clicks per 1,000 impressions, so 500 people click on the
ad during the time the 100,000 total impressions are running.
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WEB ADVERTISING AND MARKETING- UNIT 1

If two percent of those 500 people actually purchase the book, that results in 10
purchases.

The publisher had to pay ($3,000/10) $300 for each book purchased through that ad.
Obviously, paying $300 to sell one book is not a good economic model for a publisher,
especially since the budget is $3.00 per book. For this type of advertising to work for the
publisher, the publisher would need to pay 30 cents per 1,000 impressions, rather than 30
dollars.
THE RESULT
So banner ad rates began to decline. Today, if you shop around, you can buy banner ads from
thousands of Web sites or brokers for 50 cents or so per thousand impressions -- which is pretty
much exactly what they are worth to a person who is trying to sell something with banner ads
using a direct sales model.
It is possible for some Web sites to charge more than 50 cents per 1,000 impressions. For
example, the top 100 or so Web sites can charge a premium because of their size. There is also a
process called targeting. For example, if you want to sell a GPS, you can advertise on the
HowStuffWorks GPS article and get a targeted audience for your ad, which will typically
increase the click-through and response rate for the ad. Yahoo and many search engines target
their banner ads to the search words people type in, and they charge more for these targeted ads.
But for most other Web sites, there is very little money to be made from banner ads.
In order to charge more than 50 cents per thousand impressions, Web sites have to offer ads that
either:

Have a lot more branding power

Get a much higher click-through rate
Therefore, you find many different advertising formats and experiments on the Web today.
SIDEBAR ADS
A sidebar ad (also known as a skyscraper ad) is similar to a banner ad, but it is vertically
oriented rather than horizontally. Because it is vertical, the height of a sidebar ad can often reach
600 pixels or more, and sidebars are generally 120 pixels wide.
A sidebar ad has more impact than a banner ad for at least two reasons:

A tall sidebar ad is two to three times larger than a banner ad.

You cannot scroll a sidebar ad off the screen like you can a banner ad. With a banner ad,
you can scroll just 60 pixels down and the ad is gone. With a sidebar ad, the ad is with you
much longer.
Because of this increased impact, sidebar ads have higher branding power and a higher clickthrough rate. A typical sidebar ad has a click-through rate of 1 percent (10 clicks per 1,000
impressions), or about two to three times that of a banner ad. Advertisers will typically pay $1.00
to $1.50 per 1,000 run-of-site impressions for sidebar ad placement. Advertisers pay more for
targeted sidebar ads, just like they do with targeted banner ads.
Varied Shapes and Sizes
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Banner ads and sidebar ads have standard sizes, but in the last year or two people have tried all
different sizes and placements. Here are three examples:
The orange ad in the upper right is 250x250 pixels. Ads
this size or larger can be found within the text of articles
in some cases. They act like magazine ads that break up
the text to get more attention.
On this page you can see a narrow strip for Netscape at
the top, a standard banner ad, a square AOL ad midpage, and four smaller ads along the bottom.
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On this page there is a round WSJ button up top along
with ads for Casio, Ubid and Radio Shack along the side.
At the bottom there are tiny ads for four money sites
along with small ads for CareerBuilder.com and WSJ.com
(even the advertising is sponsored!).
Sites don't get paid much for these smaller ads, because generally the click-through rates are low.
But by putting 10 ads on the page, it can add up to $2 per 1,000 page impressions.
Pop-Up and Pop-Under
A pop-up ad is an ad that "pops up" in its own window when you go to a page. It obscures the
Web page that you are trying to read, so you have to close the window or move it out of the way.
Pop-under ads are similar, but place themselves under the content you are trying to read and are
therefore less intrusive.
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A typical pop-up ad
A typical site with two pop-up ads that appear on top of
the home page
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Pop-up and pop-under ads annoy many users because they clutter up the desktop and take time to
close. However, they are much more effective than banner ads. Whereas a banner ad might get
two to five clicks per 1,000 impressions, a pop-up ad might average 30 clicks. Therefore,
advertisers are willing to pay more for pop-up and pop-under ads. Typically, a pop-up ad will
pay the Web site four to 10 times more than a banner ad. That is why you see so many pop-up
ads on the Web today.
FLOATING ADS
If you have ever been to a Web site that uses them, you know what "floating ads" are. These are
ads that appear when you first go to a Web page, and they "float" or "fly" over the page for
anywhere from five to 30 seconds. While they are on the screen, they obscure your view of the
page you are trying to read, and they often block mouse input as well.
A screenshot of a typical floating ad for a Norton
product: This ad is completely animated, with four or
five moving parts. The ad plays for about 15 seconds.
Note that it does have a "Close" button, so there is a way
out of this ad. Many floating ads do not have this feature.
This page has been set up so that a floating ad should appear every time you load the page. If you
have the right browser combination, then you should have seen the ad when you clicked into this
page. The ad is about 5 seconds long. It floats over the page and then should settle in the upper
right hand corner. If you would like to see lots of other examples of different floating ad
campaigns, see UnitedVirtualities.com and EyeBlaster.com.
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Floating ads are appearing more and more frequently for several reasons:

They definitely get the viewer's attention. They are animated. Many now have sound.
Like TV ads, they "interrupt the program" and force you to watch them. They can take up
the entire screen. Therefore:

From a branding standpoint, they are much more powerful than something like a banner
ad or a sidebar ad. They cannot be ignored.

They have a high click-through rate, averaging about 3 percent (meaning that 30 people
will click through for every 1,000 impressions of a floating ad).
The high click-through rate, as well as the greater branding power, means that advertisers will
pay a lot more for a floating ad -- anywhere from $3 to $30 per 1,000 impressions depending on
the advertiser and the ad. Because they can pay a lot of money, Web sites are willing to run
floating ads.
The only problem with floating ads is that they annoy people. Some people become infuriated
by them, and will send death threats and three-page-long rants via e-mail. That is why you do not
yet see them everywhere.
The annoyance problem points out something interesting about advertising, however. When popup ads first appeared, they bothered lots of people and you did not see them on very many sites.
After a while, people got used to them and stopped complaining, and now pop-up ads can be
found on tons of sites.
Television provides another useful example. If television programs were ad-free today, and
suddenly a TV station were to start running eight minutes of advertising every half hour right in
the middle of programs, people would go NUTS! There would, quite possibly, be riots in the
streets. But since we are all familiar with TV ads, they don't bother us much. In fact, during the
Super Bowl, the ads are a big part of the show!
As people get used to floating ads, they will become more common.
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TWO MARKS
1. What is a floating ad?
A floating ad is a type of rich media Web advertisement that appears uninitiated,
superimposed over a user-requested page, and disappears or becomes unobtrusive after a
specific time period (typically 5-30 seconds). The most basic floating ads simply appear
over the Web page, either full screen or in a smaller rectangular window. They may or
may not provide a means of escape, such as a close button.
2. What is pop up ad and pop under ad?
Pop-up ads or pop-ups are a form of online advertising on the World Wide
Web intended to attract web traffic or capture email addresses. Pop-ups are generally
new web browser windows to display advertisements. The pop-up window containing an
advertisement is usually generated by JavaScript, but can be generated by other means as
well.
A variation on the pop-up window is the pop-under advertisement, which opens
a new browser window hidden under the active window. Pop-unders do not interrupt the
user immediately and are not seen until the covering window is closed, making it more
difficult to determine which web site opened them.
3. What is web design?
Web design is a multidisciplinary pursuit pertaining to the planning and
Production of web sites, including, but not limited to, technical development,
information structure, visual design and networked delivery.
4. What are the applications of web?
The applications of the web are:
1)
2)
3)
4)
Informational
Entertainment
Community
Transactional
5. What is scripting?
Scripting is used to validate the data. It is done both client and server side. In
scripting, client side validation reduces the traffic, JAVA script, VB script are used in
client side. In server side asp, tsp is used to validate.
6. What are the various web design process?
The various web design process models are:
1) water fall model
2) modified waterfall model
3) JAD (Joint Application Development).
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7. What are the rules for testing?
The various rules are:
1) Sites always have bugs, so test your site well.
2) Testing should address all aspects of a site, including content, visuals,
function and purpose.
8. What are the types of testing?
The various types of testing are:
1)
2)
3)
4)
5)
6)
7)
visual acceptance testing
functionality testing
content proofing
system and browser compatibility testing
delivery testing
user acceptance testing
release and beyond.
9. What are the types of websites?
The types of websites are:
1) Public website
2) Intranet website
3) Extranet website
10. Define Public website?
A public web site, an internet web site, an external web site, or simply a web site
is one that is not explicitly restricted to a particular class of users.
11. Define Intranet web site?
An Intranet web site is a site that is private to a particular organization, generally
run within a private network rather than on the Internet at large.
12. Define Extranet web site?
An Extranet site is a web site that is available to a limited class of users, but is
available via the public Internet.
13. What is meant by CSS?
CSS (Cascading style shield). It is a style sheet technology. It is used to redefine a
grammar of a language and its tags.
14. What is meant by XSL?
XSL(Extensible Style Sheet Language). It is a style sheet technology. It is majorly
used to format the contents of a HTML page.
15. List out the services provided by the Internet?
Electronic Mail, World Wide Web, FTP, Telnet, Gopher, Chat
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16. What is Telnet?
It is software that allows one computer to connect to another computer and make
use of the other information.
17. Write note on Internet Addresses.
Numerical computer names that uniquely identify each computer on the Internet.
Each address consists of four bytes, and each byte represents a decimal number from 0 to
255. This address is often represented by four decimal numbers separated by dots.
18. What is MIME?
Multipurpose Internet Mail Extensions (MIME) - A system that is used by mailers
and Web browsers to identify file contents by file extensions
19. What are Web browsers?
Browser- A software Application that provides an interface between users and
the Internet. Netscape's navigator and Microsoft’s Internet explorer are two popular
browsers. Browsers are also called Web Clients.
20. What is Search Engine?
Search Engine-A search tool that allows a user to enter queries. The program
responds with a list of matches from its database. A relevancy score for each match
and click able URL are usually returned.
21. Define the term "electronic-mail".
e-mail -Messages that are sent electronically over a network.
22. What is Network?
Interconnection of two or computers is known as network that enables to share the
common resources.
23. Write short notes on LAN?
Local Area Network-LAN consists of computers that are geographically close
together. A LAN uses cables to connect its users.
24. Write short notes on WAN?
Wide Area Network-WAN consist of computer systems that are further apart and
are connected by telephones lines or radio waves. Data is send over the Telephone
lines as opposed to cables.
25. Write short notes on MAN?
Metropolitan Area Network-MAN is networks designed for a town or city.
26. What is IP address?
Each host computer on the Internet has a unique number called IP address. IP
address is in the format xxx.xxx.xxx.xxx which has xxx is a number from 0 to 255.
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27. What is Domain Name?
Each host computer on the Internet has a unique number called IP address. And
also have a name know as host name. The name of each host computer consists of
a series of words separated by dots.
28. What is DNS server?
A DNS server translates the numeric IP addresses to the corresponding Domain
name.
29. What is Client Server Model?
It is a network architecture in which each computer on the network is either a
client or a server. Servers are powerful computer that offers services to the client computers.
Clients are system in the network which requests the service from the server.
30. Write short notes on SMTP?
SMTP stands for Simple Mail Transfer Protocol. This is used to transfer e-mail in
the internet.
31. What is USENET?
USENET is a distributed system of messages like a worldwide chat system
because so many messages are send every day; they are divided into news groups. With
each news groups concentrating on one topic.
32. What do you mean by World Wide Web?
WWW is a distributed system of inter linked pages that include text, pictures,
sound and other information. It enables easy access to the information available on the
internet.
33. Write short notes on HTTP?
Http is application protocol with the lightness and speed necessary for the
distributed collaborative hypermedia information system.
34. What is FTP?
The basic Internet File Transfer Protocol. FTP, which is based on TCP/IP,
enables the fetching and storing of files between hosts on the Internet.
35. What is GUI?
Graphical User Interface - Refers to the techniques involved in using graphics,
along with a keyboard and a mouse, to provide an easy-to-use interface to some program.
36. What is URL?
URL stands for Uniform Resource Locater. Three are two types of URL
Absolute URL – This include complete path to the file location including all the names of
directories and sub directories. Relative URL – These are like shorthand that tells the browser to
go backward one or more directories to find the file.
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37. Define SCML?
The Source Code Markup Language (SCML) is a formatting language that can be used to
create templates for source code that needs to be output by Flick.
38. What is Mailing List?
A group of users with a shared interest, whose e-mail address are kept in an electronic list
that can be used to send e-mail to each member on the list.
39. What are the key elements in a protocol. ?
1) Syntax - Includes data format and Signal levels
2) Semantics – Includes control information for co-coordinating & Error
handling
3) Timing – Includes speed matching and sequencing
40. What is HTML?
HyperText Markup Language. This is a file format, based on SGML, for hypertext
documents on the Internet. It is very simple and allows for the embedding of images, sounds,
video streams, form fields and simple text formatting. References to other objects are embedded
using URLs. HTML is a plain text file with commands <markup tags> to tell the Web browsers
how to display the file.
41. What is Web Advertising?
Web advertising is the action of promoting your website using online advertising
tools, techniques and methods proven to get the results you are looking for.It is used
simultaneously as online advertising. Online advertising is basically the action of actively
promoting your new business.
42. List the basic web advertising principles?
Keep ads for outside companies on the periphery of the page. Keep ads as small and
discreet as possible relative to your core homepage content. If you place ads outside the
standard banner area at the top of the page, label them as advertising so that users don’t
confuse them with your site’s content. Avoid using ad conventions to showcase regular
features of the site.
43. What are banner ads?
A web banner or banner ad is a form of advertising on the World Wide Web.
This form of online advertising entails embedding an advertisement into a web page. It is
intended to attract traffic to a website by linking to the website of the advertiser. The
advertisement is constructed from an image (GIF, JPEG, PNG), JavaScript program or
multimedia object employing technologies such as Java, Shockwave or Flash, often
employing animation, sound, or video to maximize presence.
29