Web Advertising – Is It Really Worth It?

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of the direct marketer to turn the browsing viewers into sales prospects.
III. The emphasis, simply due the nature of the medium, is more likely to be on sales promotion type tools to entice the viewers to visit an ad and from then on constantly refreshing the content and creative treatment, to ensure that they revisit it (Steyn, 1996)

The introduction of interactive marketing begins an era where customers will choose the advertising they wish to see, when they want to see it. Consumers of today are evermore demanding personalized attention from businesses that wish to serve them. The modern consumer wants to know what product he is buying, what its characteristics are, how he can expect it to perform, what alternatives he is faced with and why he should pay the asking price for it. Interactive marketing on the Internet provides an ideal medium for the satisfaction for all of the demands of today’s consumer.
Online shopping is an element of interactive marketing that has ...

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The Internet is not yet a proven advertising medium that as such is untested, unregulated and unrefined. This very situation often results in wise businesses approaching Internet advertising companies that possess the necessary expertise to advertise effectively on the Internet.
The origins of Web advertising are ironically rooted in what many consider as a frustrating method called “spamming” where messages concerning products or business information were sent at random to Internet users e-mail addresses. This form of advertising can be likened to common junkmail.
Thousands of businesses have established a home page on the Internet which offers a wide variety of information ...

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