Exploiting the Internet
Roderick White
Internet advertising is, worldwide, the fastest-growing medium and surveys have led internet promoters to suggest it should have a far larger share of adspends than the 3–5% achieved in most developed markets to date.
After a shaky start, not helped by the dotcom bust, the internet is steadily gaining advertisers' attention and the ways in which it can be used are expanding (9).
Much commentary on internet advertising methods occurs online, and comes from sources that are to a large extent parti pris, so it is difficult to take a balanced and objective...