This article provides a wide-ranging view of issues addressing how advertisers can proceed on the Internet and World Wide Web. The article traces the development of Web advertising from its very beginnings as it was represented and discussed in the pages of i Advertising Age /i . Although there is a noticeable trend to define Web advertising by comparing it to traditional media, it is clear that Web advertising just won't fit the old mold. Keith Reinhard of DDB Needham articulates this linkage between the old and new in his invited chapter. Furthermore, there are numerous discussions on consumer and advertiser interactivity, the role of Web advertising within larger campaigns, audience segmentation, and alternative Web-based promotion formats. The five sections cover definition and theory, structure, specific applications, legal issues, and the voice of the practitioner.
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