In practice, great achievements are being made in the sphere of Web advertising as the initial novelty of the concept wears off and experts in the field become more accustomed to the characteristics and dynamics of the Internet as an advertising tool.

Internet advertising companies that possess the necessary expertise to advertise effectively on the Internet. The Internet's lack of intrusiveness as a medium (see Section 7) implies that direct marketing requires action by the consumer. In order to induce this required action, an advertiser needs to know his audience intensely in order to be able to entice brows ers to enter the site.

Web advertising Channels The origins of Web advertising are ironically rooted in what many consider as a frustrating method called 'spamming' whereby messages concerning products or business information were sent at random to Internet users e-mail addresses. This crude form of advertising can be likened to common junkmail found in a postbox among things of relevance such as personal mail and bills. Things have progresses somewhat and a number of channels have become available to the business interested in Web advertising and rega rdless of which channel is decided upon it is common practice to approach an online agency for aide.

When a company decides to open an electronic storefront it has two choices: 1 - The company can open its own store on the Internet through a Web server or 2 - The company can buy a location on commercial online service. The online service will typically design the electronic storefront for the company and advertise its addition to the shopping mall for a limited period of time.

Placing Advertisements Online A number of ways exist for companies or individuals or companies who wish to place advertisements on commercial online services. Firstly, major commercial online services offer an advertisement section for listing classified advertisements whereby the ads are listed according to when they arrived with the most recent arrivals topping the list. Secondly, ads can be placed in certain newsgroups that are set up for commercial purposes. Thirdly, ads can be placed on online billboards. This method can be irrit ating to the browser because the advertisements appear while subscribers are using the service even though they did not request an ad.

Companies are increasingly recognising the importance of applying a full-systems perspective in using their communication tools. The aim is to set the overall communication budget and the right allocation of funds to each communication tool. Web advertis ing is becoming a more and more vital component of a firm's advertising budget and therefore demands sensible and rational consideration and planning. The dynamics and relative novelty of Web advertising makes it crucial that the progressive business, which is proposing a Web advertising campaign, draw up a comprehensive advertising program.

It is vital for organizations that are considering an Internet marketing strategy to effectively coordinate each component. The bottomline is that organizations are putting themselves into the global marketplace. It is thus important for people to be critical of what works well and what meets their need with an Internet marketing strategy. By using the standard advertising program process as a base, it is simple to outline the characteristics of the Internet which a business must take into consideration when planning a Web advertising campaign.

Advertising Program Process In developing an advertising program, marketing managers must always start by identifying the target market and buyer motives. This applies, perhaps even more so, to the new advertising alternative represented by the Internet. Web advertising provides a special challenge to marketers and planners due to its relative infancy, which brings previously un-encountered circumstances to the fore. In terms of internal strengths and weaknesses, it is common practice at this stage in Web advertising for businesses to approach Internet service providers to manage the intricacies of advertising on the Internet.

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