numbers reflect self-reported revenue figures from more than 800 sites, each of which has at least $5,000 a month in online ad revenue. The survey gets a 90 percent response rate, according to Peter Petrusky, who oversees the study for Coopers & Lybrand. The growth of ads for consumer goods was particularly noteworthy given that ads for computers and related products had been dominant since the Web's inception. Ads for consumer goods were responsible or 30 percent of revenue in the second quarter, up from 17 percent in the first quarter. Following consumer goods were financial services (22 percent of total spending), computer goods (21 percent), and new media and telecommunications (7 percent each). LeFurgy said the growth demonstrated that consumer-goods companies were "moving out of an experimental mode and into a commitment mode" on the Web. In conclusion, the client above used this information to evaluate the effectiveness of the advertising. They determined that the advertising was memorable, but that the public tended not to recall the message the client was trying to portray. They were able to make changes to the advertising to better communicate the intended message. All of these types of marketing are attempts to find and reach the elusive and demanding consumer. However, one of the most interesting of these responses is it grows out of the conviction that the only way for marketing to be effective with the consumer of today is to radically change and become subversive. The marketing techniques, advertising, and promotion used by todays companies help consumer goods and services sell quickly....
