oncerning 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 such as: descriptions of the company and its products; a company catalogue describing products features, availability and pricing, company news, opportunities to speak with staff members, employment opportunities and the ability to place an order before leaving the site. Web advertising is becoming more and more a vital component of a firms advertising budget and therefore demands sensible and rational consideration and planning. It is vital for an organization considering an Internet marketing strategy to effectively coordinate each component. The bottom line is that the organization is putting themselves into the global marketplace.The direct set up costs to the marketer are likely to be in excess of $10,000 for an above-average site but, further to this cost, are the costs of site maintenance, enhancements and server storage. Driven by increases in usage particularly among frequent Web surfers and the availability of inexpensive Web access, Web advertising expenditures will reach $2.46 billion in 2000, according to Web Advertising 1997: Market Analysis & Forecast. Importantly, this continuous growth is consistent and stable, reinforcing the conclusion that marketers are increasingly recognizing the importance of the medium as part of the full media mix, whether its for brand marketing, direct marketing, retailing or customer service. The 1997 fourth quarter revenue figure marked the eighth record-setting quarter in a row. Total revenue in the first quarter of 1997 were $129.5 million, the second quarter posted $214.4 million, with the third quarter reporting revenue of $227.1 million. 1997 was definitely a breakthrough year for Internet advertising, said ...
