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Web advertising not to mention the Internet itself finds itself in astage of relative infancy and therefore provides marketers with novelchallenges and situations which need to be dealt with caution The realmof Web advertising is unchartered terri tory In terms of South Africathe country finds itsef somewhat behind technologically However this maynot prove to be a disadvantage as the uncertain nature of Web advertisingmay make a policy of watching and learning most viable Whatimplications will this new technology have for marketing What is thenature of Web advertising How can a business use the medium effectively Where is all this going These questions appear to be most pertinent inthe process of understanding interact ive marketing on the Internet The qualified opinion of John Matthee a Web site designer employed byAdept Internet an Internet service provider was sought in accumulationof a large sum of the following data This seems appropriate as thenovelty of Web advertising at this stage h as led to generral lack ofacademic data in the practicalities of advertising via this medium 21 Original development of the Internet What was originally created bythe US military to provide a secure means of communication in case ofnuclear war which has now become known as the Internet has metamorphosedinto the strategic global communications tool of our era The end of thecold w ar left this massive installed structure - initially dubbedARPANET- without much of a purpose Soon universities major corporationsand governments began to piggyback on to the global framework extendingits reach and commercialising it Known as the N et to aficionados theAvailability of cheap accessible and easy-to-use Net access pointsthroughout the world has seen the number of global Internet users increasedramatically each month While the convenience of electronic mail wasinitial catalyst for Internet growth world wide its the emergence of theWorld Wide Web WWW multimedia interface that has captured the attentionof prospective users across the globe The resources available on the WWWare as varied as
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