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10 Introduction The Internet will become the primary direct response medium Internet is such a cost effective means of communicating with customers In the recent years many advertisers have seen opportunities to advertise on the Internet But there are still arguments from both sides that whether or not it will become the primary direct response medium in the future 20 Direct response advertising Direct response advertising seeks to achieve an action-oriented objective such as requesting a free catalogue or brochure offered in a television commercial or magazine or newspaper ad a visit to a showroom an answer to a questionnaire or the purchase of a product V as a result of the advertising message and without the intervention of a sales representative Direct response advertising can use any medium for example magazines newspapers radio television direct mail the Internet or even posters 30 Internet Trend 31 International Survey of the Internet As a harmonized measurement of the international Internet community ACNielsen NetWatch offers an understanding of Internet users across and within major regions of the world NetWatch covers 16 countries and surveys 149 thousand individuals capturing the phenomenal growth of this new medium 32 Internet ad spending Internet ad spending AsiaPacific millions 199920002001200220032004 Japan11723445978912621944 Australia235199171273404 China81640100220440 Taiwan9234890161272 South Korea513254886145 New Zealand259162639 Total118351700125120963361 Worldwide3335650210948166752411333075 Source from NetMedia magazine From the projected advertising spending figures above we can see clearly that online advertising will increase 10 from year 1999 to year 2004 as the online usage increases gradually as well 33 The most important use of the Internet NetWatch found that in all but one of the countries surveyed Philippines e-mail ranked as the number 1 reason for use Table 1Uses for the Internet Rankings for Selected Countries Uses Singapore Hong Kong China Philippines New Zealand Australia US Canada Email 1 1 1
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