Beginning of Essay
? Web advertising, not to mention the Internet itself, is still relatively new and therefore provides marketers with challenges that need to be dealt with, with caution. The realm of Web advertising is in uncharted territory. What implications will this new tech ....

Middle of Essay
.... has three core characteristics: I. Offers much more information than a television advertisement. II. Requires the conventional copywriting skills combined with those of the direct marketer to turn the browsing viewers into sales prospects. III. The emphasis, simply due the nature of the medium, is more likely to be on sales promotion type tools to entice the viewers to visit an ad and from then on constantly refreshing the content and creative treatment, to ensure that they revisit it (Steyn, 1996) The introduction of interactive marketing begins an era where customers will choose the advertising they wish to see, when they want to see it. ....