Using Digital Interactive Media and Direct Mail, 538

A Brief History of the Internet and the World Wide Web, 544
Web Portals, 545
Google and Internet Search, 545
The Internet Audience, 549
Types of Internet Advertising, 556
Problems with the Internet as an Advertising Medium, 559
Using the Internet in IMC, 560

Seeking Standardization, 561
The Promise of Enhanced Tracking, 562

Pricing Methods, 564
The Cost of Targeting, 564
Stretching Out the Dollars, 565

DVD Catalogs and Magazines, 567
Kiosks, 568
Interactive TV, 568
Cell Phone Advertising, 568

Growth of Direct Mail, 571
Types of Direct-Mail Advertising, 571
Using Direct Mail in the Media Mix, 572
Buying Direct-Mail Advertising, 572