Answer to Question 1
Two primary types of media are now used by organizations to communicate with consumers on the Internetemail and the World Wide Web.
Email allows marketers to communicate their messages much as they do using standard mail. Unfortunately, this type of direct marketing on the Internet is equal to spamming -- sending those unsolicited emails that are sure to turn off consumers. Widespread email advertising took some time to materialize due to significant consumer resistance to marketers' direct mailings to personal email addresses. Marketers have addressed this concern by turning to opt-in email, by which they obtain the individual's consent before adding an email address to their databases. In this way, they can collect addresses and profiles that will allow advertisers to direct email to narrowly defined groups. So email allows ad messages to be tailored and customized in very specific ways, unlike other media formats.
The World Wide Web is a universal database of information available to most Internet users, and its graphical environment makes navigation simple and exciting. Of all the options available for Internet advertisers, the Web holds the greatest potential. It allows for detailed and full-color graphics, audio transmission, delivery of in-depth messages, 24-hour availability, and two-way information exchanges between the advertiser and customer. There is one great difference between the Web and other cyber advertising vehiclesit is the consumer who actively searches for the advertiser's home page.
Answer to Question 2
B
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