Re: What is advertising -- on the Internet?

Richard Layman (rlayman@cap.gwu.edu)
Wed, 4 May 1994 08:45:13 -0400 (EDT) 

Date: Wed, 4 May 1994 08:45:13 -0400 (EDT)
From: Richard Layman <rlayman@cap.gwu.edu>
Subject: Re: What is advertising -- on the Internet?
To: cni-modernization@cni.org
In-Reply-To: <Pine.3.85.9405031833.A4277-0100000@hmmm>
Message-Id: <Pine.3.07.9405040811.B28965-a100000@cap.gwu.edu>


I guess the way I think of appropriate advertising on the Internet is 
more akin to the yellow pages.  (I think I read once that 90% of yellow 
pagees users know what they want to purchase, but they don't know where 
to get it.)  The yellow pages are really references.  Users are pre-sold.  
This is different than being exposed to an ad in Time Magazine for cars 
or stereo equipment.

Having servers or whatever links for your business on the Internet is 
like having your own yellow pages.  But, at least the phone company 
drops off a copy of the yellow pages at every house/business where 
there is a phone.  Plus, it's big and yellow, so it's hard to miss.  
Searching/retrieval is much more difficult with the Internet.

Richard Layman
<rlayman@cap.gwu.edu>

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