1.) WEB ADVERTISING - Introduction Web advertising, not to mention the Internet itself, finds itself in a stage of relative infancy and therefore provides marketers with novel challenges and situations which need to be dealt with caution . The realm of Web advertising is unchartered territory! In terms of Macedonia, the country finds itself somewhat behind technologically (compared with West European countries and the US). However, this may not prove to be a disadvantage as the uncertain nature of Web advertising may make a policy of 'watching and learning' most viable. What implications will this new technology have for marketing? What is the nature of Web advertising? How can a business use the medium effectively ? Where is all this going ? These questions appear to be most pertinent in the process of understanding interactive marketing on the Internet. The qualified opinion of John Matthee, a Web site designer employed in an Internet service provider, was sought in accumulation of a large sum of the following data. This seems appropriate as the novelty of ......

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