Companies spend billions of dollars every year to advertise their products. In order to convey their commercial messages to their target audiences, they use communication vehicles such as newspapers, magazines, radio, television, billboards, direct mail, and the Internet which is commonly known as media. There are two types of media, each with a defined audience. Mass media delivers messages to a widespread, anonymous audience while niche media reaches a narrowly defined audience with unique demographic characteristics or specific interests (Li). Examples of mass media are newspapers, magazines, television and radio while cable television and direct mail are examples of niche media. The Internet was started in early 1994. The internet differs from other media vehicles because it serves not only as a communication channel but also as a transaction and distribution channel (Li). Hairong Li continued to state that consumers can get information and make purchases and payments all through the Internet. The Internet can be described as niche media because it targets towards certain in......

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