The virtual marketplace is convenient for all customers because it can be accessed 24/7. However, according to foresitecomputing.com (2005) �There are millions upon millions of web sites for all to see, and thousands of new pages are being added every day.� (http://www.foresitecomputing.com/html/free_info.html, December 17, 2006) This notion makes it very difficult for marketers to utilize the World Wide Web as the only avenue to market their products and services, because surfing the World Wide Web requires special skills that only come with practices. Thus, as a virtual marketer, DiTech.com is required to utilize other alternative media such as television, billboards to build brand awareness and attract people to its virtual office. Advertising is not only for customers� attraction, but it also uses to build brand equity. (Kotler & Keller, 2005) Additionally, DiTech.com also realizes that surfing the net requires special skills. Therefore, it decided to build its brand awareness by beseeching borrowers to contact the Company�s call center or to visit the Company�s web site w......

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