The first newspaper ad was published in 1672 and offered a reward for the return of 12 stoles horses. The first regularly published newspaper in America, the Boston News-Letter, began running ads in 1704. Benjamin Franklin made them more legible 25 years later by using larger headlines. (Advertising)

Internet advertising has grown over the last several years. In 1995, around $54.7 million was spent, $300 million in 1996, $1 billion in 1997, and around $2 billion was spent on internet advertising in 1998 (O’Guinn,p.542). With this steady growth there has been an increasing need for industry standards.

The Interactive Advertising Bureau (IAB) was founded in 1996 to oversee the relatively new business of online advertising and to create some sort of industry standard. Its goals are to provide an

There are several incentives associated with advertising on the internet. Banner ads cost $5-$50 per thousand to reach the public, while direct mail averages $50 to reach the same 1,000 consumers (Mack). A full-page newspaper ad in the top 10 markets costs an average of $120 and a free standing insert cost $25-$40. A 30-second television on a local TV station ranges from $4,000 during a movie to $45,000 for time on a higher-rated show. A 30-second spot on Network TV costs from $80,00-$600,000 and a 30-second spot in prime time cable TV runs between $5,000-$8,000 per thousand. An ad in a regional edition of a national magazine about $50 and an ad in a local magazine costs about $120. A short-term ad on a 14 by 18 billboard in a top 10 market cost from $5,000-$25,000 while a 60-second radio commercial ranges from $200-$1,000 depending on the time of day the ad runs. (The Wall Street Journal)

d promote the effectiveness of interactive advertising to advertisers and agencies, to serve as the key advocate on behalf of sellers of interactive advertising, to increase the share of advertising and marketing dollars that interactive media capture in the marketplace and to be the primary source of information and expertise about interactive advertising and marketing for its members and for the advertising community at large (Shelby).

The top ten Internet advertisers represent over 50 percent of internet advertising. These advertisers are Microsoft, IBM, Excite, Yahoo!, Netscape, Infoseek, Lycos, General Motors, AT&T and Compaq (O’Guinn,p.546).

Corporate home pages and banner ads are two methods of establishing presence on the Web. Other ways include virtual malls, online coupon distribution, support for event marketing, and sales support that promotes one-to-one contact between marketers and customers (O’G

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