¡§The Internet will become the primary direct response medium¡
Internet is such a cost effective means of communicating with customers. In the recent years, many advertisers have seen opportunities to advertise on the Internet. But there are still arguments from both sides that whether or not it will become the primary direct response medium in the future.
Direct response advertising seeks to achieve an action-oriented objective such as requesting a free catalogue or brochure offered in a television commercial, or magazine or newspaper ad, a visit to a showroom, an answer to a questionnaire, or the purchase of a product ¡V as a result of the advertising message and without the intervention of a sales representative.
Direct response advertising can use any medium for example, magazines, newspapers, radio, television, direct mail, the Internet, or even posters.
3.1 International Survey of the Internet
As a harmonized measurement of the international Internet community, ACNielsen NetWatch offers an understanding of Internet users across and within major regions of the world. NetWatch covers 16 countries and surveys 149 thousand individuals, capturing the phenomenal growth of this new medium.
Internet ad spending Asia/Pacific ($millions)
Worldwide 3335 6502 10948 16675 24113 33075
>From the projected advertising spending figures above, we can see clearly that online advertising will increase 10% from year 1999 to year 2004 as the online usage increases gradually as well.
3.3 The most important use of the Internet?
NetWatch found that in all but one of the countries surveyed (Philippines), e-mail ranked as the number 1 reason for use.
Table 1Uses for the Internet: Rankings for Selected Countries
Uses Singapore Hong Kong China* Philippines New Zealand Australia US Canada
Email #1 #1 #1 #2 #1 #1 #1 #1
Download Software/Files #3 #5 #3 #5 #4 #4 #4
"Surfing" #2 #4 #...