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, captu

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Johnson, B. Internet advertising jumps 80% to $359 mil InterMedia tries to speed reports of Net spending/Advertising Age. [Online]. Available: http://adage.com/. [1999, Oct].

Wells, W., Burnett, J. & Moriarty, S. (2000). Advertising Principles and Practice (5th ed). New Jersey: Printice-Hall.

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