ABSTRACT
T his chapter will chart the development of the Internet, detailing the range ofcommunication possibilities the Internet offers to advertising such as email, e-commerce, search, banner adverts, viral marketing and user generated content. The chapter will combine detailed case study examples with a broader analysis of business and market trends to assess both the characteristics and impact of the Internet and interactive advertising. In terms of relevance, it is an exciting time for online advertising, with a growing proportion of ad spend being invested into digital campaigns. Marketers are increasingly devoting more of their time and budget into connecting with an audience which is on the go and wants access to information at its fingertips.
