cb on web

cb on web -...

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http://faculty.stonehill.edu/glantos/Lantos1/ba342.htm Consumer Behavior On The World Wide Web Some of the exercises contain ads taken from the Internet which you are asked to evaluate in light of consumer behavior concepts as well as what makes for effective Web ads. Other exercises ask you to search the Internet to find ads or to interact with consumer-oriented Websites. The purpose of this section is to give you an introductory background to the Internet to help you to do this. An Overview of Cyberspace and Cybercommunication The World Wide Web ( WWW or “ Web” ), the most popular component of the Internet (“Net”) and the main commercial component, is that portion of the Internet servers that support a graphical interface retrieval system which organizes information into thousands of interconnected pages or documents called Web pages ( home pages , start pages , welcome pages , landing pages )—the introductory page or opening screen of a Websites), making navigation simple and exciting. The Web is a digital medium that combines sound, graphic images, video, and hypertext on a single page. Each home page is like a book cover or gateway, acting as the starting point to additional information. Content providers are the parties that provide information on the WWW known as Websites , which consist of one or more Web pages with related information about a particular topic, usually overlaid with graphics. Today marketing content providers include companies, direct marketers, electronic retailers ( e-tailers ) and other organizations that have their own Websites, as well as Websites that contain secondary data. The WWW is that portion of the Internet most heavily used by advertisers (the other components, which are beyond the scope of this book, are instant messaging or electronic relay chat; and Usenet discussion groups, newsgroups, and electronic bulletin boards or boards, on which members can read messages on a given topic, post new messages, and respond to existing messages.) On the WWW Netizens —those who spend a considerable amount of time on the Internet –can access an immense database of information in a graphical environment through the use of programs called Web browsers —software programs with a graphical user interface that enables the user to display Web pages as well as navigate the Internet. In 1994, the first commercially available Web browser software that accommodated graphics, Netscape Navigator , was released (later followed by Internet Explorer ). People could now navigate in cyberspace by pointing and clicking on icons, making the Internet almost as user-friendly as the original online services (e.g., CompuServe, Prodigy, and America Online, all born during the 1980s). To connect to the Web, one needs to gain access in one of four ways: through a commercial online service (e.g., America Online), a corporate gateway (e.g., AT&T’s WorldNet Service,) a local Internet Service Provider (ISP), or an educational institution. Initially, people found it difficult to find information on the WWW—it was like trying to find
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cb on web -...

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