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Internet Advertising
The Medium is the Difference

Authors:

Xavier Drèze
Fred Zufryden

Publisher:

Consumption Markets and Culture
Vol. 4(1), 2000, 23-37

Abstract:

The underlying full-duplex networked organization of the Internet transforms the traditional one-way relationship between advertisers and consumers that is inherent in standard advertising. Internet content providers take on both the roles of conduits and interaction enablers in a two-way interaction with prospective consumers.