The Rise of the Internet - The New Force of the Consumer
The Rise of the Internet - The New Force of the Consumer

Summary/Abstract: Even before the boom of the dot-com industry, marketers have thought of Internet as a potential advertising environment. Predictions about what would come next in Internet, technology, advertising or commerce and how such changes would impact the consumer behavior were regarded as too futuristic when they were released. But in most cases, the reality exceeded even the most daring predictions. The present article is a study of the mechanisms that ensured the success of Internet as an efficient advertising media, and will discuss the growing role of the Internet in the modern advertising world, against the evolution of the powerful media, that is Television. We will try to observe closely the development of the Romanian Internet landscape, following in the development of this ―new media‖, its advantages and the reach of the targeting beyond any other media. The importance of such a study is essential for the Romanian advertising industry and the marketing specialists alike, as we are discussing not just of an industry, but of a new chapter in the human history.

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