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Learning Objectives
1 Identify the basic components of the Internet.
There are four main components of the Internet: electronic mail, IRC, Usenet,
and the World Wide Web. Electronic mail (e-mail) allows people to send
messages to one another using the Internet. Internet Relay Chat (IRC) makes it
possible for people to "talk" electronically in real time with each other, despite
their geographical separation. For people with common interests, Usenet
provides a forum for people with common interests to share knowledge in a
public "cyberspace" that is separate from their e-mail program. The World Wide
Web (WWW) allows people to access an immense "web" of information in a
graphical environment through the use of programs called Web browsers (such
as Netscape and Internet Explorer).
2 Identify the Internet media available for communicating over the World
Wide Web.
E-mail allows users to communicate much as they do using standard mail.
People who wish to discuss specific topics through the Internet often join
electronic mailing lists. Thousands of mailing lists are available on an incredible
variety of topics. A message sent to the list's e-mail address is then re-sent to
everybody on the mailing list. Usenet is a collection of discussion groups in
cyberspace. People can read messages pertaining to a given topic, post new
messages, and answer messages. The World Wide Web (WWW) is the "web" of
information available to most Internet users, and its graphical environment makes
navigation simple and exciting. Of all the options available for Internet marketers,
the WWW holds the greatest potential as an advertising medium.
3 Describe the different types of search engines used to surf the Web.
In a hierarchical search engine, such as Yahoo!, all sites fit into categories.
Collection search engines, such as AltaVista, use a spider, which is an
automated program that crawls around the Web and collects information. With a
concept search engine, a concept rather than a word or phrase is the basis for
the search. The top sites that match the concept are listed in order after a
search. The newest technique, robot search engines, employs robots ("bots") to
do the "legwork" for the consumer by roaming the Internet in search of
information fitting certain user-specified criteria. A portal is a starting point for
Web access and search.
4 Describe the different advertising options on the Web.
Banner ads are paid placements of advertising on other sites that contain
editorial material. A pop-up ad is an Internet advertisement that appears as a
Web site page is loading or after a page has loaded. E-mail can be used to
customize a message for thousands or even millions of receivers. A corporate
home page is a Web site where a marketer provides current and potential
customers information about the firm in great detail. A variation on the corporate
Web site is the virtual mall, which is a gateway to a group of Internet storefronts
that provide access to mall sites by simply clicking on a category of store.
5 Discuss the issues involved in establishing a site on the World Wide
There are three key issues to successfully establishing and maintaining a site on
the World Wide Web: getting surfers to come back by creating a "sticky" site;
purchasing keywords and developing a domain name; and promoting the Web