And, they will try using the 'Net to convey its traditional advertising messages. They may learn HTML, how to link documents, and the mechanical fundamentals of interactivity. It'll be an easy sell for an account executive to convince a client that they need to establish a Web presence. These endeavors ultimately will fail, though, because the principles of advertising are conceptually different from the underlying foundations of computer-mediated communication.
Advertising is first and foremost one way.
It's win-win only if the buyer actually gets value from the product or service. The relationship of advertising, though, is not participatory. The 'Net, and the Web in particular, are interactive in nature. Sites that do not allow this kind of interactivity, in which the audience shapes the message, will be short-lived, because they contradict the nature of the medium. Kinda like having an audio signal on a billboard near a freeway.