However, many companies have not recognised this. Compared to traditional media, costs on the Internet are fairly low. The costs of setting up a web site ranges from several hundred dollars to as much as several million dollars depending on the companies objectives and resources. This means that even a small company can take advantage of the Internet. But prices are rising sharply as demand increases.
Novel webpages are very important in attracting new or repeat visitors.
The Internet offers high measurability by the use of software registration processes. But which criteria should be used to measure Internet success is still being debated. This also depends on the companies objectives as well as the measurability options the company requires. Without any clear objectives, investment measurability seem pointless. The advertiser must assess what he wants to achieve through an Internet presence.