He is the author of seven science fiction and fantasy novels. The Rules By Susan J. Marks W hether a company is a garage-based startup or a global category killer, using the Internet for business adds a new dimension to its advertising. And it helps those same businesses develop a customer over time. That ability to nurture or court a potential customer can make a difference in the crowded online marketplace. The days of creating a really cool Web site and having people just find it and come to it are gone.
Most advertising is premised on interruption.
In most forms of advertising, they talk to you as if you are a total stranger. Online, if you give me your e-mail address, I know exactly who you are and can contact you as you. I can take complicated subjects and teach them to you over time, which you can't do in a print ad or television commercial. To understand how Shereshewsky uses this term, consider a product normally sold direct. When a person watching TV sees an ad for The Greatest Hits of Tammy Wynette on cassette or CD, a phone number flashes on the screen and the person either buys or doesn't.