Multimedia as a positive force to leverage web marketing, with particular reference to the commercial sector

Abstract

The Internet (World-Wide-Web) has opened a whole new dimension into advertising, and there is little doubt that audio and video- the basic components of conventional advertising, will play a role there as well. However, time delays due to bandwidth limitations - the ability of the Internet to handle the vast quantity of information which it distributes - limit the viability of utilising multimedia for advertising, and the application is still in its infancy. The objective of this paper is to explore the unique nature of the World-Wide-Web and to attempt to define specific areas where multimedia will present opportunities for advertising, taking into account these unique attributes. The paper first discusses the main factors asso­ciated with traditional advertising. It proceeds to discuss the main attributes of the Web and how advertising is currently effected via this medium. Finally, it discusses the components of multimedia and how these can be effectively utilised to promote advertising strategy within the Web environment.