Web: Advantages and Disadvantages Target Marketing Message Tailoring Interactive Capabilities Information Access Sales Potential Creativity Exposure/Speed AdvantagesDisadvantages Complement to IMC Poor reach Site Stability Annoyance Potential for deception Measurement problems Clutter Privacy High Targetability & Involvement Message/Offer Tailoring – Ad Serving Capability Interactive Audio/Video Layered Information Access Commerce Potential Availability & Self-pacing Short Lead/Change Times Measurable Poor reach Annoyance Potential for deception Demographics Measurement Problems Clutter Privacy