David Donnelly examines the commercialization of the Internet and considers the implications of the advertising applications of the Net After noting the history of advertising on other media and the unique attributes of the Internet context, the chapter examines new marketing and promotion techniques available on the Net The author suggests a set of safeguards that may avoid negative consequences of increased commercialization of the Net.
Donnelly, D. (1999). Selling On, Not Out, the Internet. In G. Gumpert and S. Drucker (Eds.) Real Law@ Virtual Space: Communication Regulations in Cyberspace (pp. 287-302). Cresskill, N.J.: Hampton Press.
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