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Marketers promote their web site on their usual supports, which means that traditional marketing supports can also supplement online marketing. This is a virtual trap. As mentioned above, for products with less data, the Web cannot substitute mass promotion. Nevertheless, large consumer goods firms have the need for presence on the Web. The Anglo-Dutch group has created more than 40 web sites worldwide for its products involving Faberge Cosmetics, Bird’s Eye Frozen Food. Several decades ago the firms could reach almost 80% of their target audience with 30-second off peak television commercial. Nowadays to reach the same number, they would require 250 prime time slots. On the same grounds, big players in the consumer goods industry are troubling about the future of their primary media: TV versus the development of the Internet. In August 1998, in Ohio, at Procter and Gamble headquarters, an unusual two-day summit took place to discuss these problems.
Summarizing, the Internet marketing is an additional chance for marketers, and surely it changes the rules of the game, but does not danger traditional marketing. The Internet marketing is closely connected with the Internet culture that companies should know for a better sale. The knowledge of the netiquette is necessary for everyone who uses the Internet.
The given article analyzes the Internet culture, the netiquette. This paper demonstrates the importance of the Internet and the Internet culture that is necessary for effective communication via the Internet. The Internet is a medium of communication, the medium of the newly created network society. It summarizes several aspects of the Internet: the problem of social organization via the Internet, the culture of the Internet and via it as well, the influence of the Internet on the market and the marketing via the Internet, the politics and the Internet, the digital divide and the netiquette – code of behavior via the Internet. Having examined the importance of the Internet phenomenon and the possibilities and dangers it represents in marketing, it is clear that traditional marketing and Internet marketing should continue developing, though used as supplementary tools.

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