Push Technologies Push technologies, or webcasting technologies, allow companies to "push" a message to consumers rather than waiting for them to find it. Push technologies dispatch web pages and news updates and may have sound and video geared to specific audiences and even individuals. For example, a manager whose job responsibilities involve corporate finance might log on to his or her computer and find new stories are automatically there on the economy, stock updates, or a summary of a speech by Alan Greenspan. Companies provide screen savers that automatically "hook" the viewer to their sites for sports, news, weather reports, and/or other information that the viewer has specified. Users can use personalization—that is, they can personalize their sites to request the kinds of specific information they are most interested in viewing. For example, if you are into college sports, you can have updates sent to you through sites providing college sports information. The service is paid for by advertisers who flash their messages on the screen.
Links While considered by some as not a type of advertising, links serve many of the same purposes as are served by the types discussed above. For example, a visitor to one site may click on a link that provides additional information and/or related materials at another site. At the bottom of the homepage at women.com are a number of links to magazines, including Cosmopolitan and Good Housekeeping among others. Clicking on one of these takes you to the magazine's site and usually a pop-up for a subscription to the magazine appears.
Other forms of advertising, such as ads placed in chat rooms, are also available. Given the limited use of many of these alternatives, we suggest the reader consult additional resources for more information.
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