전자상거래, 기말고사 대체 과제

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The holy grail of advertising and marketing is to deliver the right message to the right person at the right time. If this were possible, no one would receive ads they did not want to see, and then no advertising dollars would be wasted, reducing the costs to end users and increasing the efficiency of each ad dollar. In the physical world, only a very rough approximation of this ideal is possible. Advertisers buy television and radio spots, newspaper ads, and billboards based on broad demographics and interests of likely potential customers. The Internet promised to change this by gathering personal information on consumers and targeting ads to just the desired group of people based on their personal characteristics, interests, and recent clickstream behavior. Consumer personal information was gathered through the use of cookies placed on the user's browser, which tracked their behavior and purchases online and could be matched with offline information as well.

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