On-line Advertising and the Internet Content Industry Applied to on-line content the advertising model leads to similar problems like in the traditional media. Dependence on advertising revenue puts pressure on content providers to consider advertising interests. Nevertheless new difficulties caused by the technical structure of online media, missing legal regulation and not yet established ethical rules, appear.

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Advertising and the Content Industry - The Coca-Cola Case Attempts to dictate their rules to the media has become a common practice among marketers and the advertising industry. Similar as in the Chrysler case, where the company demanded that magazines give advance notice about controversial articles, recent attempts to put pressure on content providers have been pursued by the Coca-Cola Company. According to a memo published by the New York Post, Coca-Cola demands a free ad from any publication that publishes a Coke ad adjacent to stories on religion, politics, disease, sex, food, drugs, environmental issues, health, or stories that employ vulgar language. "Inappropriate editorial matter" will result in the publisher being liable for a "full make good," said the memo by Coke advertising agency McCann-Erickson. Asked about this practice, a Coke spokes person said the policy has long been in effect. (Source: Odwyerpr.com: Coke Dictates nearby Editorial. http://www.odwyerpr.com)

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Actual Findings on Internet Advertising Although Web advertising becomes a significant portion of marketing budgets, advertisers are still unsure on how to unlock the potential of the Internet. Current findings show that: - Consumer brands spend only a fraction of their advertising budget on on-line advertising. - Technology companies spend five times more on advertising in the WWW. - While banner campaigns are still popular, there is no standardized solution for on-line advertising. - Ad pricing is based on CPM (costs per 1.000 visitors), rather than on results. - Personalized targeting has not yet taken hold. Instead advertisers mainly target on content. At the moment three dominant models are used for Internet advertising: Destination Sites: They use entertainment, high production values and information to pull users in and bring them back again. Micro Sites: Content sites or networks host small clusters of brand pages. Banner Campaigns: Those include other forms of Web advertising like sponsorships.

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"Attention Brokerage" "Attention Brokerage" is one of the latest developments in the field of online advertising. The first Web-site applying the concept of selling and buying attention is Cybergold. Users, who want to earn money have to register and then look at ads, which, of course, they have to prove by e.g. downloading software. Attention, according to this idea, represents a good, which is worth being paid for.

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Assembly line An assembly line is an industrial arrangement of machines, equipment, and workers for continuous flow of workpieces in mass production operations. An assembly line is designed by determining the sequences of operations for manufacture of each product component as well as the final product. Each movement of material is made as simple and short as possible with no cross flow or backtracking. Work assignments, numbers of machines, and production rates are programmed so that all operations performed along the line are compatible.

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Division of labor The term refers to the separation of a work process into a number of tasks, with each task performed by a separate person or group of persons. It is most often applied to mass production systems, where it is one of the basic organizing principles of the assembly line. Breaking down work into simple, repetitive tasks eliminates unnecessary motion and limits the handling of tools and parts. The consequent reduction in production time and the ability to replace craftsmen with lower-paid, unskilled workers result in lower production costs and a less expensive final product. The Scottish economist Adam Smith saw in this splitting of tasks a key to economic progress by providing a cheaper and more efficient means of producing economic goods.

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