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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The public relations industry, the same as advertising, is concentrated in the hands of few dominant firms. Still, the striking element about corporate public relations is that PR firms are tightly related to advertising companies. Nine out of the ten biggest international PR agencies have close ties with the advertising industry. Also, looking at the largest acquisitions involving U.S. PR firms from 1997 to 1999 it is apparent that money coming from advertising agencies has played an important role.
Table: Top 10 PR Firms 1998
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With many PR agencies sold to advertising companies, the advertising industry's influence further increases; enabling them to offer their clients not only advertising services, but also know-how in marketing, public opinion, crisis and issues management and political lobbying.
Table: Acquisition of PR Agencies (1997 - 1999)
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Source: Odwyerpr.com.
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Kevin Warwick at the University of Reading works on implant technologies which could enhance or modify functions of the limbs and the brain, or bring back functionalities lost, for example, in an accident or as a consequence of a stroke. Implants are also used for identification in "intelligent buildings" where they serve to control "personnel flows". However, the real potential of electronic implants seems to lie in the field of electronic drugs. The basics of the brain computer interface are already explored, and there are now efforts to electronically modify the function of the mind. Large software and IT companies are sponsoring this research which could result in the commercialisation of electronic drugs, functioning as anti-depressants, pain killers and the like. Evidently, the same technologies can also be used as narcotic drugs or to modify people's behaviour. The functioning of body and mind can be adapted to pre-defined principles and ideals, their autonomous existence reduced and subjected to direct outside control.
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Public relations usually is associated with the influencing of public opinion. Therefore it has subsequently been linked with propaganda. Using one of the many definitions of propaganda "... the manipulation of symbols as a means of influencing attitudes on controversial matters" (Harold D. Lasswell), the terms propaganda and PR seem to be easily interchangeable.
Still many authors explicitly distinguish between public relations, advertising and propaganda. Unlike PR, which is often described as objective and extensive information of the public, advertising and propaganda are associated with manipulative activities. Nevertheless to treat public relations and propaganda as equivalents stands in the tradition of PR.
Also institutions like the
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1971 IBM's work on the Lucifer cipher and the work of the NSA lead to the U.S. Data Encryption Standard (=
1976
1977/78 the
1984 Congress passes Comprehensive Crime Control Act
- The Hacker Quarterly is founded
1986 Computer Fraud and Abuse Act is passed in the USA
- Electronic Communications Privacy Act
1987 Chicago prosecutors found Computer Fraud and Abuse Task Force
1988 U.S. Secret Service covertly videotapes a hacker convention
1989 NuPrometheus League distributes Apple Computer software
1990 -
- Charles H. Bennett and Gilles Brassard publish their work on Quantum Cryptography
- Martin Luther King Day Crash strikes AT&T long-distance network nationwide
1991
- one of the first conferences for Computers, Freedom and Privacy takes place in San Francisco
- AT&T phone crash; New York City and various airports get affected
1993 the U.S. government announces to introduce the
1994
- the
1990s work on quantum computer and quantum cryptography
- work on biometrics for authentication (finger prints, the iris, smells, etc.)
1996 France liberates its cryptography law: one now can use cryptography if registered
- OECD issues Cryptography Policy Guidelines; a paper calling for encryption exports-standards and unrestricted access to encryption products
1997 April European Commission issues Electronic Commerce Initiative, in favor of strong encryption
1997 June PGP 5.0 Freeware widely available for non-commercial use
1997 June 56-bit DES code cracked by a network of 14,000 computers
1997 August U.S. judge assesses encryption export regulations as violation of the First Amendment
1998 February foundation of Americans for Computer Privacy, a broad coalition in opposition to the U.S. cryptography policy
1998 March
1998 April NSA issues a report about the risks of key recovery systems
1998 July
1998 October Finnish government agrees to unrestricted export of strong encryption
1999 January RSA Data Security, establishes worldwide distribution of encryption product outside the USA
- National Institute of Standards and Technologies announces that 56-bit
- 56-bit DES code is cracked in 22 hours and 15 minutes
1999 May 27 United Kingdom speaks out against key recovery
1999 Sept: the USA announce to stop the restriction of cryptography-exports
2000 as the German government wants to elaborate a cryptography-law, different organizations start a campaign against that law
- computer hackers do no longer only visit websites and change little details there but cause breakdowns of entire systems, producing big economic losses
for further information about the history of cryptography see:
for information about hacker's history see:
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Martin Hellman was
also called "the study of code". It includes both, cryptography and cryptoanalysis
IBM (International Business Machines Corporation) manufactures and develops cumputer hardware equipment, application and sysem software, and related equipment.
IBM produced the first PC (Personal Computer), and its decision to make Microsoft DOS the standard operating system initiated Microsoft's rise to global dominance in PC software.
Business indicators:
1999 Sales: $ 86,548 (+ 7,2 % from 1998)
Market capitalization: $ 181 bn
Employees: approx. 291,000
Corporate website:
Founded in 1985, America Online is the world's biggest Internet service provider serving almost every second user. Additionally, America Online operates CompuServe, the Netscape Netcenter and several AOL.com portals. As the owner of Netscape, Inc. America Online plays also an important role in the Web browser market. In January 2000 America Online merged with Time Warner, the worlds leading media conglomerate, in a US$ 243,3 billion deal, making America Online the senior partner with 55 percent in the new company.