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Dominick:Dynamics of Mass Communication
Dynamics of Mass Communication: Media in the Digital Age, 7/e
Joseph R. Dominick

The Structure of the Advertising Industry

Internet Exericises

1. Who Owns This Page?

Sometimes it is hard to find out who owns a particular site by searching the site itself. Fortunately, it is easier to find this information on other sites. "Whois" servers allow you to identify the registered owners of most web sites. You can find Whois access points through a standard web search. The best may be www.swhois.net. When searching names, do not use the www in the address (e.g., search for siu.edu rather than www.siu.edu); that can confuse some whois engines. Select your favorite web site and see if you can find out who owns it. If you like, pick a name at random (e.g., fish.com) and see who owns the name. Not all names are available to all whois engines, but you'll find enough to make this interesting.

2. Cookie Hunt

Internet web marketers place small files on your computer to track your movements and actions on the web. These files are called "cookies;" most people do not realize how many cookies they collect. Find an Internet connected computer on which you can change the settings. You are going to change the preferences on the web browser (instructions below) and count the cookies. How many cookies did you find and what do you think they are doing?

PLEASE: After completing the assignment, remember to set the browser back to its original setting.

Internet Explorer (Mac): Select "Preferences" from the "Edit" menu. From the menu on the left side of the new window, select "Cookies" under "Receiving Files." You will see a listing of cookies already on the computer. Below the listing, you will see the words "When receiving cookies." From the pull-down menu, select "ask for each cookie." Then click on the "OK" button.

Internet Explorer (PC): Select "Internet Options" from the "Tools" menu. A new window will appear. Select the "Security" tab and the "Internet" icon. Select the "Custom Level" button. Scroll down in the new window to "Cookies" and select "Prompt." Press the "OK" button in both open windows.

Netscape (both Mac and PC): Select "Preferences" under the "Edit" menu. In the preferences window, select "Advanced." "Cookies" will be at the top of the list. Select "Warn me before storing a cookie."

3. Free Stuff Online

Since most sites self-select the consumers most interested in the product they offer, marketers use the web to distribute free samples and other promotional deals. Your job is to find two deals you would enjoy. You can look on your favorite web page or on specialty pages like Coolsavings.com or www.theFreesite.com.