Discusses the likelihood that companies will use online services as an advertising medium. Topics addressed include the art of interactive marketing; advertising in the digital age; early experiments with interactive marketing, including the use of videotex and videodisc; and recent trends that set the stage for interactive marketing to personal…

This paper outlines the market developments, governmental promotion policies, and efforts by private industries for online database services in Japan since the late 1970s. The combination of these efforts over the years has resulted in an online database service market of US$20 billion annually, of which approximately one third is Western online…