To advertise on the Internet you have to have a Web site. A Web site is a site on the Net where you can place informative material about your company and your products or services. Web site have are usually colorful and appealing and they are based on the technique of "click and go". This means that pages are linked to each other following a logical thread.

Web pages are designed using a special universal language, called HTML – HyperText Markup Language. You can learn this language from books or free documents downloaded from Net. Alternatively, you can ask specialized agencies to draw up your Web page for you.

At this point you need to "launch" your page on the "cyberspace" so that potential customers can see it and get in touch with you. To do this you must pay a Web server to rent cyberspace. A Web server is a company which, using high-speed communication lines, performs the task of an intermediary between Web and Web advertisers. They will give you a Web address – the hypertext link to your Web page.

Renting cyberspace is the same as renting space in a magazine, but much cheaper. What you get for your money is that your Web page is included in category listings. These listings are based on key words. When a potential customers searches the Web for informations about products related to these words, your company’s Web page will be shown for consultation. Now you have a Web site; your company is known and this Web page will serve to purpose of reinforcing your image and answering queries.

There are hundreds of sites where you can announce your Web page, but the single most effective one is the search engine page. To get to the sites they are looking for, Web surfers use search engines – enormously speedy searching software which looks for sites and lists them. The search engines are basically the Internet’s equivalent of the yellow pages.

Net advertising usually placed on the search engines pages is seen by millions of Internet users around the world.

In the traditional media world of TV, print, and radio, the role of advertising is clear: to build brand or to support the sales of products.

Instead, the marketing on the Internet must be creative, interesting, and constantly changing because you must make your information stand out. The Internet, in fact, is the place where valuable information and assistance is routinely given freely. This freely given information accounts for the vast majority of the information available on the Internet.