Английский язык: Сборник текстов и упражнений. Иваненко Т.И. - 68 стр.

                        WHAT ARE ADVERTISING AND E-MAIL?

       Another way to profit is to charge others to advertise on your Web page. You'll either need
to run a very popular site or attract a certain type of customer, and you are usually paid according
to the number of times visitors pursue links from your site to your sponsor's. Alternatively, if
your site generates heavy traffic and looks promising, someone may want to buy you outright.
       Advertising on the World Wide Web is perfectly acceptable but e-mailing protocols are
more delicate. Never, ever, ever, send bulk e-mail other than to people you know or who've re-
quested information. And never post an advertisement in Usenet or to a mailing list. Junk e-mail
is called "spam", and those who send it (spammers) are universally detested. Try it and you'll be
flooded with hate mail, and potentially kicked offline. On the other hand, e-mail is by far the
most efficient direct response device you'll find. For instance, you could set up an auto responder
to send out product details upon receipt of a bank message. No dictating over the phone, no data
entry from a coupon, it's instant and informal. Plus, you'll have their e-mail address on record to
follow up later. Next time you put your telephone number on an advertisement, put on your e-
mail address, too, and compare response rates.
       What is electronic mail? Electronic mail, or e-mail as it’s normally shortened to, is just a
message that is composed, sent and read electronically (hence the name). With regular mail you
write out your message (letter, postcard, whatever) and drop it off at the post office. The postal
service then delivers the message and the recipient reads it. E-mail operates basically the same –
way except that everything happens electronically. You compose your message using e-mail
software, send it over the lines that connect the Internet’s networks and the recipient uses an e-
mail program to read the message.
       How does e-mail know how to get where it’s going? Everybody who’s connected to the
Internet is assigned a unique e-mail address. In a way, this address is a lot like the address of
your house or apartment because it tells everyone else your exact location on the Net. So anyone
who wants to send you an e-mail message just tells the e-mail program the appropriate address
and runs the Send command. The Internet takes over from there and makes sure the missive ar-
rives safely.
       What‘s this netiquette stuff I keep hearing about? The Net is a huge, unwieldy mass
with no “powers –that-be” that can dictate content or standards. This is, for the most part, a good
thing because it means there’s no censorship and no one can wield authority arbitrarily. To pre-
vent this organized chaos from descending into mere anarchy, however, a set of guidelines has
been put together over the years. These guidelines are known collectively as netiquette (network
etiquette) and they offer suggestions on the correct way to interact with the Internet’s denizens.
To give you a taste of netiquette, here are some highlights to consider:
       1. Keep you message brief and to the point and make sure you clear up any spelling slips
or grammatical gaffes before shipping it out.
       2. Make sure the Subject lines of your message are detailed enough so they explain what
your message is all about.
       3. Don’t SHOUT by writing your missives entirely in uppercase letters.
       4. Don’t bother other people by sending them test messages. If you must test a program,
send a message to yourself.
       What’s the flame? The vast majority of e-mail correspondence is civil and courteous, but
with millions of participants all over the world, it’s inevitable that some folks will rub each other
the wrong way. When this happens, the combatants may exchange emotionally charged, caustic,
often obscene messages called flames. When enough of these messages exchange hands, an out-
and-out flame war develops. These usually burn themselves out after a while, and then the partic-
ipants can get back to more interesting things.
       Is e-mail secure? In a word, no. The Net’s open architecture allows programmers to write
interesting and useful new Internet services, but it also allows unscrupulous snoops to lurk where
they don’t belong. In particular, the e-mail system has two problems: it’s not that hard for some-

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