ChangHyun Jin: e-mail: chjin@mail.utexas.edu |UT: At Austin: http://www.utexas.edu | Ciadvertising: Jiad: http://www.ciadvertising.org

This project has sought to illuminate such concepts as "Homphily Theory, Niche Marketing" and Media Credibility. All of these are approaches to the new marketing environment in this digital age. However, many researchers and practitioners have noted the decline in effectiveness of Internet ads caused by failing to consider the new medium of credibility and failing to new forms of advertising. So, in today's on-line advertising, the need for alternative marketing model is increased.

The term "Network" is explained by homophily theory and niche marketing. As IT industry continous development and with new digital devices, marketing environments will move toward customization and personalization. Online advertising is tending toward personalization through personal communication tools such as cellular phones, PDA, etc., Many Internet advertising industries are trying to alter their ads model. The network marketing model will lead the Internet ads market in the near future.

"Adjustment service" is one way for companies to communicate consumers with the one-to-one. That means that the information or Wireless Ads that users want to see or get will be appropriately delivered to consumer anywhere and anytime.

As a result of this project, media planners, advertisers and marketers should be considering customization and personalization consiering the future development of various communication devices.

The term "Network" is closely related to the transition in today's advertising. This is explained by the change of the marketing environment. Future advertising will also need to adjust services for consumers. Global Village (Mcluhan, 1989) will replace the Network village in Cyberspace. The term "Network" is the main concept to lead future marketing and personal advertising as well as to directly connect between compnies to consumers through the developing personal communication devices. All sorts of communication devices are to communicate each within one network.

Today's Website, software application, communication tools and consumer product focus on the individual. That means that today's marketing emphasizes the relationship between companies and consumers. New network marketing based on personalization and customization are rising rapidly in the developing personal technology age.