| From: Robert Wheeler Sent: Thursday, March 22, 2001 3:09 PM To: ecommerce@ftc.gov Subject: E-commerce workshop Dear Secretary Clark, This email is in response to your request for additional questions that would add value to the FTC's "Public Workshop: Emerging Issues for Competition Policy in the World of E-Commerce," scheduled for May 7th and 8th, in Washington DC. In reading the detailed description of the questions to be discussed, I notice that the subject of Internet advertising was missing. A forum that covers the topic of E-commerce marketing and does not include a discussion of Internet advertising is incomplete. From my perspective there is an emerging body of knowledge on how Internet advertising is used as a competitive tool by online and offline merchants that distinguishes it from traditional off-line advertising methods. Therefore, I recommend that the following question be added to the list: "How is advertising being used to gain a competitive advantage on the Internet?" I think this is a question and an area of real interest. I believe this question would generate a good amount of discussion that would be useful to many in helping frame policy on Internet advertising. I have a good amount of material and information about this subject, and I could give a brief presentation on the topic, and/or be a panel member. I am a marketing executive with 35 years of business experience that co-founded and sold a successful dot.com business that still advertises heavily on the Internet and in traditional mediums. I teach advertising management at the graduate level in the University of California, and I am earning a doctorate in management from Case Western Reserve University. Thank you for this opportunity to present an additional question. Robert Wheeler |