Most of the websites have many advertisements incorporating multimedia features, aiming to market merchandise or offering services online. Discuss how both advertisers and users gain benefit from the multimedia application in relation to advertising and purchasing.

Case: What do American Express, Target, Coca-Cola, the Discovery Channel, Cadillac, Minute Maid, the Cartoon Network, Royal Caribbean, and Calvin Klein have in common? They all break through the clutter of traditional ad spaces to grab the attention of potential customers. And in the process, they dazzle them right out of the boredom of riding the subway.Subway advertising has been around nearly as long as the subway itself. But advertising media pioneers Submedia, Sidetrack Technologies, and MotionPoster give the old venue a new twist. By employing an innovative technology similar to that of a child's flip book, these companies illuminate dark subway tunnels and turn them into valuable showcases for major advertisers. Since 1999, a new segment of out-of-home advertising has been developed. Various agencies around the world have pioneered a technology that allows for static images placed in subway tunnels to appear as full-motion commercials. This represents one of many developments in…