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网络广告自诞生之日起就被受关注,大家都知道网络广告功能上的优势,如:网络广告的传播范围广泛,不受时空限制;网络广告属于按需广告,具有报纸分类广告的性质却不需要你彻底浏览;受众数量可准确统计;强烈的交互性与感性,网络广告的载体基本上是多媒体、超文本格式文件。但广告主与广告公司始终很谨慎,具备理论上的优势是否就有实际效果呢?有没有科学的研究结果?本文对美国一些研究成果进行简要概括,希望对业界有所帮助。网络广告主要有这样一些形式:基于E-mail的网络广告形式;基于网络媒介的网络广告包括Banner(网幅广告)、Button广告、文字链接广告、搜索引擎、弹式广告(pop up window)及其它形式(如移动LOGO、网上分类广告等)。美国关于网络广告效果的研究主要集中在这么几个方面:banner的效果;点击的效果;对特别产品类別购买行为的影响;对电子商务的效果;对网站自身宣传的效果;是否能够建立品牌。 (一)网络广告暴露是否有效。
Internet advertising has been concerned since the birth of the day, we all know the advantages of online advertising features, such as: a wide range of Internet advertising dissemination, free from time and space constraints; online advertising is on-demand ads, with the nature of newspaper classified ads Do not need you to browse thoroughly; the number of audiences can be accurate statistics; strong interaction and sentiment, the carrier of online advertising is basically multimedia, hypertext format files. However, advertisers and advertising companies have always been cautious, with the theoretical advantages whether there is any practical effect? There is no scientific findings? This article briefly summarizes some of the research results in the United States, hoping to help the industry. Internet advertising mainly includes such forms as online advertisement based on E-mail; online advertisement based on internet media includes Banner, Button, text link, search engine, pop up window and Other forms (such as mobile LOGO, online classified ads, etc.). The research on the effect of online advertising in the United States mainly focuses on the following aspects: the effect of banner; the effect of clicks; the impact on the purchase behavior of special product categories; the effect on e-commerce; the effect on the website itself; whether the brand can be established . (A) whether the online advertising exposure is valid.