網(wǎng)絡(luò)廣告探討外文翻譯

1、<p>　　Discuss On Online Advertising</p><p>　　Jack Farnlin</p><p>　　from Princeton Unversity</p><p>　　Online advertising is a form of promotion that uses the Internet and World

2、Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network a

3、dvertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.</p><p>　　Online advertising is an emerging advertising media, from 1997 China online advertising w

4、as born, online advertising development is rapid, paid search advertising become network advertisement new growth point. Compared with the similar foreign market, China's network advertisement market is still behind

5、many, but the market has great potential. Form and creative backward, advertising regulatory basic lack, China's online advertising market existing main problems. Later, Chinese online advertisin</p><p>

6、　　After data access network advertisement, learned some basic knowledge, grasps the network advertisement, situation and development trend of the network advertisement is the development trend of stud. This paper points

7、out the Chinese Internet advertising the problems and proposes the perfecting of net ads scientific management method. Through chart to China Internet advertising status and developing trends are analyzed and summarized.

8、 Through the analysis of the Chinese Internet advertising mark</p><p>　　Competitive advantage over traditional advertising:</p><p>　　One major benefit of online advertising is the immediate publ

9、ishing of information and content that is not limited by geography or time. To that end, the emerging area of interactive advertising presents fresh challenges for advertisers who have hitherto adopted an interruptive st

10、rategy.</p><p>　　Another benefit is the efficiency of advertiser's investment. Online advertising allows for the customization of advertisements, including content and posted websites. For example, AdWor

11、ds and AdSense enable ads shown on relevant webpages or aside of search results of pre-chosen keywords. Another is the payment method. Whatever purchasing variation is selected, the payment is usually relative with audie

12、nces' response.</p><p>　　Purchasing variations:</p><p>　　The three most common ways in which online advertising is purchased are CPM, CPC, and CPA.</p><p>　　CPM (Cost Per Impres

13、sion) is where advertisers pay for exposure of their message to a specific audience. CPM costs are priced per thousand impressions, or loads of an advertisement. However, some impressions may not be counted, such as a re

14、load or internal user action. The M in the acronym is the Roman numeral for one thousand. </p><p>　　CPV (Cost Per Visitor) or (Cost per View in the case of Pop Ups and Unders) is where advertisers pay for th

15、e delivery of a Targeted Visitor to the advertisers website. </p><p>　　CPC (Cost Per Click) is also known as Pay per click (PPC). Advertisers pay each time a user clicks on their listing and is redirected to

16、 their website. They do not actually pay for the listing, but only when the listing is clicked on. This system allows advertising specialists to refine searches and gain information about their market. Under the Pay per

17、click pricing system, advertisers pay for the right to be listed under a series of target rich words that direct relevant traffic to their websi</p><p>　　CPA (Cost Per Action) or (Cost Per Acquisition) adver

18、tising is performance based and is common in the affiliate marketing sector of the business. In this payment scheme, the publisher takes all the risk of running the ad, and the advertiser pays only for the amount of user

19、s who complete a transaction, such as a purchase or sign-up. This is the best type of rate to pay for banner advertisements and the worst type of rate to charge. Similarly, CPL (Cost Per Lead) advertising is identical to

20、 CPA ad</p><p>　　Cost per conversion Describes the cost of acquiring a customer, typically calculated by dividing the total cost of an ad campaign by the number of conversions. The definition of "Conver

21、sion" varies depending on the situation: it is sometimes considered to be a lead, a sale, or a purchase. </p><p>　　CPE (Cost Per Engagement) is a form of Cost Per Action pricing first introduced in Marc

22、h 2008. Differing from cost-per-impression or cost-per-click models, a CPE model means advertising impressions are free and advertisers pay only when a user engages with their specific ad unit. Engagement is defined as a

23、 user interacting with an ad in any number of ways. </p><p>　　Though, as seen above, the large majority of online advertising has a cost that is brought about by usage or interaction of an ad, there are a fe

24、w other methods of advertising online that only require a one time payment. The Million Dollar Homepage is a very successful example of this. Visitors were able to pay $1 per pixel of advertising space and their advert w

25、ould remain on the homepage for as long as the website exists with no extra costs.</p><p>　　Floating ad: An ad which moves across the user's screen or floats above the content. </p><p>　　Exp

26、anding ad: An ad which changes size and which may alter the contents of the webpage. </p><p>　　Polite ad: A method by which a large ad will be downloaded in smaller pieces to minimize the disruption of the c

27、ontent being viewed </p><p>　　Wallpaper ad: An ad which changes the background of the page being viewed. </p><p>　　Trick banner: A banner ad that looks like a dialog box with buttons. It simulat

28、es an error message or an alert. </p><p>　　Pop-up: A new window which opens in front of the current one, displaying an advertisement, or entire webpage. </p><p>　　Pop-under: Similar to a Pop-Up

29、except that the window is loaded or sent behind the current window so that the user does not see it until they close one or more active windows. </p><p>　　Video ad: similar to a banner ad, except that instea

30、d of a static or animated image, actual moving video clips are displayed. </p><p>　　Map ad: text or graphics linked from, and appearing in or over, a location on an electronic map such as on Google Maps. <

31、;/p><p>　　Mobile ad: an SMS text or multi-media message sent to a cell phone. </p><p>　　In addition, ads containing streaming video or streaming audio are becoming very popular with advertisers.<

32、;/p><p>　　E-mail advertising</p><p>　　Legitimate Email advertising or E-mail marketing is often known as "opt-in e-mail advertising" to distinguish it from spam.</p><p>　　Aff

33、iliate marketing</p><p>　　Affiliate marketing was an invention by CDNow.com in 1994 and was excelled by Amazon.com when it launched its Affiliate Program, called Associate Program in 1996. The online retaile

34、r used its program to generate low cost brand exposure and provided at the same time small websites a way to earn some supplemental income.</p><p>　　Contextual advertising</p><p>　　Many advertis

35、ing networks display graphical or text-only ads that correspond to the keywords of an Internet search or to the content of the page on which the ad is shown. These ads are believed to have a greater chance of attracting

36、a user, because they tend to share a similar context as the user's search query. For example, a search query for "flowers" might return an advertisement for a florist's website.</p><p>　　An

37、other newer technique is embedding keyword hyperlinks in an article which are sponsored by an advertiser. When a user follows the link, they are sent to a sponsor's website.</p><p>　　Behavioral targeting

38、</p><p>　　In addition to contextual targeting, online advertising can be targeted based on a user's past clickstream. For example, if a user is known to have recently visited a number of automotive shopp

39、ing / comparison sites based on clickstream analysis enabled by cookies stored on the user's computer, that user can then be served auto-related ads when they visit other, non-automotive sites.</p><p>　　

40、Ads and malware</p><p>　　There is also class of advertising methods which may be considered unethical and perhaps even illegal. These include external applications which alter system settings (such as a brow

41、ser's home page), spawn pop-ups, and insert advertisements into non-affiliated webpages. Such applications are usually labeled as spyware or adware. They may mask their questionable activities by performing a simple

42、service, such as displaying the weather or providing a search bar. Some programs are effectively troja</p><p>　　On the status of China's online advertising and Development sumti Sarkar Department of Info

43、rmation Management, Lancaster University Key words：online advertising, Internet, Development Abstract With the Internet economy, online advertising came into being. The late 20th century, the Internet swept the world, mo

44、re and more people are beginning to realize networks with the media features, so the "fourth media" the word began to frequently appear in daily life. Although online advertising is still a</p><p>

45、　　Internet advertising is the main features are: </p><p>　　1 extensiveness and open: the network advertisement can advertising information through Internet all-weather, 24 hours uninterruptedly spreads to th

46、e world, these effects are traditional media can achieve. In addition, newspapers, magazines, television, radio, and trafflc signs such traditional advertising has a great compulsive, and network advertising process is o

47、pen, the mandatory, this point with traditional media have a very different nature. </p><p>　　2. Real-time and controllability: network advertisement may according to the customer demand rapid manufacture an

48、d launch, while the traditional advertising production cost is high, dropping cycle fixed. Moreover, in the traditional media advertising on hard to change, even after publication can change also often needs to pay big e

49、conomic costs, and network advertisement can according to customer needs to be changed in the contents of advertisements. So, advertisers business decision-making chan</p><p>　　3. Directness and pertinence:

50、through traditional advertising, consumers only indirectly touch the promotional products, not through advertising feel directly products or understand the manufacturer of the specific operation and service provision. Wh

51、ile Internet advertising is different, as long as consumers saw interested content, directly click, and then enter into this enterprise website, understands the specific contents of the business. In addition, the network

52、 advertisement can launch to s</p><p>　　4. Biphasic and interactivity: the traditional advertising information flow is one-sided, namely enterprise launched what content, consumer can passively accept what c

53、ontent. While the mono-direction network advertisement breakthrough the limitations of both sides, realizing the supply and demand of information flow two-way interaction. Through the Internet advertising links, users ca

54、n from the manufacturer of websites related to get more and more detailed information. In addition, users can pas</p><p>　　5. Easy statistical and can be assessed sex: in traditional media advertising, it is

55、 difficult to know exactly how many people receive advertising messages. While Internet advertising different, can detailed statistical a website each page is being viewed total number, the number of each advertising is

56、clicked, and even detailed, specifically every visitor statistics shows the access time and IP address. In addition, provide network advertising website can usually build user database, including </p><p>　　I

57、n a word, No matter electronic commerce or Internet advertising are closely related to internet and the development of internet. Therefore, with the development of the internet economy, the internet advertisement surely

58、can along with its large development.</p><p><b>　　網(wǎng)絡(luò)廣告探討</b></p><p>　　Jack Farnlin</p><p><b>　　普林斯頓大學(xué)</b></p><p>　　網(wǎng)絡(luò)廣告是發(fā)布在英特網(wǎng)和萬維網(wǎng)上,來達到傳播市場信息，吸引

59、消費者的目的的一種促銷形式。網(wǎng)絡(luò)廣告的例子包括相關(guān)的廣告在搜索引擎結(jié)果頁，橫幅廣告，富媒體廣告，社會網(wǎng)絡(luò)廣告，在線分類廣告，廣告網(wǎng)絡(luò)，包括電子垃圾郵件的電子郵件營銷。</p><p>　　網(wǎng)絡(luò)廣告是新興的廣告媒體，從1997年中國網(wǎng)絡(luò)廣告誕生，網(wǎng)絡(luò)廣告發(fā)展迅速，付費搜索廣告成為網(wǎng)絡(luò)廣告新的增長點。與國外同類市場相比，中國網(wǎng)絡(luò)廣告市場依然落后不少，但市場具有巨大潛力。形式和創(chuàng)意落后，廣告監(jiān)管基本缺失，是中國網(wǎng)絡(luò)廣告

60、市場存在的主要問題。以后，中國網(wǎng)絡(luò)廣告將向“雙向互動”的方向發(fā)展，同時，與傳統(tǒng)媒體的融合將進一步加強。</p><p>　　與傳統(tǒng)廣告相比的競爭優(yōu)勢：</p><p>　　網(wǎng)絡(luò)廣告的一個主要優(yōu)點就是即時信息和內(nèi)容發(fā)布，并且不受地域或時間的限制。為此，對于至今任然采用中斷阻隔戰(zhàn)略的廣告主呈現(xiàn)出新的挑戰(zhàn)。</p><p>　　另一個優(yōu)點就是廣告客戶的投資效益。網(wǎng)絡(luò)廣告允

61、許廣告定制，包括內(nèi)容和發(fā)布網(wǎng)站。舉例來說，AdWords和AdSense相關(guān)的網(wǎng)頁上啟用或預(yù)先選擇的關(guān)鍵字的搜索結(jié)果除了顯示廣告。另一種是付款方式。無論是選擇哪種購買的變化，付款通常與觀眾的反應(yīng)相對的。</p><p><b>　　購買方式的變化：</b></p><p>　　有三種最常見的網(wǎng)絡(luò)廣告購買方式是CPM，CPC和CPA。</p><p&

62、gt;　　CPM（每印象成本）廣告客戶對他們在信息暴露于特定的受眾支付。每千次展示成本的價格每千次展示或廣告負荷。然而，一些印象可能不被計算，如重載或內(nèi)部用戶操作。其中的縮寫M是千羅馬數(shù)字。</p><p>　　CPV（每個訪問者成本）或（每查看成本中的彈出窗口和Unders的情況下）是廣告客戶為訪問者提供有針對性的廣告客戶網(wǎng)站支付。</p><p>　　CPC（每次點擊成本）也被稱為每次

63、點擊（PPC）的繳款。每個廣告客戶支付的上市時間，并在用戶點擊被重定向到他們的網(wǎng)站。他們不實際支付的上市，但只有當該列表的點擊量。這個系統(tǒng)允許廣告專家對他們的搜索和完善市場獲取信息。根據(jù)每次點擊支付的價格體系，廣告客戶支付的權(quán)利下一個目標是豐富的話，直接上市的一系列相關(guān)流量的網(wǎng)站，只需支付其上市時，其直接鏈接到他們的網(wǎng)站有人點擊。CPC的不同之處在于無論用戶進行到目標網(wǎng)站，每次都要點擊支付。</p><p>　　

64、CPA（每行動成本）或（每次獲得費用）廣告是表現(xiàn)為基礎(chǔ)，并在有關(guān)業(yè)務(wù)部門的共同聯(lián)盟營銷。在此付款計劃，發(fā)布者承擔了廣告運行的所有風險，廣告客戶只需支付金額給完成行動的用戶，如購買交易，或注冊。同樣，CPL（成本每線）廣告與CPA是相同的，都是基于用戶填寫表格的用戶，申請電子報或其他行動，使商家認為會導(dǎo)致轉(zhuǎn)讓登記。也很普遍，CPO（每張訂單的成本）是根據(jù)每個訂單進行交易的時間。</p><p>　　每次轉(zhuǎn)換的成本，

65、獲取介紹客戶，一般是通過除以轉(zhuǎn)換次數(shù)的廣告活動的總成本計算成本。對“轉(zhuǎn)換”的定義而有所不同的情況：它有時被認為是一種領(lǐng)先，一種銷售或一種購買。 </p><p>　　CPE（費用為參與）是一種費用為2008年3月首次推出的行動定價形式。從成本每千次展示費用或每次點擊模式不同的是，一個CPE的模式意味著廣告展示是免費的，廣告客戶只需支付當用戶用自己的從事特定廣告單元。這種方式被定義為在任何方式下，用戶與廣告相互作用

66、的。</p><p>　　雖然，如上所述，網(wǎng)絡(luò)廣告大部分都有一個約定俗成的贊助商或廣告的互動對于成本，也有一些其他的在線廣告的方法，只需要一次性付款。百萬美元的網(wǎng)頁就是一個很成功的例子。參觀者能夠支付每個像素的廣告空間，其廣告只要1美元將繼續(xù)在主頁上的網(wǎng)站，不存在額外費用。 </p><p>　　網(wǎng)絡(luò)廣告有以下幾種類型：</p><p>　　浮動廣告：廣告是在移動用

67、戶的屏幕或以上內(nèi)容浮動。 </p><p>　　擴大廣告：廣告的尺寸變化和可能改變的網(wǎng)頁的內(nèi)容。 </p><p>　　禮貌的廣告：一個大廣告，其中一小部分會在下載的方法，盡量減少破壞正在瀏覽的內(nèi)容 </p><p>　　壁紙的廣告：廣告的改變正在瀏覽的網(wǎng)頁背景。 </p><p>　　伎倆橫幅：橫幅廣告，像一個按鈕的對話框的樣子。它模擬一個

68、錯誤消息或警報。 </p><p>　　彈出：打開一個新窗口，在當前一個方面，顯示一個廣告，或整個網(wǎng)頁。 </p><p>　　彈出下：類似于彈出窗口，除了加載或發(fā)送背后當前窗口，以使用戶不會看到它，直到他們關(guān)閉一個或多個活動窗口了。 </p><p>　　視頻廣告：類似一個廣告，但不是一個靜態(tài)或動態(tài)圖像，實際移動視頻剪輯顯示。 </p><p&

69、gt;　　地圖廣告：從文字或圖形鏈接，并在或以上，出現(xiàn)的位置上，如谷歌地圖電子地圖。 </p><p>　　移動廣告：一個短信或多媒體信息發(fā)送到手機。 </p><p>　　此外，廣告含有流媒體視頻或流式音頻與廣告客戶正變得非常流行。 </p><p><b>　　電子郵件廣告 </b></p><p>　　合法的電子郵

70、件廣告或E - mail營銷通常被稱為“選擇加入電子郵件廣告”，以區(qū)別于垃圾郵件。 </p><p><b>　　會員營銷 </b></p><p>　　會員營銷是一個由CDNow.com發(fā)明并于1994年被Amazon.com推出時優(yōu)于聯(lián)盟計劃，聯(lián)盟計劃在1996年呼吁。線上零售商利用其低成本的方案，以產(chǎn)生品牌曝光率，并提供在同一時間小網(wǎng)站的方

71、式來賺取一些額外收入。 </p><p><b>　　內(nèi)容相關(guān)廣告 </b></p><p>　　許多廣告網(wǎng)絡(luò)顯示圖形或文字廣告只對應(yīng)于互聯(lián)網(wǎng)搜索的關(guān)鍵字或到其上的廣告顯示的網(wǎng)頁內(nèi)容。這些廣告被認為是吸引用戶的機會更大，因為他們往往都有一個與用戶的搜索查詢類似的情況。例如，一個“花兒”的搜索查詢可能會返回一個花店的網(wǎng)站刊登廣告。 </p><p&g

72、t;　　另一種較新的技術(shù)是嵌入在其中是由廣告商贊助的文章關(guān)鍵字的超鏈接。當用戶如下鏈接，它們被發(fā)送到一個贊助商的網(wǎng)站。 </p><p><b>　　行為定位 </b></p><p>　　除了內(nèi)容定位，網(wǎng)絡(luò)廣告可以針對一個用戶的點擊流過去的。例如，如果用戶是已知的最近走訪了汽車購物/比價網(wǎng)站基于點擊流分析在用戶的計算機上存儲的Cookie的啟用，該用戶就可以送達汽車

73、相關(guān)的廣告，當他們參觀人數(shù)等，非汽車網(wǎng)站。 </p><p><b>　　廣告和惡意軟件 </b></p><p>　　還有的廣告可能被認為不道德，甚至非法的方法的類。這些措施包括外部應(yīng)用程序的改變系統(tǒng)設(shè)置（如瀏覽器的主頁），產(chǎn)卵彈出窗口，向非關(guān)聯(lián)的網(wǎng)頁，并插入廣告。此類應(yīng)用程序通常標記為間諜軟件或廣告軟件。他們可能掩蓋表演，如顯示天氣或提供一個搜索欄一個簡單的服務(wù)，

74、他們的可疑活動。某些程序得到有效木馬。這些應(yīng)用通常被設(shè)計，以便難以刪除或卸載。對在線用戶，其中許多人是不熟悉電腦，越來越多的觀眾往往缺乏知識和技術(shù)能力，以保護這些方案本身。 </p><p>　　說到中國的網(wǎng)絡(luò)廣告和其發(fā)展，就不得不提互聯(lián)網(wǎng)的發(fā)展，網(wǎng)絡(luò)廣告是隨著互聯(lián)網(wǎng)的發(fā)展，隨著網(wǎng)絡(luò)經(jīng)濟而發(fā)展起來的。網(wǎng)絡(luò)廣告形成于20世紀后期，互聯(lián)網(wǎng)席卷世界上越來越多的人開始意識到網(wǎng)絡(luò)的媒體功能，因此，“第四媒體”一詞開始頻

75、繁出現(xiàn)在日常生活。雖然網(wǎng)絡(luò)廣告市場份額很小，但隨著互聯(lián)網(wǎng)的第四媒體傳統(tǒng)媒體的發(fā)展，網(wǎng)絡(luò)廣告卻變得不可忽視卻。因為其增長速度遠遠超過了有關(guān)中國現(xiàn)有的網(wǎng)絡(luò)廣告和預(yù)期的發(fā)展趨勢。</p><p>　　網(wǎng)絡(luò)廣告具有的主要特點是:</p><p>　　1廣泛性和開放性:網(wǎng)絡(luò)廣告可以通過互聯(lián)網(wǎng)把廣告信息全天候、24小時不間斷地傳播到世界各地，這些效果是傳統(tǒng)媒體無法達到的。另外，報紙、雜志電視、廣播、路

76、牌等傳統(tǒng)廣告都具有很大的強迫性，而網(wǎng)絡(luò)廣告的過程是開放的、非強迫性的，這一點同傳統(tǒng)傳媒有本質(zhì)的不同。</p><p>　　2.實時性和可控性:網(wǎng)絡(luò)廣告可以根據(jù)客戶的需求快速制作并進行投放，而傳統(tǒng)廣告制作成本較高，投放周期固定。而且，在傳統(tǒng)媒體上做廣告發(fā)布后很難更改，即使可以改動往往也需付出很大的經(jīng)濟代價，而網(wǎng)絡(luò)廣告可以按照客戶需要及時變更廣告內(nèi)容。這樣，廣告主的經(jīng)營決策變化就能及時實施和推廣。</p>

77、<p>　　3.直接性和針對性:通過傳統(tǒng)廣告，消費者只能間接地接觸其所宣傳的產(chǎn)品，無法通過廣告直接感受產(chǎn)品或了解廠商的具體運作和服務(wù)的提供。而網(wǎng)絡(luò)廣告則不同，只要消費者看到了所感興趣的內(nèi)容，直接單擊鼠標，即可進入該企業(yè)網(wǎng)站，了解到業(yè)務(wù)的具體內(nèi)容。另外，網(wǎng)絡(luò)廣告可以投放給某些特定的目標人群，甚至可以做到一對一的定向投放。根據(jù)不同來訪者的特點，網(wǎng)絡(luò)廣告可以靈活地實現(xiàn)時間定向、地域定向、頻道定向，從而實現(xiàn)了對消費者的清晰歸類，在

78、一定程度上保證了廣告的到達率。</p><p>　　4.雙向性和交互性:傳統(tǒng)的廣告信息流是單向的，即企業(yè)推出什么內(nèi)容，消費者就只能被動地接受什么內(nèi)容。而網(wǎng)絡(luò)廣告突破了這種單向性的局限，實現(xiàn)了供求雙方信息流的雙向互動。通過網(wǎng)絡(luò)廣告的鏈接，用戶可以從廠商的相關(guān)站點中得到更多、更詳盡的信息。另外，用戶可以通過廣告位直接填寫并提交在線表單信息信息，廠商可以隨時得到寶貴的用戶反饋信息。同時，網(wǎng)絡(luò)廣告可以提供進一步的產(chǎn)品查詢

79、需求，方便與消費者的互動與溝通。</p><p>　　5.易統(tǒng)計性和可評估性:在傳統(tǒng)媒體做廣告，很難準確地知道有多少人接收到廣告信息。而網(wǎng)絡(luò)廣告不同，可以詳細地統(tǒng)計一個網(wǎng)站各網(wǎng)頁被瀏覽的總次數(shù)、每個廣告被點擊的次數(shù)，甚至還可以詳細、具體地統(tǒng)計出每個訪問者的訪問時間和IP地址。另外，提供網(wǎng)絡(luò)廣告發(fā)布的網(wǎng)站一般都能建立用戶數(shù)據(jù)庫，包括用戶的地域分布、年齡、性別、收入、職業(yè)、婚姻狀況、愛好等。這些統(tǒng)計資料可幫助廣告主統(tǒng)