網(wǎng)絡(luò)廣告任何人都看嗎？【外文翻譯】

1、標(biāo)題：InterAdvertising:IsAnybodyWatching原文：AbstractClickthroughrateshaveemergedasthedefactomeasureofInteradvertisingeffectiveness.Unftunatelyclickthroughratesareplummeting.Thisdeclinepromptsfourcriticalquestions:(1)whydoban

2、neradsseemtobeineffective(2)whatcanadvertisersdotoimprovetheireffectiveness(3)doesanimmediatemeasuresuchasclickthroughrateundervalueonlineadvertising(4)arememybasedmeasuressuchasrecallawarenessmeappropriateToaddressthese

3、questionsweutilizedaneyetrackingdevicetoinvestigateonlinesurfers’attentiontoonlineadvertising.ThenweconductedalargescalesurveyofInterusers’recallrecognitionawarenessofbanneradvertising.Ourresearchsuggeststhatthereasonwhy

4、clickthroughratesarelowisthatsurfersactuallyavoidlookingatbanneradsduringtheironlineactivities.Thissuggeststhatthelargerpartofasurfer’sprocessingofbannerswillbedoneatthepreattentivelevel.Ifsuchisthecaseclickthroughrateis

5、anineffectivemeasureofbanneradperfmance.Ourresearchalsoshowsthatbanneradsdohaveanimpactontraditionalmemybasedmeasureofeffectiveness.Thusweclaimthatadvertisersshouldrelymeontraditionalbrequitymeasuressuchasbrawarenessadve

6、rtisingrecall.Finallyourstudyshowsthatalthoughrepetitionleadstolowerclickthroughratesithasabeneficialimpactonbrawarenessadvertisingrecall.IntroductionAstheIntermaturesintoaviablecommercialmediummanywebsites(e.g.LycosGowk

7、Yahoo!)relyonadvertisingtofinancetheiroperations.ThelureofadvertisingissuchthatsomecompaniesprovideuserswithfreeInteraccess(e.g.)evenfreecomputers(e.g.Free)inexchangeftheireyeballs(Berst1999).Thisshouldnotcomeasasurprise

8、asadvertisershavelongusedeveryconceivablevehicletodisplaytheirmessagesinfrontofthegazingeyesofpotentialcustomersbeitmagazinestelevisionracecars.AstheInterbecomesmemainstreammanycompaniesarebudgetingsignificantdollaramoun

9、tsfonlineadvertising.TheInterAdvertisingBureau(1999)repts1998onlineadvertisingexpenditureof$1.92billionmethandouble1997revenues.Thebulkofthisexpenditureisallocatedtobannerads.Banneradstypicallyconsistofrectangularimagesd

10、isplayedatthetopofwebpagescontainthemessagethattheadvertiserwantstosendtowebsurfers.Themostwidelyusedmeasureofonlineadvertisingeffectivenessisthepercentageofthetotalnumberofadexposuresthatinducethesurfertoactuallyclickon

11、thebannerinresponsetotheadvertisedmessage.Thismeasureisknownastheclickthroughrate(NovakHoffman1997).Clickthroughratehasbecomesuchadominantmeasurethatin1996ProcterGamblemadeadealwithYahoo!inwithotherelementsofthepagesinwh

12、ichtheyarebeingdisplayed.Abanneradtypicallyoccupieslessthan10%oftheareaofawebpageonastardVGAcomputerscreen(640x480pixels).Therefetheattentionofthewebsurferisgenerallyfocusedonotherelementsofthepage.Thetaskofthebanneradis

13、tofirstgrabasurfer’sattentionsecondtoinducethesurfertoclickonthead.Ifsurfersneverlookatabannertheycannotclickonit!Sharedbwidthmightexplainwhyclickthroughratesarelowbutnotwhytheyaredeclining.Thereissomeevidencethatsomeonl

14、inesurfersdislikebannerads(Bass1999).Thisdislikeiswidespreadenoughthatvarioussoftwareexistthatactuallypreventbrowsersfromdownloadingads(AdsOff!@GuardJunkBuster...).Onecanthushypothesizethatassurfersgainmefamiliaritywitht

15、hemediumtheylearntodifferentiateinfmationalcontentfromadvertising.Ultimatelythiswouldgivethemtheabilitytodisregardbannerads.Giventhispossiblelearningavoidancebehaviwestartourinvestigationbymeasuringtheextenttowhichsurfer

16、spayattentiontobannerads.Webeginbyfmulatingthefollowingtwohypotheses:H1:Intersavoidlookingatbannerads.H2:ThemetimeusershavespentontheInterthelesstheypayattentiontobannerads.Totestthesehypothesesweaskedagroupofsubjectstol

17、ookatvariouswebpageswhilehookeduptoaneyetrackingdevicethatrecdstheireyemovementsfixations.Eyetrackingstudiesarenotnew.Javal(1878)usedeyetrackingtostudyreadingpatternsmethan100yearsago.Althoughreadingstudiesarestillbeingc

18、onductedthrougheyetracking(Hyn1995)agrowingnumberofeyetrackingstudieshaverecentlyaddressedmarketingproblems.FinstanceRussoLeclerc(1994)studiedinstebrchoiceFischeretal(1989)studiedwarninglabelsontobaccoadsJaniszewski(1998

19、)lookedatexplatysearchbehaviwithcatalogsKroeberRiel(1979)investigatedtheeffectofarousalonadvertisingcopyprocessingLohse(1997)studiedYellowPageadvertising.StudydesignOurstudywasconductedusinginfmationptalsasabackground.Th

20、ecoverstudywasanergonomicresearchonthedesignfoneofthelargestFrenchptals:Voil(www.voila.fr).Thesubjectswereaskedtoperfmfivesearchesusingthreeptals:VoilanalternatelayoutfVoil(hencefthcalledVoilBis)Voil’slargestcompetit.Thr

21、eeofthesearchesrelatedtogeneraltopics(e.g.findinfmationabout‘LeLouvre’)theothertwor，elatedtoindividuals(e.g.findthephonenumberof‘JeanDupont’).Eachofthethreegeneraltopicsearcheswasmadeusingadifferentptal.Thetwoothersearch

22、esweremadewithVoilVoilBis.Ourfirststudywasveryrevealing.Itprovidesuswithananswertothefirstquestionmotivatingthisstudy(Whyarebanneradsnoteffective)ahintofananswertothesecondthirdquestions(Whatcanadvertisersdotoimprovebann