外文翻譯---網(wǎng)絡(luò)廣告：不同的傳媒形式(已修改)
2025-06-01 08:53 本頁(yè)面
【正文】 畢業(yè)論文（設(shè)計(jì)）外文翻譯 一、外文原文 標(biāo)題： Inter Advertising: The Medium is the Difference 原文： Introduction Inter advertising is growing at an impressive rate. A recent report by Price WaterhouseCoopers estimates 1998 online ad revenues at $ billion, more than twice those of 1997. By year 2020, it has been projected that ad revenues will grow to a level of $ billion (IAB, 1998). This spectacular growth es as no surprise if one considers that on the one hand, advertisers are always looking for new ways to reach their target audience, and on the other hand, web site operators are always looking for new sources of revenues to finance their evermounting operating costs. Indeed, in order to take full advantage of the potential of Inter advertising, and to avoid its pitfalls, one needs to rethink the consumer medium interaction as it applies to Inter advertising. In this article, we show how the underlying fullduplex worked organization of the Inter transforms the traditional oneway relationship between advertisers and consumers that is inherent in standard advertising. On the Inter, content providers take on roles of both conduits and interaction enablers in a twoway interaction with prospective consumers. This new model profoundly affects the relationship between each player. Consumers now interact with both content providers and advertisers. Content providers are not responsible for advertisement fulfillment anymore. It also affects how content providers are pensated for their services. As conduits, their pensation scheme was simple. As relationship creators, their value is harder to assess. least once), Gross Rating Points (GRP = Reach x Frequency), and some demographic information about the reached audience. The information reported to advertisers is generated through surveys or panels of consumers that measure audience viewing, or listening, patterns. For example, in the TV industry, People meter devices are used to monitor TV viewing patterns (., whether a TV set is on or off and what program, if any is tuned at a given point in time), and consequently audience viewing habits, for a representative sample of households. However, for the television medium, content providers have imperfect information about their audiences. This is because marketing research firms are merely able to monitor the TV set patterns of a sample subset of the population rather than the actual viewing patterns of their audiences. Thus, the monitoring of broadcasts does not provide pletely accurate information concerning who is tuned in to particular programs. Print media, such as newspapers and magazines, fare a little better in that they can readily estimate the size of their audience from the number of copies they sold. However, they still experience uncertainty as to the characteristics of their audience as they do not readily possess information about consumers who chose to buy their publications at a newsstand rather than those who subscribe. The AdvertiserContent ProviderConsumer framework, which we call broadcast, is very efficient
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