外文翻譯--網(wǎng)絡(luò)廣告：任何人都看嗎？-全文預(yù)覽
【正文】 This probably means that it takes less than 25 Inter sessions to learn to avoid banners. That only half the banner ads are looked at is highly detrimental to clickthrough cannot click on something one does not look at! It does not mean, however, that half of the banner exposures are wasted. Research has shown that consumers do not need to fully process a message in order to be influenced by it. Janiszewski (1990a, 1990b, and 1993) has researched the topic extensively. Among other things, his research shows that incidental exposure to advertising can enhance a consumer’s liking for the ad and brand advertised despite the consumer’s inability to recognize having previously seen the ad and brand (a situation similar to ours). Other researchers (., Shapiro, MacInnis, and Heckler 1997) have reached similar conclusions. This means that a large part, if not most, of a consumer’s processing of banner ads will be done at a preattentive level rather then at a full attention level. Further, it implies that clickthrough rates will not capture the full extent of an ad’s effectiveness since preattentive processing does not lead to immediate action. Our study also reveals that experts are more efficient at processing web pages than novices and that young surfers are more efficient than older ones. This does not, however,translate into fewer banners seen by experts or young surfers. As to what factors might help improve banner effectiveness, we found that location, size,and zone content are important factors when trying to predict whether a zone is attended. We will further investigate these factors along with the relevance of traditional advertising effectiveness measures in Study 2. Putting what we have learned from this study in perspective, we would be inclined to say that the medium Inter advertising resembles most is outdoor billboards. As with banner ads,drivers encounter billboards while engaging in other activities. Billboards occupy only a small portion of their field of vision and typically consist of a simple message and visual. As Donthu,Cherian, and Bhargava (1993) have shown, billboards influence awareness and recall even if they only rarely prompt consumers to take immediate action. Thinking in these terms might help design future research and yield better insight in the mechanisms underlying Inter advertising. 出處： Xavier Dr232。然后，我們對用戶關(guān)于這些在互聯(lián)網(wǎng)上的橫幅廣告的回憶，認知，進行了大規(guī)模的調(diào)查。我們的研究還顯示， 橫幅 廣告確實有一個傳統(tǒng)的基于內(nèi)存有效性措施的影響。 廣告的誘惑如，有些公司提供免費的上網(wǎng)服 務(wù) （如 ， ）甚至提供給用戶免費的電腦（如自由 ），來吸引他們的眼球（ Berst 1999）。這筆開支的一大部分被分配給了橫幅廣告。點擊率已經(jīng)成為一個主要的衡量標(biāo)準(zhǔn)， 例如在 1996 年寶潔與雅虎達成協(xié)議，只需要支付點擊率，而不是貸款額（美聯(lián)社， 1996）。這個問題是 因為廣告商在對不同的媒介分配廣告預(yù)算時并不能明確哪一媒介能產(chǎn)生最大的效益。在這一精神指導(dǎo)下，布里格斯和霍里斯（ 1997）通過使用米爾沃德的品牌動態(tài) 系統(tǒng)（戴森，法爾和霍里斯， 1996） 顯示橫幅廣告能夠提升顧客的點擊從而 影響消費者對品牌獨立的態(tài)度。 本章的其余部分如下。這項研究還探討了網(wǎng)絡(luò)廣告對于記憶，承認和認識產(chǎn)生的影響。當(dāng) 廣告商使用 電視或電臺 來提供信息， 他的廣告方案 被搶占 著（例如，一個情景喜劇或歌曲）并使用所有具有介質(zhì)的通道并傳送其所想表達的信息。相比之下，網(wǎng)絡(luò)上的橫幅廣告與網(wǎng)頁上的其他元素共同分享著網(wǎng)頁的帶寬。如果網(wǎng)民從來沒有注意到橫幅廣告，他們當(dāng)然也不可能來點擊這一廣告。 (AdsOff!, Guard, JunkBuster...)因此，人們可以假設(shè)如果網(wǎng)民們更為熟悉網(wǎng)絡(luò)媒介的增益，他們就能學(xué)會從網(wǎng)絡(luò)廣告中辨析內(nèi)容。 假設(shè) 2：網(wǎng)民越多的將時間花費在網(wǎng)絡(luò)上，同時他們將越少的注意橫幅廣告。 盡管閱讀模式的研究通過眼球追蹤仍在進行 (Hy246。 研究設(shè)計： 我們的研究是利用門戶網(wǎng)站的信息作為背景。三個一般主題的搜索使用了不同的門戶網(wǎng)站。 其中一項研究表明，阻礙橫幅廣告發(fā)揮作 用的問題之一是有一半的橫幅廣告并不想?yún)⑴c風(fēng)險競爭。這可能導(dǎo)致網(wǎng)民認為所有的潛在廣告都是位于屏幕的頂部。不幸的是，我們并沒有發(fā)現(xiàn)對于假設(shè) 2 的支持。然而這并不意味著，有一半的橫幅廣告是浪費資源。其他的研究人員（例如夏皮羅，麥金尼斯和黒克勒， 1997）也得出了類似的結(jié)論。但是這并不是讓我們創(chuàng)建較少的能被專家和年 輕網(wǎng)民看到的橫幅廣告。正如橫幅廣告的情況一樣，司機也可能在從事其他活動時遇到戶外廣告牌。 出處： Xavier Dr232。正如 Donthu, Cherian, 和 Bhargava (1993)所提出的觀點， 戶外廣告牌對消費者的意識回憶產(chǎn)生影響即使其很少使消費者立即采取行動。我們將在研究 2 中根據(jù)傳統(tǒng)廣告的相關(guān)性將這些因素進一步調(diào)查。此外，它意味著 點擊率并不能充分的衡量廣告的有效性因為粗略的接受過程
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