外文翻譯---網(wǎng)絡(luò)廣告：不同的傳媒形式(存儲版)
【正文】 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 in reaching mass markets. It requires a minimum number of interactions and has been used for more than a century. It is very different from the requestbased mode of information dissemination that occurs on the Inter. On the Inter, advertisers still contract with content providers to insert advertisements within the programming offered to consumers. But from this point on, everything is different. First, content providers do not push their content on consumers at preestablished points in time. Rather, they wait for consumers to request the information when they are ready to consume it. Second, content providers do not broadcast the advertisements linearly along with their content. Rather they send their content to consumers with an instruction to retrieve the appropriate piece of advertisement directly from the advertiser. Advantages of Advertising on the Inter The multiplicity of interactions that e about by the modus operandi of the Inter creates a wealth of opportunities for marketers (some have called the Inter the Holy Grail of marketers). First of all, since consumers directly request the content they would like to access, it bees easy (at least theoretically) to measure the size of the audience of a particular ad campaign. Second, since consumers who subscribe to several different content providers displaying the same ad have to request the ad from the advertisers themselves rather than from the content providers, it bees potentially easy for the advertisers to measure the true frequency of exposure. Third, because the advertiser only serves the actual ad content at the time when the consumer is ready to consume it, advertisers don’t have to mit on the ad content until the last instant. This provides considerable opportunity for tailoring an advertising message to a particular prospective consumer. We now explore some of these opportunities. Accurate measurement Now that consumers and advertisers interact directly on the Inter, great improvements in quality of marketing research can be made by shifting from a surveybased to a censusbased method of assessing advertising effectiveness. Figures 1 and 2 suggest the benefits of a censusbased advertising tracking methodology. In figure 1, the advertiser reaches Consumer 1 through both Provider 1 and Provider 2. However, given the lack of consumer level data, all the advertiser knows is that Provider 1 and Provider 2 reach similar demographics. He will have no indication of the actual overlap between the magazines or television stations. In contrast, the Inter advertiser will see Consumer 1 e twice (figure 2), once send by Provider 1 and a second time send by Provider 2. Hence, the advertiser now has an accurate measurement of the
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