【正文】 或關(guān)閉，無(wú)論電視打開(kāi)或關(guān)閉什么程序），因此一個(gè)觀眾的收看習(xí)慣可以作為一戶家庭的典型樣本。但是，從這個(gè)角度上，一切都不同。 我們現(xiàn)在探討這些機(jī)遇。這種廣告的反應(yīng)即時(shí)度量是一個(gè)新概念，只能在互聯(lián)網(wǎng)上測(cè)量，許多人認(rèn)為把它作為最終衡量廣告效果的方式。 廣告商可以量身打造環(huán)境適應(yīng)力很強(qiáng)的網(wǎng)絡(luò)廣告，并且讓消費(fèi)者在不經(jīng)意間參與其中例如，具體的廣告信息可以根據(jù)特定的搜索引擎搜索出關(guān)鍵字。這種形式已成為影響消費(fèi)者購(gòu)買行為最好的策略。但是，毫無(wú)疑問(wèn)網(wǎng)絡(luò)媒介的機(jī)遇和前景能夠?qū)崿F(xiàn)，因?yàn)閺V告商及研究人員繼續(xù)加深了解網(wǎng)絡(luò)媒介的特殊性，以及研究消費(fèi)者在網(wǎng)絡(luò)行為中的特質(zhì) 。網(wǎng)絡(luò)廣告定價(jià)（根據(jù)點(diǎn)擊次數(shù)或點(diǎn)擊率的基礎(chǔ)上）的不同方法也使其難以評(píng)估成本 /效益，從而阻礙了網(wǎng)絡(luò)廣告預(yù)算的執(zhí)行情況。這種聯(lián)系的一個(gè)有益的副產(chǎn)品是，客戶可以成為微觀消費(fèi)層面的目標(biāo)個(gè)體。作為一個(gè)消費(fèi)者第一次進(jìn)入廣告商網(wǎng)站就給廣告商傳遞可能會(huì)購(gòu)買一般產(chǎn)品形式的形式廣告。這將無(wú)法區(qū)分實(shí)際的在電視臺(tái)和雜志之間的重疊。 網(wǎng)絡(luò)廣告的優(yōu)勢(shì) 網(wǎng)絡(luò)互動(dòng)形式的多樣性為市場(chǎng)者創(chuàng)造財(cái)富提供了一次機(jī)會(huì)， （有些人稱為互聯(lián)網(wǎng)上的營(yíng)銷圣杯）。然而，他們?nèi)匀粺o(wú)法準(zhǔn)確度量觀眾的特點(diǎn)，因?yàn)樗鼈儾蝗菀渍莆沼嘘P(guān)消費(fèi)者購(gòu)買是在報(bào)攤即時(shí)購(gòu)買的還是訂閱的。這種新模式深刻影響著廣告商和消費(fèi)者，內(nèi)容提供商不再對(duì)廣告負(fù)責(zé)了， 這也影響了內(nèi)容提供商對(duì)他們的服務(wù)得到補(bǔ)償。s attention to an ad on the Inter as it is shared with other contents including potentially peting ads on the same Web page. This suggests that ad design and placement aspects may be of great importance to insure that a consumer will be drawn to the banner ad. This means that it is important for advertisers to gain a greater understanding about how prospective consumers process information, including ads, on Web pages. In sum, there are great opportunities for advertisers on the Inter. However, as was pointed out, considerable challenges still remain. Nevertheless, it is expected that the opportunities and promises of the Web will be realized as advertisers and researchers continue to gain a better understanding of the unique characteristics of the Web as a medium as well as the nature of consumer search and response behavior on the Web. 出處： Xavier Dr232。s site for the first time might be given advertising in the form of general product information. In contrast, a repeat visitor might be given more detailed product information in an effort to move him/her towards a product purchase decision. In this webbased environment, the advertiser can decide whether he wants the consumer to see the same ad twice, or see two different ads. Further, by limiting the number of repetitions a consumer is exposed to, advertisers can limit burnout and maximize their return on marketing expenditures. An advertiser also has the ability to tailor the ad campaign to the environment the consumer is involved in at a particular moment. For instance, specific advertising messages can be tailored to specific search engine keywords. Thus, a particular key word (., PC hardware) may be used to generate ads and for PC brands whereas a bination of key words (PC hardware and storage media) might be used to generate ads for CDROM, removable hard drives, or DVD drives. Conclusion To benefit from the unique Inter medium environment, advertisers and managers need to consider the idiosyncrasies of Inter advertising. A unique advantage of the Inter Medium is its bidirectional framework that incorporates twoway links between advertiser and prospective consumers. A beneficial byproduct of this linkage is that customers can be targeted individually at the microconsumer level. In addition, because of the interactivity afforded by the medium, the advertiser can tailor individual advertising and formulate advertising messages adaptive