6-電子服務(wù)中的廣告(編輯修改稿)
2025-03-06 02:30 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 s are transferred to an advertiser?s site, and frequently directly to the shopping page of that site ? the ability to customize some of them to the targeted individual surfer or market segment of surfers “forced advertising” ? banners may include attentiongrabbing multimedia 華中農(nóng)業(yè)大學(xué)經(jīng)管 土管學(xué)院 33 2023/3/7 Banner Ads ? Limitations of banner ads ? High cost of placing ads on highvolume sites ? Limited amount of information can be placed on the banner ? Click ratio: ratio between the number of clicks on a banner ad and the number of times it is seen by viewers。 measures the success of a banner in attracting visitors to click on the ad 華中農(nóng)業(yè)大學(xué)經(jīng)管 土管學(xué)院 34 2023/3/7 Banner Ads (cont.) ? Banner swapping: An agreement between two panies to each display the other?s banner ad on its Web site ? Banner exchanges: Markets in which panies can trade or exchange placement of banner ads on each other?s Web sites 華中農(nóng)業(yè)大學(xué)經(jīng)管 土管學(xué)院 35 2023/3/7 Advertising Methods (cont.) ? Email advertising ? mailing lists via ? advantages ? low cost ? the ability to reach a wide variety of targeted audiences ? information on how to create a mailing list, consult (the service is free), , or 華中農(nóng)業(yè)大學(xué)經(jīng)管 土管學(xué)院 36 2023/3/7 ? Email ? Several million users may be reached directly ? Purchase addresses ? Send the pany information (low cost) ? A wide variety of audiences (customer database) ? Target a group of people that you know something about ? Problems: ? Junk mail and Spamming Advertisement Methods (cont.) 華中農(nóng)業(yè)大學(xué)經(jīng)管 土管學(xué)院 37 2023/3/7 Unsolicited Electronic Ads ? UCE (unsolicited mercial ) ? Spamming: Using to send unwanted ads (sometimes floods of ads) ? What drives UCE? 80 percent of spammers are just trying to get people?s financial information—credit card or bank account numbers—to defraud them 華中農(nóng)業(yè)大學(xué)經(jīng)管 土管學(xué)院 38 2023/3/7 Unsolicited Electronic Ads (cont.) ? Why is it difficult to control spamming? ? spammers send millions of s, shifting Inter accounts to avoid detection ? use cloaking, they strip away clues (name and address) about where spam originates ? server substitutes fake addresses ? many spam messages are sent undetected through unregulated Asian routes 華中農(nóng)業(yè)大學(xué)經(jīng)管 土管學(xué)院 39 2023/3/7 Unsolicited Electronic Ads (cont.) ? Solutions to spamming ? antispam legislation is underway in many countries ? ISPs and providers (Yahoo, MSN, AOL) ? junkmail filters ? automatic junkmail deleters ? blockers of certain URLs and addresses ? Spamfiltering site for a country 華中農(nóng)業(yè)大學(xué)經(jīng)管 土管學(xué)院 40 2023/3/7 Advertisement Strategies ? Interbased Ad Design ? Visually appealing ? Targeted to specific groups or to individual consumers ? Emphasize brands and a firm?s image ? Part of an overall marketing strategy ? Seamlessly linked with the ordering process 華中農(nóng)業(yè)大學(xué)經(jīng)管 土管學(xué)院 41 2023/3/7 Advertisement Strategies (cont.) ? Interbased ad design: important factors ? Pageloading speed ? Graphics and tables—simple, meaningful, and match standard monitors ? Thumbnail (icon, graphs) are useful ? Business content ? Clear and concise text with pelling page title and header text ? Minimal amount of information requested for registration 華中農(nóng)業(yè)大學(xué)經(jīng)管 土管學(xué)院 42 2023/3/7 Advertisement Strategies (cont.) ? Interbased Ad Design: Important Factors (cont.) ? Navigation efficiency and patibilit
黨政相關(guān)相關(guān)推薦
鄂ICP備17016276號(hào)-1