網(wǎng)絡(luò)廣告外文翻譯中英文對(duì)照(編輯修改稿)
2025-01-11 03:23 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 costs. A new advertising medium The Web differs fundamentally from the traditional advertising media of television, radio, and print in at least three important ways: ? Every ad served on the Web goes to an individual who can be characterized personally, rather than to a group that must be characterized statistically. Advertisers can therefore carefully target or even customgenerate ads, according to their degree of knowledge about an individual. ? A Web ad receives direct feedback concerning its effectiveness. If a user clicks on an ad, then advertisers consider it an effective ad. ? The realtime nature of the Inter lets ad campaigns adapt to nearly instantaneous feedback. Each ad run can measure exactly how many times an ad has 畢業(yè)論文譯文 6 been shown and clicked, allowing for a quick change of strategy. If a particular ad is not effective on a certain site, an advertiser can show it elsewhere or change the image in a matter of hours. Traditional media, in contrast, have advertising lead times measured in weeks and months. The individually targeted, interactive, highly measurable, and realtime nature of the Web makes it an entirely new medium about which the advertising industry will have to learn. It’s not unlike direct marketing pushed to an extreme. Combining these unique elements with the appealing demographics of Inter users and exponentially growing Inter use provides an explosive potential for Web advertising. In other respects, the Web shares similarities with existing advertising, requiring ads to grab the viewer’s attention. Brandname recognition remains crucial. For example, Amazon is working hard to establish its name, through traditional and Web based advertising. The lessons learned in marketing departments about what makes an image appealing and attractive still apply when designing Web images. However, advertisers can apply these lessons more effectively on the Web, because they know much more about those to whom they are advertising and can alter an ad campaign in response to realtime feedback. Web advertising models The Web has now evolved its own collection of advertising terminology, policies, distribution, and pricing models. The most mon ad is the rectangularshaped banner ad, appearing on the side, top, or bottom of a page as a distinct, clickable image. The ad image can be quite diverse, from progressive JPEG or interlaced and animated GIF images, to plex userinteractive JavaScript. Banner ads e in various standardized sizes to facilitate interchangeability. A site, which might have several slots for banner ads, can sell ad space either directly to one or more sponsors, or indirectly through an advertising pany such as DoubleClick. In either case, different ads rotate through the same bannerad slot. When a user loads a certain page, an appropriate banner ad is selected
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