外文翻譯---網(wǎng)絡廣告：不同的傳媒形式-文庫吧資料
2025-05-22 08:53本頁面
【正文】 he Inter, is difficult to assess. The different methods of pricing advertising on the Inter (on the basis of impressions or clickthroughs) also make it difficult to assess the cost/effectiveness of advertising in this new medium and thus hamper the implementation of advertising budgeting. Because Inter advertising involves a partial allocation of bandwidth to advertising messages, it is more difficult to draw a prospective consumer39。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 adaptively. Because of the two way flow of information that characterizes the medium, the latter can deliver advertising messages to individual consumers and, at the same time, gather consumer information on a continuous basis as prospective consumers surf the publisher or advertiser39。畢業(yè)論文（設計）外文翻譯 一、外文原文 標題： Inter Advertising: The Medium is the Difference 原文： Introduction Inter advertising is growing at an impressive rate. A recent report by Price WaterhouseCoopers estimates 1998 online ad revenues at $ billion, more than twice those of 1997. By year 2020, it has been projected that ad revenues will grow to a level of $ billion (IAB, 1998). This spectacular growth es as no surprise if one considers that on the one hand, advertisers are always looking for new ways to reach their target audience, and on the other hand, web site operators are always looking for new sources of revenues to finance their evermounting operating costs. Indeed, in order to take full advantage of the potential of Inter advertising, and to avoid its pit
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