外文翻譯---網(wǎng)絡(luò)廣告：不同的傳媒形式-在線瀏覽
2025-07-31 08:53本頁面
【正文】 priate 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 number of consumers who see its ad (Reach) and of the number of times each consumer sees the ad (Frequency). The interactive nature of the Inter medium has lead to new criteria for the measurement of advertising effectiveness: page views (or impressions) and clickthroughs. Impression represents an opportunity for a surfer to see and click on a banner ad within a publisher39。s Web page, and clickthrough represents the mitted action of a surfer who actually clicks on a banner ad in response to its message. This immediate measure of advertising response is a new concept that can only be measured on the Inter. Many see it as the ultimate measure of advertising effectiveness. Adaptive Advertising First, it should be noted that ads from standard media e to prospective customers whereas prospective customers on the Inter medium e to ads. Furthermore, in contrast to the mass, or segmented, marketing strategies that are afforded by standard media (., a TV advertisers can focus their efforts on a given demographic or geographic segments), Inter advertising creates the potential o
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