网络广告外文翻译.doc

原文online advertisingonline advertising is a form of promotion that uses the internet and world wide web for the expressed purpose of delivering marketing messages to attract customers. examples of online advertising include contextual ads on search engine results pages, banner ads, rich media ads, social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.online advertising is an emerging advertising media, from 1997 china online advertising was born, online advertising development is rapid, paid search advertising become network advertisement new growth point. compared with the similar foreign market, chinas network advertisement market is still behind many, but the market has great potential. form and creative backward, advertising regulatory basic lack, chinas online advertising market existing main problems. later, chinese online advertising to two-way interaction the direction of development, meanwhile, and traditional media integration will further strengthen. after data access network advertisement, learned some basic knowledge, grasps the network advertisement, situation and development trend of the network advertisement is the development trend of stud. this paper points out the chinese internet advertising the problems and proposes the perfecting of net ads scientific management method. through chart to china internet advertising status and developing trends are analyzed and summarized. through the analysis of the chinese internet advertising market characteristics, chinese internet advertising, the present situation of and problems existing in some ideas to solve the problem. internet advertising development situation, it is modern unstoppable advertising the inheritance and development of, become the emerging advertising media.competitive advantage over traditional advertising:one major benefit of online advertising is the immediate publishing of information and content that is not limited by geography or time. to that end, the emerging area of interactive advertising presents fresh challenges for advertisers who have hitherto adopted an interruptive strategy.another benefit is the efficiency of advertisers investment. online advertising allows for the customization of advertisements, including content and posted websites. for example, adwords and adsense enable ads shown on relevant webpages or aside of search results of pre-chosen keywords. another is the payment method. whatever purchasing variation is selected, the payment is usually relative with audiences response.purchasing variations:the three most common ways in which online advertising is purchased are cpm, cpc, and cpa.cpm (cost per impression) is where advertisers pay for exposure of their message to a specific audience. cpm costs are priced per thousand impressions, or loads of an advertisement. however, some impressions may not be counted, such as a reload or internal user action. the m in the acronym is the roman numeral for one thousand. cpv (cost per visitor) or (cost per view in the case of pop ups and unders) is where advertisers pay for the delivery of a targeted visitor to the advertisers website. cpc (cost per click) is also known as pay per click (ppc). advertisers pay each time a user clicks on their listing and is redirected to their website. they do not actually pay for the listing, but only when the listing is clicked on. this system allows advertising specialists to refine searches and gain information about their market. under the pay per click pricing system, advertisers pay for the right to be listed under a series of target rich words that direct relevant traffic to their website, and pay only when someone clicks on their listing which links directly to their website. cpc differs from cpv in that each click is paid for regardless of whether the user makes it to the target site. cpa (cost per action) or (cost per acquisition) advertising is performance based and is common in the affiliate marketing sector of the business. in this payment scheme, the publisher takes all the risk of running the ad, and the advertiser pays only for the amount of users who complete a transaction, such as a purchase or sign-up. this is the best type of rate to pay for banner advertisements and the worst type of rate to charge. similarly, cpl (cost per lead) advertising is identical to cpa advertising and is based on the user completing a form, registering for a newsletter or some other action that the merchant feels will lead to a sale. also common, cpo (cost per order) advertising is based on each time an order is transacted. cost per conversion describes the cost of acquiring a customer, typically calculated by dividing the total cost of an ad campaign by the number of conversions. the definition of conversion varies depending on the situation: it is sometimes considered to be a lead, a sale, or a purchase. cpe (cost per engagement) is a form of cost per action pricing first introduced in march 2008. differing from cost-per-impression or cost-per-click models, a cpe model means advertising impressions are free and advertisers pay only when a user engages with their specific ad unit. engagement is defined as a user interacting with an ad in any number of ways. though, as seen above, the large majority of online advertising has a cost that is brought about by usage or interaction of an ad, there are a few other methods of advertising online that only require a one time payment. the million dollar homepage is a very successful example of this. visitors were able to pay $1 per pixel of advertising space and their advert would remain on the homepage for as long as the website exists with no extra costs.floating ad: an ad which moves across the users screen or floats above the content. expanding ad: an ad which changes size and which may alter the contents of the webpage. polite ad: a method by which a large ad will be downloaded in smaller pieces to minimize the disruption of the content being viewed wallpaper ad: an ad which changes the background of the page being viewed. trick banner: a banner ad that looks like a dialog box with buttons. it simulates an error message or an alert. pop-up: a new window which opens in front of the current one, displaying an advertisement, or entire webpage. pop-under: similar to a pop-up except that the window is loaded or sent behind the current window so that the user does not see it until they close one or more active windows. video ad: similar to a banner ad, except that instead of a static or animated image, actual moving video clips are displayed. map ad: text or graphics linked from, and appearing in or over, a location on an electronic map such as on google maps. mobile ad: an sms text or multi-media message sent to a cell phone. in addition, ads containing streaming video or streaming audio are becoming very popular with advertisers.e-mail advertisinglegitimate email advertising or e-mail marketing is often known as opt-in e-mail advertising to distinguish it from spam.affiliate marketingaffiliate marketing was an invention by cdn in 1994 and was excelled by a when it launched its affiliate program, called associate program in 1996. the online retailer used its program to generate low cost brand exposure and provided at the same time small websites a way to earn some supplemental income.contextual advertisingmany advertising networks display graphical or text-only ads that correspond to the keywords of an internet search or to the content of the page on which the ad is shown. these ads are believed to have a greater chance of attracting a user, because they tend to share a similar context as the users search query. for example, a search query for flowers might return an advertisement for a florists website.another newer technique is embedding keyword hyperlinks in an article which are sponsored by an advertiser. when a user follows the link, they are sent to a sponsors website.behavioral targetingin addition to contextual targeting, online advertising can be targeted based on a users past clickstream. for example, if a user is known to have recently visited a number of automotive shopping / comparison sites based on clickstream analysis enabled by cookies stored on the users computer, that user can then be served auto-related ads when they visit other, non-automotive sites.网络广告网络广告是发布在英特网和万维网上,为了吸引顾客提供市场信息的一种促销形式。网络广告的例子包括相关的广告在搜索引擎结果页，横幅广告，富媒体广告，社会网络广告，在线分类广告，广告网络，包括电子垃圾邮件的电子邮件营销。网络广告是新兴的广告媒体，从1997年中国网络广告诞生，网络广告发展迅速，付费搜索广告成为网络广告新的增长点。与国外同类市场相比，中国网络广告市场依然落后不少，但市场潜力巨大。形式和创意落后，广告监管基本缺失，是中国网络广告市场存在的主要问题。以后，中国网络广告将向“双向互动”的方向发展，同时，与传统媒体的融合将进一步加强。经过查阅资料，了解了网络广告的一些基本常识，掌握了网络广告的现状和发展趋势，网络广告的发展趋势是锐不可挡的。本论文指出了中国网络广告中存在的问题，提出了完善对网络广告科学化管理的方法。通过图表对中国网络广告的现状及发展趋势做了分析和总结。通过分析中国网络广告的市场特征，中国网络广告的现状，及存在的一些问题，解决问题的一些见解。网络广告的发展形势不可阻挡，是现代广告的继承和发展，成为新兴的广告媒体。与传统广告相比的竞争优势：网络广告的一个主要优点就是即时信息和内容发布，并且不受地域或时间的限制。为此，互动广告的新兴领域显现出对于广告新的挑战。另一个优点就是广告客户的投资效益。网络广告允许广告定制，包括内容和发布网站。举例来说，adwords和adsense相关的网页上启用或预先选择的关键字的搜索结果除了显示广告。另一种是付款方式。无论是选择购买的变化，付款通常与观众的反应相对的。购买方式的变化：有三种最常见的网络广告购买方式是cpm，cpc和cpa。cpm（每印象成本）广告客户对他们在信息暴露于特定的受众支付。每千次展示成本的价格每千次展示或广告负荷。然而，一些印象可能不被计算，如重载或内部用户操作。其中的缩写m是千罗马数字。cpv（每个访问者成本）或（每查看成本中的弹出窗口和unders的情况下）是广告客户为访问者提供有针对性的广告客户网站支付。cpc（每次点击成本）也被称为每次点击（ppc）的缴款。每个广告客户支付的上市时间，并在用户点击被重定向到他们的网站。他们不实际支付的上市，但只有当该列表的点击量。这个系统允许广告专家对他们的搜索和完善市场获取信息。根据每次点击支付的价格体系，广告客户支付的权利下一个目标是丰富的话，直接上市的一系列相关流量的网站，只需支付其上市时，其直接链接到他们的网站有人点击。cpc的不同之处在于无论用户进行到目标网站，每次都要点击支付。cpa（每行动成本）或（每次获得费用）广告是表现为基础，并在有关业务部门的共同联盟营销。在此付款计划，发布者通吃的广告运行的风险，与广告客户只需支付金额为用户谁完成，如购买交易，或注册。这是最好的速度型向支付横幅广告及收费率最差的类型。同样，cpl（成本每线）广告是相同的广告和注册会计师是在填写表格的用户，申请电子报或其他行动，商家认为会导致转让登记为基础。也很普遍，cpo（每张订单的成本）是根据每个订单进行交易的时间。每次转换的成本，获取介绍客户，一般是通过除以转换次数的广告活动的总成本计算成本。对“转换”的定义而有所不同的情况：它有时被认为是一种领先，一种销售或一种购