网络广告现状与发展趋势研究》广告学专业毕业设计外文文献翻译.doc

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.Ads and malwareThere is also class of advertising methods which may be considered unethical and perhaps even illegal. These include external applications which alter system settings (such as a browsers home page), spawn pop-ups, and insert advertisements into non-affiliated webpages. Such applications are usually labeled as spyware or adware. They may mask their questionable activities by performing a simple service, such as displaying the weather or providing a search bar. Some programs are effectively trojans. These applications are commonly designed so as to be difficult to remove or uninstall. The ever-increasing audience of online users, many of whom are not computer-savvy, frequently lack the knowledge and technical ability to protect themselves from these programs. On the status of Chinas online advertising and Development sumti Sarkar Department of Information Management, Lancaster University Key words：online advertising, Internet, Development Abstract With the Internet economy, online advertising came into being. The late 20th century, the Internet swept the world, more and more people are beginning to realize networks with the media features, so the fourth media the word began to frequently appear in daily life. Although online advertising is still a small market share, but as the fourth medium of the Internet development Querang traditional media dare not ignore. Because its growth rate far exceeds other types of media. This article about online advertising in Chinas situation and development trend.Internet advertising is the main features are: 1 extensiveness and open: the network advertisement can advertising information through Internet all-weather, 24 hours uninterruptedly spreads to the world, these effects are traditional media can achieve. In addition, newspapers, magazines, television, radio, and trafflc signs such traditional advertising has a great compulsive, and network advertising process is open, the mandatory, this point with traditional media have a very different nature. 2. Real-time and controllability: network advertisement may according to the customer demand rapid manufacture and launch, while the traditional advertising production cost is high, dropping cycle fixed. Moreover, in the traditional media advertising on hard to change, even after publication can change also often needs to pay big economic costs, and network advertisement can according to customer needs to be changed in the contents of advertisements. So, advertisers business decision-making changes can timely implementation and promotion. 3. Directness and pertinence: through traditional advertising, consumers only indirectly touch the promotional products, not through advertising feel directly products or understand the manufacturer of the specific operation and service provision. While Internet advertising is different, as long as consumers saw interested content, directly click, and then enter into this enterprise website, understands the specific contents of the business. In addition, the network advertisement can launch to some specific target groups, even can do one-on-one directional issuance. According to the characteristics of different visitors, online advertising can be flexibly achieve time orientation, regional orientation, channel directional, thus fulfilling the consumer clear classified in a certain extent, guarantee the advertisements arrival rate. 4. Biphasic and interactivity: the traditional advertising information flow is one-sided, namely enterprise launched what content, consumer can passively accept what content. While the mono-direction network advertisement breakthrough the limitations of both sides, realizing the supply and demand of information flow two-way interaction. Through the Internet advertising links, users can from the manufacturer of websites related to get more and more detailed information. In addition, users can pass AD position directly fill out and submit online form information, the manufacturer can always get precious user feedback information. Meanwhile, the network advertisement can provide further inquiries, convenient and product consumer interaction and communication. 5. Easy statistical and can be assessed sex: in traditional media advertising, it is difficult to know exactly how many people receive advertising messages. While Internet advertising different, can detailed statistical a website each page is being viewed total number, the number of each advertising is clicked, and even detailed, specifically every visitor statistics shows the access time and IP address. In addition, provide network advertising website can usually build user database, including users geographic distribution, age, gender, income, occupation, marital status, hobbies, etc. These statistics can help advertisers statistics and analysis the market and the audience, according to the characteristics of advertising target audience, pertinently put ads, and according to the users characteristics of fixed-point launch and tracking analysis, the advertisement effect makes objective accurate assessmentIntroduction With the rapid development of Internet network in the world changing and multifaceted. Internet with its cross-temporal, cross-regional, illustrated charismatic way of disseminating information, creating a huge market, online advertising has become one of the network derivatives. It is a symbiotic relationship, and network. Therefore, the network also determines the future prospects of online advertising. Online advertising, mainly referring to the Internet as the carrier posted earnings of commercial advertising, aimed at inducing peoples interest and behavior in order to sell their goods, services or ideas. It is the new century, new life, new social and economic wizard, and with it anew meaning to become anew focus.1 BACKGROUND OF THE DEVELOPMENT OF ONLIN ADVERTISING Is the world s first online advertising in the United States in late 1994,at the time of the hotline magazine(Hotwired)published the now known as the flag ads(banner)advertising network. Since then, online advertising has been widely recognized and developed rapidly worldwide, China is no exception. March 1997,Chinabyte site appears first commercial online advertising, marking the birth of online advertising. It quickly with its own unique advantages as the new darling of the media industry. June 1998Junior World Cup web coverage by 2million yuan regarding advertising revenue, online advertising has never done so many advertisers have the opportunity to try the unique nature of online advertising, a move greatly promoted China Internet advertising process.2 DEVELOPMENT OF ONLIN ADVERTISING Online advertising become a great commercial potential media just around the corner. It goes without saying the advantages of online advertising, Web advertising seems to be no doubt that a better future. However, its current situation, it seems there hidden behind the online advertising boom. The most direct manifestation of this is to intercept all network advertising technology emerged and become very popular.3721s Internet Assistant, Google Bar and msn and other technologies for the interception by the large number of Internet users use Microsoft windows XP sp2operating system release, the provision of ad-blocking feat of this move is the biggest role and influence that it sounded user needs a sense of global online advertising ban and bad forms of interception war. This is mainly due to the acceptance of Internet users for online advertising, there are many psychological barriers, the main manifestations：（1） the low credibility of online advertising Combined with the previous survey, despite the Internet is central to access to information, but people trust the information on the Internet is far less than on trust in television and books. Correspondingly, the trust for online advertising is not high. CNN Workers C survey, only 1.6%of Internet users expressed satisfaction with online ads. With 36.0%of Internet users that can not guarantee the authenticity of online advertising. Given the openness of the Internet, anyone can easily put in the online advertising network. Together through the personal Web sites and pages the low cost online advertising to make people run their own online advertising has become possible, it was impossible to authenticity and quality of online advertising for the identification. Furthermore, due to regulatory delays, although the state of television advertising management with clear rules, but online advertising is still no specific government-related institutions or professional management oversight means ads on the network the whole process from production to release a thorough track and monitoring. Some advertisers to seek improper interest, take the opportunity to send false and illegal advertising online, resulting in infringement, fraud consumer rights continue. This can be said online advertising on the Internet quite a mixed bag. This is our users on the Internet advertising the most dissatisfaction.（2）mandatory to accept the phenomenon of online advertising Internet users naturally do not like ads, especially when they have no desire to buy. The site hopes to multiple ads, get more people to accept advertising, especially advertising in the larger proportion of their in come. This is a contradiction. In fact, Internet users are tired of Web ads intended rather heav