电子服务中的广告.ppt

Chapter6 AdvertisementinElectronicCommerce 2 2020 3 31 一 WebAdvertisement AdviewsBannerClick adclick ClickratioCookieCPM HitImpressionsReach Advertisingisanattempttodisseminateinformationinordertoaffectabuyer sellertransactionInternetAdvertisingTerminology 3 2020 3 31 Clicks 点击次数 访问者通过点击横幅广告而访问厂商的网页 称点击一次 点击这个广告 即表示他对广告感兴趣 希望得到更详细的信息 Click click throughoradclick Acountmadeeachtimeavisitorclicksonanadvertisingbannertoaccesstheadvertiser sWebsite 4 2020 3 31 Clickrate 点击率 clickthroughratio 广告被点击的次数与与页面被浏览次数的比率 即click impression 如果这个页面出现了一万次 而网页上的广告的点击次数为五百次 那么点击率即为5 目前 亚太区的点击率平均为1 5 点击率可以精确地反映广告效果 也是网络广告吸引力的一个标志 5 2020 3 31 CPM CPM costperthousandimpression千人印象成本 Thefeeanadvertiserpaysforeach1 000timesapagewithabanneradisshown 即广告主购买1000个广告收视次数的费用或者是广告被1000人次看到所需的费用 比如说一个广告Banner的单价是 1 CPM的话 意味着每一千个人次看到这个Banner的话就收 1 如此类推 10 000人次访问的主页就是 10 6 2020 3 31 CPC 每次点击成本 CPC costperclick throughs 每点击一次网页上的广告所收取广告主的费用 CostPerClick CostPerThousandClick Through 7 2020 3 31 WebAdvertising cont Hit RequestfordatafromaWebpageorfileStickinessCharacteristicthatinfluencestheaveragelengthoftimeavisitorstaysinasite 8 2020 3 31 WebAdvertising cont IP PV和UV及三者的关系IP 独立IP 即InternetProtocol 指独立ip数 00 00 24 00內相同IP地址被计算一次 PV 访问量 即PageView 即页面浏览量或点击量 用户每次刷新记为一次 UV 独立访客 即UniqueVisitor 访问网站的一台电脑客户端为一个访客 00 00 24 00內相同的客户端只被计算一次 如果某网站IP有1000的话 每个访问者平均访问了3个页面 那么pv的记录就是3000 9 2020 3 31 WebAdvertising cont IP PV和UV及三者的关系具体例子 三人用一台adsl电脑访问某网站 并且每人浏览2个页面 那么网站的流量统计是 IP 1PV 6UV 1若三人都是更换了IP 重新拨号 后各浏览了2个页面 那么网站的流量统计是 IP 3PV 6UV 1所以 ip反映的是网络地址对象的数量 uv反映的是实际使用者的数量 每个uv相对于每个ip更准确地对一个实际浏览者 10 2020 3 31 二 网络广告的种类 1 主页式网上广告商直接为企业提供域名 并制作主页 企业可在这个主页中自由发布自已产品的有关信息 11 2020 3 31 搜狐主页上的旗帜广告 BannerAdvertisement 旗帜广告以GIF JPG等格式建立的图象文件 一般为长方形 类似于旗帜定位在网页中 大多用来表现广告内容 12 2020 3 31 搜狐首页的旗帜型广告 5 按钮广告 button 按钮广告类似于旗帜广告和标志广告 logo 尺寸偏小 表现手法较简单 但经常表现为不同的图形 某网站的一个按钮广告 14 2020 3 31 2 企业黄页式电话号簿内的企业黄页 由广告商将广告企业加以分类 将名称 也可带有简介及链接 放置于特定的位置 供用户检索 这种方式适用于小规模的专业性较强的生产性或经营性企业 3 网页嵌入式在广告商的网页上嵌插广告条 大体相当于传统的报栏广告或电视插播广告 但比前二者形式更为灵活 效果也远较前二者显著 做嵌入式广告重要的是选择好网页 这种方式特别适合于企业新产品和广告 往往会收到意想不到的广告效应 就目前的情况看 与IT业有关的产品采用此种方式效果似乎更为显著 15 2020 3 31 移动广告 移动广告 Mobile 是一种可以在屏幕上移动的小型图片广告 当用户用鼠标点击该图片时 移动广告会自动扩大来展示广告版面 新浪首页的移动广告 16 2020 3 31 搜狐首页的弹出式广告 17 2020 3 31 全屏广告 6 游戏广告 广告游戏是利用互动游戏技术将嵌入其中的广告信息传达给受众的广告形式 参见下图 JackDaniel公司的一个3D游戏广告 邮件列表广告 DirectMarketing 直邮广告 利用网站电子刊物服务中的电子邮件列表 将广告加在每天读者所订阅的刊物中发放给相应的邮箱所属人 电子邮件式广告 E Mail 广告形式以Banner为主 广告体现在拥有免费电子邮件服务的网站上 广告会出现在个人邮箱的主页上 21 2020 3 31 巨型广告 巨型广告 Huge 一般要占屏幕显示的1 3空间 版面增大后 可以增加广告显示的信息 形式也更多样化 可以吸引访问者更多的注意力 网络媒体新华网MSN人民网中华网中青在线 窄告 通栏广告 CCTV CCTV CCTV 23 2020 3 31 WhyInternetadvertising Adscanbeupdatedanytimewithaminimalcost makingthemtimelyandveryaccurateAdsreachverylargenumberofpotentialbuyersallovertheworldOnlineadsaremuchcheaperincomparisontotelevision newspaper orradioadsTelevisionviewersaremigratingtotheInternet 3 4ofPCusersgaveupsometelevisiontime WebTVandInternetradioareattractingmorepeople 24 2020 3 31 Webadseffectivelyusetext audio graphics andanimationWelleducated high incomeInternetusersareadesiredtargetforadvertisersAdseasilycombinegames entertainment andpromotionsWebadscanbeinteractiveandtargetedTheuseoftheInternetisgrowingveryrapidly WhyInternetadvertising 25 2020 3 31 WebAdvertisement Internetvs TraditionalmethodsCombiningadvertisingmediaInternetisthefastestgrowingmediuminhistory GrowingFast 26 2020 3 31 WebAdvertisement cont ObjectivesandgrowthofInternetadvertisement persuadecustomerstobuyacertainproductorserviceTargetedAdvertisement one to one CustomizeadstofitindividualsCanbeexpensiveaswellasrewardingGaincosteffectivenessbytargetinggroups basedonsegmentation 27 2020 3 31 TargetedAdvertisement one to one TheDoubleClick DC Approach 3M wantstoadvertiseits 10 000multimediaprojectorsDCmonitorspeoplebrowsingtheWebsitesofcooperatingcompaniesMatchesthemagainstadatabaseFindsthosepeopleworkingforadvertisingagenciesorusingUnixsystem potentialbuyers 28 2020 3 31 TargetedAdvertisement one to one TheDoubleClick DC Approachfor3MCorp cont Buildsadossieronyou yourspending andyourcomputinghabitsusing acookie Preparesanadfor3Mprojectorstargetedforpeoplewhoseprofilematcheswhatisneededfor3MDoubleClicksharesrevenuewithcooperatingpartners 29 2020 3 31 ProsofInternetAdvertisementInternetadvertisementsareaccessedondemand24hoursaday 365daysayear andcostsarethesameregardlessofaudiencelocationAccessedprimarilybecauseofinterestinthecontent somarketsegmentationopportunityislarge WebAdvertisement cont 30 2020 3 31 WebAdvertisement cont ProsofInternetAdvertisement cont Opportunitytocreateone to onedirectmarketingrelationshipwiththeconsumerMultimediawillincreasinglymakeWebsitesmoreattractiveandcompelling 31 2020 3 31 AdvertisementMethods Banner OnaWebpage agraphicadvertisingdisplaylinkedtotheadvertiser sWebpageKeywordbanners BanneradsthatappearwhenapredeterminedwordisqueriedfromasearchengineRandombanners Banneradsthatappearatrandom notastheresultoftheviewer saction 32 2020 3 31 BannerAds Benefitsofbanneradsusersaretransferredtoanadvertiser ssite andfrequentlydirectlytotheshoppingpageofthatsitetheabilitytocustomizesomeofthemtothetargetedindividualsurferormarketsegmentofsurfers forcedadvertising bannersmayincludeattention grabbingmultimedia 33 2020 3 31 BannerAds LimitationsofbanneradsHighcostofplacingadsonhigh volumesitesLimitedamountofinformationcanbeplacedonthebannerClickratio ratiobetweenthenumberofclicksonabanneradandthenumberoftimesitisseenbyviewers measuresthesuccessofabannerinattractingvisitorstoclickonthead 34 2020 3 31 BannerAds cont Bannerswapping Anagreementbetweentwocompaniestoeachdisplaytheother sbanneradonitsWebsiteBannerexchanges Marketsinwhichcompaniescantradeorexchangeplacementofbanneradsoneachother sWebsites 35 2020 3 31 AdvertisingMethods cont E mailadvertisingmailinglistsviae mailadvantageslowcosttheabilitytoreachawidevarietyoftargetedaudiencesinformationonhowtocreateamailinglist theserviceisfree 36 2020 3 31 E mailSeveralmillionusersmaybereacheddirectlyPurchasee mailaddressesSendthecompanyinformation lowcost Awidevarietyofaudiences customerdatabase TargetagroupofpeoplethatyouknowsomethingaboutProblems JunkmailandSpamming AdvertisementMethods cont 37 2020 3 31 UnsolicitedElectronicAds UCE unsolicitedcommerciale mail Spamming Usinge mailtosendunwantedads sometimesfloodsofads WhatdrivesUCE 80percentofspammersarejusttryingtogetpeople sfinancialinformation creditcardorbankaccountnumbers todefraudthem 38 2020 3 31 UnsolicitedElectronicAds cont Whyisitdifficulttocontrolspamming spammerssendmillionsofe mails shiftingInternetaccountstoavoiddetectionusecloaking theystripawayclues nameandaddress aboutwherespamoriginatesserversubstitutesfakeaddressesmanyspammessagesaresentundetectedthroughunregulatedAsiane mailroutes 39 2020 3 31 UnsolicitedElectronicAds cont SolutionstospammingantispamlegislationisunderwayinmanycountriesISPsande mailproviders Yahoo MSN AOL junk mailfiltersautomaticjunk maildeletersblockersofcertainURLsande mailaddressesSpam filteringsiteforacountry 40 2020 3 31 AdvertisementStrategies Internet basedAdDesignVisuallyappealingTargetedtospecificgroupsortoindividualconsumersEmphasizebrandsandafirm simagePartofanoverallmarketingstrategySeamlesslylinkedwiththeorderingprocess 41 2020 3 31 AdvertisementStrategies cont Internet basedaddesign importantfactorsPage loadingspeedGraphicsandtables simple meaningful andmatchstandardmonitorsThumbnail icon graphs areusefulBusinesscontentClearandconcisetextwithcompellingpagetitleandheadertextMinimalamountofinformationrequestedforregistration 42 2020 3 31 AdvertisementStrategies cont Internet basedAdDesign ImportantFactors cont NavigationefficiencyandcompatibilityLinks well labeled accurate meaningfulSite compatiblewithbrowsers software etc MarketingCustomerFocusClearterms conditionsofthepurchases deliveryinformation returnpolicy etc Confirmationpageafterapurchase 43 2020 3 31 AdvertisementStrategies cont Pull Passive StrategyEffectivesiteprovideshelpfulandattractivecontentsanddisplayEffectiveandeconomicalwaytoadvertise unidentifiedpotentialcustomersworldwideAdvertisingWorld non commercialsitethatguidestheprocessoffindingcustomer srequestsYahoo portalsearchenginesiteregardedaseffectiveaidforadvertisement 44 2020 3 31 AdvertisementStrategies cont Push Active StrategySendinge mailstorelevantpeopleObtainingmailinglist processofidentifyingtargetcustomersMailinglistgeneration usesagenttechnology cookies andquestionnaires filledoutbycustomer 45 2020 3 31 ImplementingtheStrategies CustomizedadstrategyFilteringtheirrelevantinformationbyprovidingcustomizedadsCustomizedadsinWebcastingPersonalizednewsandinformationbycategoryUsersselectspecificcategoriestheywanttoreceive 46 2020 3 31 ImplementingtheStrategies ComparisonsasmediumforadvertisementCustomercomparesalternativeproductsandservicesFindstheleastexpensiveplacetopurchasetheitemUsesthecomparisonsitethatlistsvendorsandtheirpricesfortheproduct 47 2020 3 31 PushTechnology BenefitsRequestedinformationtheydeliveredautomaticallytotheirdesktopviaWebtechnologyandtheInternetDecreasesthenumberofhoursusedtosearchtheWeb 48 2020 3 31 PushTechnology cont Pointcasting masscustomizationofinformationPre specificationprofileSelectappropriatecontentDownloadselection 4typesofpushtechnologySelf servicedeliveryAggregateddeliveryMediateddeliveryDirectdelivery 49 2020 3 31 PushontheIntranetCompaniessetuptheirownchannelstopointcastimportantinternalinformationto theirownemployees onintranets theirsupplychainpartners onextranets TheFutureofPushTechnologyDrawback thebandwidthrequirementsarelargeExperts prediction thetechnologywillneverfly PushTechnology cont EffectivenessandPricingofAdvertisement ExposureModelsMultipleofnumberofguaranteedadviewsNumberofhitsClick ThroughNumberoftimescustomersclickonbannerOnlyeffectiveforlargecorporations InteractivityBasedonhowcustomerinteractswiththeadviewHowmuchtimewasspentviewingtheadActualPurchaseReferralfeebasedoncustomersmovingtoadsitetomakeapurchase Methodsformeasuringadvertisementeffectiveness conductingcostbenefitanalyses pricingads 51 2020 3 31 EconomicsofAdvertising PricingofadvertisingPricingbasedonadviews usingCPMPricingbasedonclick throughPaymentbasedoninteractivityPaymentbasedonactualpurchase affiliateprograms 52 2020 3 31 EconomicsofAdvertising cont Advertisingasarevenuemodelmanydot comfailureswerecausedbyusingadvertisingincomeasthemajorortheonlyrevenuesource 53 2020 3 31 SpecialAdvertisementTopics HowmuchtoadvertisePermissionadvertisementMeasuring auditing andanaly