网络广告不同的传媒形式.doc

毕业论文（设计）外文翻译一、外文原文标题：Internet Advertising: The Medium is the Difference原文： Introduction Internet advertising is growing at an impressive rate. A recent report by Price Waterhouse-Coopers estimates 1998 online ad revenues at $1.92 billion, more than twice those of 1997. By year 2000, it has been projected that ad revenues will grow to a level of $ 4.3 billion (IAB, 1998). This spectacular growth comes 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 ever-mounting operating costs. Indeed, in order to take full advantage of the potential of Internet advertising, and to avoid its pitfalls, one needs to rethink the consumer medium interaction as it applies to Internet advertising. In this article, we show how the underlying full-duplex networked organization of the Internet transforms the traditional one-way relationship between advertisers and consumers that is inherent in standard advertising. On the Internet, content providers take on roles of both conduits and interaction enablers in a two-way interaction with prospective consumers. This new model profoundly affects the relationship between each player. Consumers now interact with both content providers and advertisers. Content providers are not responsible for advertisement fulfillment anymore. It also affects how content providers are compensated for their services. As conduits, their compensation scheme was simple. As relationship creators, their value is harder to assess. least once), Gross Rating Points (GRP = Reach x Frequency), and some demographic information about the reached audience. The information reported to advertisers is generated through surveys or panels ofconsumers that measure audience viewing, or listening, patterns. For example, in the TV industry, People meter devices are used to monitor TV viewing patterns (i.e., whether a TV set is on or off and what program, if any is tuned at a given point in time), and consequently audience viewing habits, for a representative sample of households. However, for the television medium, content providers have imperfect information about their audiences. This is because marketing research firms are merely able to monitor the TV set patterns of a sample subset of the population rather than the actual viewing patterns of their audiences. Thus, the monitoring of broadcasts does not provide completely accurate information concerning who is tuned in to particular programs. Print media, such as newspapers and magazines, fare a little better in that they can readily estimate the size of their audience from the number of copies they sold. However, they still experience uncertainty as to the characteristics of their audience as they do not readily possess information about consumers who chose to buy their publications at a newsstand rather than those who subscribe. The Advertiser-Content Provider-Consumer framework, which we call broadcast, isvery efficient in reaching mass markets. It requires a minimum number of interactions and has been used for more than a century. It is very different from the request-based mode of information dissemination that occurs on the Internet. On the Internet, advertisers still contract with content providers to insert advertisements within the programming offered to consumers. But from this point on, everything is different. First, content providers do not push their content on consumers at pre-established points in time. Rather, they wait for consumers to request the information when they are ready to consume it. Second, content providers do notbroadcast the advertisements linearly along with their content. Rather they send their content to consumers with an instruction to retrieve the appropriate piece of advertisement directly from the advertiser. Advantages of Advertising on the InternetThe multiplicity of interactions that come about by the modus operandi of the Internet creates a wealth of opportunities for marketers (some have called the Internet the Holy Grail of marketers). First of all, since consumers directly request the content they would like to access, it becomes 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 becomes 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 dont have to commit 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 measurementNow that consumers and advertisers interact directly on the Internet, great improvements in quality of marketing research can be made by shifting from a survey-based to a census-based 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 Internet advertiser will see Consumer 1 come 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 Internet medium has lead to new criteria for the measurement of advertising effectiveness: page views (or impressions) and click-throughs. Impression represents an opportunity for a surfer to see and click on a banner ad within a publishers Web page, and click-through represents the committed 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 Internet. Many see it as the ultimate measure of advertising effectiveness. Adaptive Advertising First, it should be noted that ads from standard media come to prospective customers whereas prospective customers on the Internet medium come to ads. Furthermore, in contrast to the mass, or segmented, marketing strategies that are afforded by standard media (e.g., a TV advertisers can focus their efforts on a given demographic or geographic segments), Internet advertising creates the potential opportunity of micro-level marketing. This means that an Internet advertiser can specifically design and tailor a given advertising message to target a particular individual consumer. For example, an advertiser can chose to deliver a specific ad to agiven individual only after the individual has exhibited a particular type of behavior (e.g., has expressed a given level of interest in a particular product in view of his origin or previous clickstream history). As such an individual consumer who comes to an advertisers 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 web-based 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 theconsumer 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 (e.g., PC hardware) may be used to generate ads and for PC brands whereas a combination of key words (PC hardware and storage media) might be used to generate ads for CD-ROM, removable hard drives, or DVD drives. Conclusion To benefit from the unique Internet medium environment, advertisers and managers need to consider the idiosyncrasies of Internet advertising. A unique advantage of the Internet Medium is its bi-directional framework that incorporates two-way links between advertiser and prospective consumers. A beneficial byproduct of this linkage is that customers can be targeted individually at the micro-consumer 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 lattercan 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 advertisers Web sites. The integration of the transaction function within the medium provides for a closing of the marketing-response loop which permits the potential development of appropriate advertising and marketing strategies that will best influence a prospective consumers purchase behavior. Despite the promises of the Internet as an advertising medium, there are continuing challenges that make the effective implementation of advertising strategy difficult. Measurement problems exist due to lack of standardized advertising unit of measures, measurements, as well as difference in the tracking methodologies that are used by third party companies. Current measurement methods typically have limited accuracy. It is generally not possible to provide measures of ad effectiveness on the Internet that may be appropriately compared with those of standard media. Thus, relative media effectiveness across media, including the Internet, is difficult to assess. The different methods of pricing advertising on the Internet (on the basis of impressions or click-throughs) also make it difficult to assess the cost/effectiveness of advertising in this new medium and thus hamper the implementation of advertising budgeting. Because Internet advertising involves a partial allocation of bandwidth to advertising messages, it is more difficult to draw a prospective consumers attention to an ad on the Internet as it is shared with other contents including potentially competing ads on the same Web page. This suggests that ad design and placement aspects may be of great importance to insure that a consumer will be drawn to the banner ad. This means that it is important for advertisers to gain a greater understanding about how prospective consumers process information, including ads, on Web pages. In sum, there are great opportunities for advertisers on the Internet. However, as was pointed out, considerable challenges still remain. Nevertheless, it is expected that the opportunities and promises of the Web will be realized as advertisers and researchers continue to gain a better understanding of the unique characteristics of the Web as a medium as well as the nature of consumer search and response behavior on the Web.出处：Xavier Drze Fred Zufryden 【J】Markets and Culture, 2000 October 4, 1999二、翻译文章标题：网络广告：不同的传媒形式译文： 介绍网络广告正在以惊人的速度增长，PriceWaterhouse-Coopers公司最近的一份报告估计1998年网络广告的收入达到1.92亿美元，超过1997年的两倍。据预测，到2000年，广告收入将增长到43亿美元。网络广告的高速增长如果仅仅考虑一方面的话，就是广告商总是在寻找新的途径来达到他们的目标观众。而另一方面，网站经营者总是在寻找新的来源的收入，以资助他们永远增长的运营成本。事实上为了充分利用网络广告的潜力，并避免其缺陷，需要做的一方面就是重新考虑消费者中介互动，它适用于网络广告。在这篇文章中，我们展示了网络广告如何彻底改变以往传统广告中广告商和消费者之间的单向关系，而这种单向关系正是传统广告所固有的。在互联网上，内容提供商（泛指信息内容建设方面的，网络公司，广告公司或专业建站公司）提供了两种渠道，这为与消费者进行双向互动提供了有利条件。这种新模式深刻影响着广告商和消费者，内容提供商不再对广告负责了，这也影响了内容提供商对他们的服务得到补偿。作为渠道，他们的补偿方案很简单。随着关系的进一步深化，他们的价值是难以评估的，总收视（总收视=点击次数x频率），以及一些目标受众的人口信息。传统广告的信息上报是通过广告客户或小组的调查而产生的衡量观众观看，或聆听的图案频率。例如，在电视业，仪表设备用于监控电视观看模式（即，无论电视是开启或关闭，无论电视打开或关闭什么程序），因此一个观众的收看习惯可以作为一户家庭的典型样本。然而，在电视媒体，内容供应商和他们的观众信息不完全对称。这是因为市场研究公司仅仅能够监视电视机，而不是实际的观众观看模式的一个子集样本的人口模式，因此，广播检测不能提供有关听众收听哪个特定节目的完整信息。平面媒体如报纸和杂志，可以很容易的从他们所售卖的报纸和杂志的数量来估算他们目标受众的消费者群体数量。然而，他们仍然无法准确度量观众的特点，因为它们不容易掌握有关消费者购买是在报摊即时购买的还是订阅的。广告商-“内容提供者消费框架，而我们所谓的广播，是一种很有效的达到大众市场的方式，它对于与消费者互动几乎没有要求，并且这种方式延续了将近一个世纪。这种传输方式显然与以信息传播为基础的网络广告是不同的。在网络上，广告商和内容提供商签订合同，在向消费者提供的节目中插入广告。但是，从这个角度上，一切都不同。首先，内容提供商不会及时向消费者提供他们的内容，相反，他们等待消费者要求信息并准备使用它时，才提供。其次。内容提供商不会线性的播出广告，而是会根据消费者检索信息的不同而适时的提供与此相关的广告。网络广告的优势 网络互动形式的多样性为市场者创造财富提供了一次机会，（有些人称为互联网上的营销圣杯）。 首先，因为消费者直接要求他们想要接触的内容，这样就使在特定的广告竞争中衡量消费者类型变得更加容易（至少在理论上） 其次，由于消费者订阅到几个不同的供应商提供显示相同内容的广告要求广告要来自广告商，而不是从供应商提供的广告，从而广告商容易衡量暴露真实频率。 第三，由于广告商只会在消费者准备消费时才提供实际的广告内容，广告商不必承诺广告内容，直到最后时刻。这为把定制的广告信息传递到特定的潜在消费者提供相当多的机会。 我们现在探讨这些机遇。 精确度量现在，消费者和广告商在互联网上直接互动，并且可通过转变从以调查为基础到以普查为基础的评估网络广告效果的方法来改善市场调研质量。图1，图2显示了以普查为基础的网络广告跟踪方法的好处。在图1中，广告商到达消费者1需要通过供应商1和供应商2，然而，由于缺乏消费水平的数据，所有的广告商都知道的是，供应商1和供应商2有类似的数据。这将无法区分实际的在电视台和杂志之间的重叠。相比之下，网络广告商将会看到消费者1互动两次（图2），第一次由供应商1发送，第二次由供应商2发送，因此，广告商现在有了可以精确度量消费者看到它的广告的数量和次数以及每个消费者看到广告频率的精确测量的方法。网络媒体的互动性也导致了广告效果测量的新标准：“页面浏览量”（或印象）和“点击率”。印象是一个机会，为冲浪者看到并点击在出版商的网页的广告横幅，点击进入代表了广告商提供了其承诺的内容，以响应其消息广告横幅实际点击次数。这种广告的反应即时度量是一个新概念，只能在互联网上测量，许多人认为把它作为最终衡量广告效果的方式。图一：传统媒介广告的内容传输模式