外文翻译网络广告不同的传媒形式Word格式.docx
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外文翻译网络广告不同的传媒形式Word格式.docx
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InternetAdvertising:
TheMediumistheDifference
原文:
Introduction
Internetadvertisingisgrowingatanimpressiverate.ArecentreportbyPriceWaterhouse-Coopersestimates1998onlineadrevenuesat$1.92billion,morethantwicethoseof1997.Byyear2000,ithasbeenprojectedthatadrevenueswillgrowtoalevelof$4.3billion(IAB,1998).Thisspectaculargrowthcomesasnosurpriseifoneconsidersthatontheonehand,advertisersarealwayslookingfornewwaystoreachtheirtargetaudience,andontheotherhand,websiteoperatorsarealwayslookingfornewsourcesofrevenuestofinancetheirever-mountingoperatingcosts.Indeed,inordertotakefulladvantageofthepotentialofInternetadvertising,andtoavoiditspitfalls,oneneedstorethinktheconsumermediuminteractionasitappliestoInternetadvertising.
Inthisarticle,weshowhowtheunderlyingfull-duplexnetworkedorganizationoftheInternettransformsthetraditionalone-wayrelationshipbetweenadvertisersandconsumersthatisinherentinstandardadvertising.OntheInternet,contentproviderstakeonrolesofbothconduitsandinteractionenablersinatwo-wayinteractionwithprospectiveconsumers.Thisnewmodelprofoundlyaffectstherelationshipbetweeneachplayer.Consumersnowinteractwithbothcontentprovidersandadvertisers.Contentprovidersarenotresponsibleforadvertisementfulfillmentanymore.Italsoaffectshowcontentprovidersarecompensatedfortheirservices.Asconduits,theircompensationschemewassimple.Asrelationshipcreators,theirvalueishardertoassess.leastonce),GrossRatingPoints(GRP=ReachxFrequency),andsomedemographicinformationaboutthereachedaudience.
Theinformationreportedtoadvertisersisgeneratedthroughsurveysorpanelsof
consumersthatmeasureaudienceviewing,orlistening,patterns.Forexample,intheTVindustry,PeoplemeterdevicesareusedtomonitorTVviewingpatterns(i.e.,whetheraTVsetisonoroffandwhatprogram,ifanyistunedatagivenpointintime),andconsequentlyaudienceviewinghabits,forarepresentativesampleofhouseholds.However,forthetelevisionmedium,contentprovidershaveimperfectinformationabouttheiraudiences.ThisisbecausemarketingresearchfirmsaremerelyabletomonitortheTVsetpatternsofasamplesubsetofthepopulationratherthantheactualviewingpatternsoftheiraudiences.Thus,themonitoringofbroadcastsdoesnotprovidecompletelyaccurateinformationconcerningwhoistunedintoparticularprograms.Printmedia,suchasnewspapersandmagazines,farealittlebetterinthattheycanreadilyestimatethesizeoftheiraudiencefromthenumberofcopiestheysold.However,theystillexperienceuncertaintyastothecharacteristicsoftheiraudienceastheydonotreadilypossessinformationaboutconsumerswhochosetobuytheirpublicationsatanewsstandratherthanthosewhosubscribe.TheAdvertiser->
ContentProvider->
Consumerframework,whichwecallbroadcast,is
veryefficientinreachingmassmarkets.Itrequiresaminimumnumberofinteractionsandhasbeenusedformorethanacentury.Itisverydifferentfromtherequest-basedmodeofinformationdisseminationthatoccursontheInternet.OntheInternet,advertisersstillcontractwithcontentproviderstoinsertadvertisementswithintheprogrammingofferedtoconsumers.Butfromthispointon,everythingisdifferent.First,contentprovidersdonotpushtheircontentonconsumersatpre-establishedpointsintime.Rather,theywaitforconsumerstorequesttheinformationwhentheyarereadytoconsumeit.Second,contentprovidersdonot
broadcasttheadvertisementslinearlyalongwiththeircontent.Rathertheysendtheircontenttoconsumerswithaninstructiontoretrievetheappropriatepieceofadvertisementdirectlyfromtheadvertiser.
AdvantagesofAdvertisingontheInternet
ThemultiplicityofinteractionsthatcomeaboutbythemodusoperandioftheInternetcreatesawealthofopportunitiesformarketers(somehavecalledtheInternettheHolyGrailofmarketers).
Firstofall,sinceconsumersdirectlyrequestthecontenttheywouldliketoaccess,itbecomeseasy(atleasttheoretically)tomeasurethesizeoftheaudienceofaparticularadcampaign.
Second,sinceconsumerswhosubscribetoseveraldifferentcontentprovidersdisplayingthesameadhavetorequesttheadfromtheadvertisersthemselvesratherthanfromthecontentproviders,itbecomespotentiallyeasyfortheadvertiserstomeasurethetruefrequencyofexposure.
Third,becausetheadvertiseronlyservestheactualadcontentatthetimewhentheconsumerisreadytoconsumeit,advertisersdon’thavetocommitontheadcontentuntilthelastinstant.Thisprovidesconsiderableopportunityfortailoringanadvertisingmessagetoaparticularprospectiveconsumer.Wenowexploresomeoftheseopportunities.
Accuratemeasurement
NowthatconsumersandadvertisersinteractdirectlyontheInternet,greatimprovementsinqualityofmarketingresearchcanbemadebyshiftingfromasurvey-basedtoacensus-basedmethodofassessingadvertisingeffectiveness.Figures1and2suggestthebenefitsofacensusbasedadvertisingtrackingmethodology.Infigure1,theadvertiserreachesConsumer1throughbothProvider1andProvider2.However,giventhelackofconsumerleveldata,alltheadvertiserknowsisthatProvider1andProvider2reachsimilardemographics.Hewillhavenoindicationoftheactualoverlapbetweenthemagazinesortelevisionstations.Incontrast,theInternetadvertiserwillseeConsumer1cometwice(figure2),oncesendbyProvider1andasecondtimesendbyProvider2.Hence,theadvertisernowhasanaccuratemeasurementofthenumberofconsumerswhoseeitsad(Reach)andofthenumberoftimeseachconsumerseesthead(Frequency).TheinteractivenatureoftheInternetmediumhasleadtonewcriteriaforthemeasurementofadvertisingeffectiveness:
"
pageviews"
(orimpressions)and"
click-throughs."
Impressionrepresentsanopportunityforasurfertoseeandclickonabanneradwithinapublisher'
sWebpage,andclick-throughrepresentsthecommittedactionofasurferwhoactuallyclicksonabanneradinresponsetoitsmessage.ThisimmediatemeasureofadvertisingresponseisanewconceptthatcanonlybemeasuredontheInternet.Manyseeitastheultimatemeasureofadvertisingeffectiveness.
AdaptiveAdvertising
First,itshouldbenotedthatadsfromstandardmediacometoprospectivecustomerswhereasprospectivecustomersontheInternetmediumcometoads.Furthermore,incontrasttothemass,orsegmented,marketingstrategiesthatareaffordedbystandardmedia(e.g.,aTVadvertiserscanfocustheireffortsonagivendemographicorgeographicsegments),Internetadvertisingcreatesthepotentialopportunityofmicro-levelmarketing.ThismeansthatanInternetadvertisercanspecificallydesignandtailoragivenadvertisingmessagetotargetaparticularindividualconsumer.Forexample,anadvertisercanchosetodeliveraspecificadtoa
givenindividualonlyaftertheindividualhasexhibitedaparticulartypeofbehavior(e.g.,hasexpressedagivenlevelofinterestinaparticularproductinviewofhisoriginorpreviousclickstreamhistory).Assuchanindividualconsumerwhocomestoanadvertiser'
ssiteforthefirsttimemightbegivenadvertisingintheformofgeneralproductinformation.Incontrast,arepeatvisitormightbegivenmoredetailedproductinformationinanefforttomovehim/hertowardsaproductpurchasedecision.Inthisweb-basedenvironment,theadvertisercandecidewhetherhewantstheconsumertoseethesameadtwice,orseetwodifferentads.Further,bylimitingthenumberofrepetitionsaconsumerisexposedto,advertiserscanlimitburnoutandmaximizetheirreturnonmarketingexpenditures.
Anadvertiseralsohastheabilitytotailortheadcampaigntotheenvironmentthe
consumerisinvolvedinataparticularmoment.Forinstance,specificadvertisingmessagescanbetailoredtospecificsearchenginekeywords.Thus,aparticularkeyword(e.g.,PChardware)maybeusedtogenerateadsandforPCbrandswhereasacombinationofkeywords(PChardwareandstoragemedia)mightbeusedtogenerateadsforCD-ROM,removableharddrives,orDVDdrives.
Conclusion
TobenefitfromtheuniqueInternetmediumenvironment,advertisersandmanagersneedtoconsidertheidiosyncrasiesofInternetadvertising.AuniqueadvantageoftheInternetMediumisitsbi-directionalframeworkthatincorporatestwo-waylinksbetweenadvertiserandprospectiveconsumers.Abeneficialbyproductofthislinkageisthatcustomerscanbetargetedindividuallyatthemicro-consumerlevel.Inaddition,becauseoftheinteractivityaffordedbythemedium,theadvertisercantailorindividualadvertisingandformulateadvertisingmessagesadaptively.Becauseofthetwowayflowofinformationthatcharacterizesthemedium,thelatter
candeliveradvertisingmessagestoindividualconsumersand,atthesametime,gatherconsumerinformationonacontinuousbasisasprospectiveconsumerssurfthepublisheroradvertiser'
sWebsites.Theintegrationofthetransactionfunctionwithinthemediumprovidesforaclosingofthemarketing-responseloopwhichpermitsthepotentialdevelopmentofappropriateadvertisingandmarketingstrategiesthatwillbestinfluenceaprospectiveconsumer'
spurchasebehavior.
DespitethepromisesoftheInternetasanadvertisingmedium,therearecontinuingchallengesthatmaketheeffectiveimplementationofadvertisingstrategydifficult.Measurementproblemsexistduetolackofstandardizedadvertisingunitofmeasures,measurements,aswel
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