外文翻译---网络广告：不同的传媒形式(编辑修改稿)

外文翻译---网络广告：不同的传媒形式(编辑修改稿)内容摘要：

ee and click on a banner ad within a publisher39。 s Web page, and clickthrough represents the mitted 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 Inter. Many see it as the ultimate measure of advertising effectiveness. Adaptive Advertising First, it should be noted that ads from standard media e to prospective customers whereas prospective customers on the Inter medium e to ads. Furthermore, in contrast to the mass, or segmented, marketing strategies that are afforded by standard media (., a TV advertisers can focus their efforts on a given demographic or geographic segments), Inter advertising creates the potential opportunity of microlevel marketing. This means that an Inter 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 a given individual only after the individual has exhibited a particular type of behavior (., 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 es to an advertiser39。 s 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 webbased 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 the consumer 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 (., PC hardware) may be used to generate ads and for PC brands whereas a bination of key words (PC hardware and storage media) might be used to generate ads for CDROM, removable hard drives, or DVD drives. Conclusion To benefit from the unique Inter medium environment, advertisers and managers need to consider the idiosyncrasies of Inter advertising. A unique advantage of the Inter Medium is its bidirectional framework that incorporates twoway links between advertiser and prospective consumers. A beneficial byproduct of this linkage is that customers can be targeted individually at the microconsumer 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 latter can deliver advertising messages to individual consumers and, at the same time, gather consumer information on a continu。