外文翻譯--網(wǎng)絡(luò)廣告特點(diǎn)以及策略研究

1、<p>　　the characteristic of the Internet advertising and strategy alignment</p><p><b>　　原文：</b></p><p>　　Introduction</p><p>　　The Internet has had a profound impac

2、t on strategic thinking because of its ability to change organizational cost structures and alter communication patterns with customers. While the Internet is not a strategy in itself (Porter, 2001), it has become an imp

3、ortant consideration when fashioning strategy. One application of the Internet, the web, has particular implications for the strategies of global businesses because web sites are accessible by anyone who has a web browse

4、r, irrespective of loca</p><p>　　Advantages of Advertising on the Internet</p><p>　　Internet has become a major and effective medium for advertising and it has be predicted that the online adver

5、tising and marketing is  soon going to replace the advertising through traditional medias such as television, radio, newspaper and magazines. Furthermore，there are 10 advantages of online advertising (not in that or

6、der) when compared with the traditional offline advertising.1) Wider Coverage The online advertising gives your ads a more wider coverage and this globally wider coverage hel</p><p>　　2）Targeted AudiencesWh

7、en compared with offline advertising, online advertising always helps you to reach the targeted audience and this helps in making your campaign more profitable and getting more relevant leads.</p><p>　　3) Af

8、fordable Another main advantage of online advertising or marketing is the much affordable price when compared with the traditional advertising costs. With a much lesser cost you can advertise on the net for a wider range

9、 of audience and geographical locations.</p><p>　　4) Easy to Track and Measure Conversion Measurability and easiness to track the conversion makes online advertising miles ahead on the traditional advertisin

10、g methods. A lot of effective analytics tools are available to measure online advertising campaigns which helps in more improvisation of the ads.</p><p>　　5) SpeedOnline advertising is much faster than offli

11、ne advertising and you can start sending out your ads to a wider audience, the moment you start your advertising campaign.</p><p>　　6) InformativeIn online advertising, the advertiser is able to convey more

12、details about the advertisement to the audience and that too at relatively low cost. Most of the online advertising campaigns are composed of a clickable link to a specific landing page, where users get more information

13、about the product mentioned in the ad.</p><p>　　7) Flexible Payment Payment flexibility is another added advantage of online advertising and marketing. In offline advertising you need to pay the full amount

14、to the advertising agency irrespective of the results. But in online advertising there is the flexibility of paying for only qualified leads, clicks or impressions.</p><p>　　8) Better ROI Since online advert

15、ising is mainly focused on performance based payment, you ROI is sure to be far better when compared with offline advertising.</p><p>　　9) Easy Audience EngagementOnline advertisement makes is easy for the a

16、udience to engage with your ads or products. As an advertiser we would be able to get more feedback from the audience and thereby improve the quality of our ads going forward.</p><p>　　10) Better BrandingAny

17、 form of advertising helps in improving the branding and online advertising stands a notch high in improving the branding of your company, service or product.</p><p><b>　　Strategy</b></p>

18、<p>　　Advertising is one of the main approaches firms employ to manage demand risk by raising awareness of their products. In the mid-1990s, the Internet emerged as a new tool for reaching consumers, and it now prov

19、ides a variety of technologies (e.g. the web and e-mail) for influencing opinions and wants. Indeed, Internet technologies and marketing objectives can be interlaced to increase the effectiveness of a firm’s consumer dir

20、ected communications (Watson et al., 2000). Thus, an Internet advertisi</p><p>　　Much of the attention related to Internet advertising has focused on the placement of advertisements on third-party web sites

21、where the market is estimated to be $9.7 billion, about three percent of total advertising (Green and Elgin, 2001). However, this approach ignores a company’s use of its web site to advertise its products. For many firms

22、, the web site has become a major venue for communicating with, and influencing,customers. In many cases, it is the defining image of the firm because it </p><p>　　The global nature of the Internet is a high

23、ly pertinent and unique element of this channel that has a particular influence on advertising strategy. No other advertising medium (e.g. television, radio, newspaper) is unreservedly global. A firm’s web site is automa

24、tically visible to all customers with web access no matter where they are located. It can influence consumers everywhere, whether or not the firm so intends. Hence, global firms should explicitly examine the relationship

25、 between their co</p><p>　　Discussion</p><p>　　The goal of advertising is to deliver messages that positively influence current or prospective customers. Given that advertising has such an influ

26、ence on customers, corporations spend considerable time and funds creating and placing advertisements. As such, US advertising expenditure is around $320 billion (Green and Elgin, 2001). Large corporations, in particular

27、, take care to build brands that are recognizable throughout the world. However, it would appear that many firms have not fully reali</p><p>　　First, it could be that the corporate web site is not seen as pa

28、rt of a corporation’s overall advertising strategy. It may not be perceived of as a key channel for reaching customers, because internal advertising executives are still fixated on traditional channels and advertising lo

29、gic. Thus, these executives might think of Internet advertising as placing banner ads on high-traffic web portals (e.g. Yahoo!) and do not</p><p>　　think of advertising on their corporate web site. Given tha

30、t many customers are now conditioned to go to corporate web sites to learn about products and service, this would be a serious oversight. </p><p>　　Second, corporations might not have had the time or resourc

31、es to align their corporate and Internet advertising strategies. The introduction of Internet technology into most corporations has required a tremendous reallocation of resources to create an Internet advertising strate

32、gy Internet presence, firm intranet, and partnership extranets. The scarcity of Internet skills, particularly before the dot.com flameout, meant that many initiatives had to be delayed and web sites are incomplete[2]. So

33、,</p><p>　　Third, some firms might have decided that the corporate web site does not have enough impact on its customer base to justify an integrated Internet advertising strategy. HSBC, for example, possibl

34、y recognizes that corporate customers are not greatly influenced by either its global or relevant local web site. Banking, especially at the corporate level, has a strong personal relationship element and a web site has

35、little persuasive impact.</p><p>　　Conclusion</p><p>　　When firms realize that their web site can be a significant medium for interacting with present and prospective customers, they should also

36、 recognize that Internet advertising is an integral element of corporate advertising strategy. A direct consequence of this acknowledgment should be the realization that a firm’s collection of web sites must reflect corp

37、orate goals. The need for functional areas to align with corporate goals is well established. In particular, multinationals, which arguably f</p><p>　　Our research has certain limitations. First, the subject

38、ive process that we relied on to assess each web site’s strategy forced us to disregard 25 percent of the cases in our initial sample. This percentage is relatively high, and more precise guidelines on classifying a stra

39、tegy might have increased the level of agreement. Of course, it might also be the case that a hybrid strategy led to a lack of agreement among the judges.</p><p>　　Also, it is possible that an organization’s

40、 country of origin might have influenced its web site design. Similarly, an organization’s product line (or type of service offered) may have an impact on the design of its web site. Both of these factors (cultural origi

41、n and type of product/service) have been acknowledged as important in prior literature (e.g. Simeon, 1999; Okazaki and Rivas, 2002), and should thus be considered in future research, which would also require larger sampl

42、es in order to co</p><p>　　The larger issue, which we may well address in future work, is whether alignment of corporate and Internet advertising strategies leads to superior performance. This is the overarc

43、hing question that research on the alignment of these two strategies should ultimately address. We believe that our initial work lays a foundation for addressing this fundamental question.</p><p>　　出處：Lucket

44、t, M.G. (1996), "The Internet for the rest of us: marketing on the World Wide Web", Journal of Consumer Marketing, Vol. 13 </p><p>　　標(biāo)題：網(wǎng)絡(luò)廣告特點(diǎn)以及策略研究</p><p><b>　　譯文：</b><

45、/p><p>　　簡介 互聯(lián)網(wǎng)已經(jīng)對(duì)改變組織的成本結(jié)構(gòu)和與客戶溝通的方式以及戰(zhàn)略思維產(chǎn)生了深刻的影響。盡管互聯(lián)網(wǎng)本身并不是一個(gè)戰(zhàn)略（波特，2001），不過它已經(jīng)成為一種與時(shí)俱進(jìn)的公司策略的載體。互聯(lián)網(wǎng)上的廣告運(yùn)用對(duì)企業(yè)來講具有至關(guān)重要的戰(zhàn)略意義，由于網(wǎng)絡(luò)廣告本身的特點(diǎn)，任何擁有網(wǎng)絡(luò)瀏覽器的人，都可以隨時(shí)隨地的訪問到網(wǎng)絡(luò)廣告，這種方式和他的地理位置無關(guān)。 網(wǎng)絡(luò)廣告的特點(diǎn)</p><p

46、>　　互聯(lián)網(wǎng)也已經(jīng)成為一個(gè)重要和有效的媒介廣告，而且有學(xué)者預(yù)測，網(wǎng)絡(luò)廣告將會(huì)很快取代傳統(tǒng)廣告媒介(如電視，電臺(tái)，報(bào)紙，雜志)在企業(yè)營銷中的主導(dǎo)地位，此外，在于傳統(tǒng)廣告媒介的對(duì)比中，網(wǎng)絡(luò)廣告至少有以下十種優(yōu)勢(shì)。</p><p>　　1） 廣覆蓋：更廣泛的覆蓋范圍和更廣泛的覆蓋面甚至全球范圍內(nèi)更廣泛的覆蓋范圍，這種廣泛的覆蓋面可以幫助企業(yè)獲得更多的消費(fèi)者，并且通過網(wǎng)絡(luò)廣告競爭可以獲得更好的結(jié)果。</p&g

47、t;<p>　　2） 目標(biāo)群體：相比傳統(tǒng)廣告形式，網(wǎng)絡(luò)廣告可以及時(shí)的到達(dá)潛在消費(fèi)者的視野范圍，并且可以使公司在競爭中處于優(yōu)勢(shì)地位。</p><p>　　3） 可擔(dān)負(fù)：與傳統(tǒng)廣告形式相比，網(wǎng)絡(luò)廣告的一個(gè)明顯的優(yōu)勢(shì)就是其低廉的費(fèi)用，從而公司可以擔(dān)負(fù)的起，并且可以通過相對(duì)低廉的成本通過網(wǎng)絡(luò)廣告來覆蓋更多的甚至全球范圍內(nèi)的潛在消費(fèi)者。</p><p>　　4） 方便測量和跟蹤：網(wǎng)絡(luò)廣

48、告領(lǐng)先于傳統(tǒng)廣告形式的表現(xiàn)還有易于跟蹤和可測量性，有很多有效地工具可以用來測量網(wǎng)絡(luò)廣告的運(yùn)用效率，并且其還具有創(chuàng)新性，可以幫助很多即興創(chuàng)作的廣告。</p><p>　　5） 效率：網(wǎng)絡(luò)廣告不是離線的廣告，相比傳統(tǒng)廣告，網(wǎng)絡(luò)廣告可以更迅捷的方式向潛在消費(fèi)者發(fā)送更多的廣告。</p><p>　　6） 信息： 網(wǎng)絡(luò)在線廣告可以以低廉的成本傳輸更多的信息，網(wǎng)絡(luò)廣告的個(gè)性還有廣告商可以根據(jù)消費(fèi)者群體

49、的地理位置來制定一個(gè)由單擊鏈接組成的登陸頁面。</p><p>　　7） 靈活性：靈活性是網(wǎng)絡(luò)廣告在市場營銷戰(zhàn)略中的另一個(gè)優(yōu)點(diǎn)。并且對(duì)比傳統(tǒng)廣告，企業(yè)在支付廣告費(fèi)用時(shí)，不比向傳統(tǒng)廣告一樣支付全額，網(wǎng)絡(luò)廣告的支付方式靈活多變，有些只是限定觀眾點(diǎn)擊數(shù)。</p><p>　　8） 更好的投資回報(bào)：由于網(wǎng)絡(luò)廣告主要是基于性能效果來付款，所以企業(yè)可以獲得良好的投資回報(bào)。</p><

50、;p>　　9） 方便消費(fèi)者參與：方便消費(fèi)者進(jìn)行網(wǎng)絡(luò)互動(dòng)，并且容易和潛在消費(fèi)者接觸，而且還可以獲得更多的反饋從而適時(shí)的改善企業(yè)的廣告。</p><p>　　10) 更好的提升品牌：更好地幫助公司來提高品牌以及公司的服務(wù)或產(chǎn)品。</p><p><b>　　策略</b></p><p>　　廣告曾作為企業(yè)用來管理風(fēng)險(xiǎn)和提高產(chǎn)品意識(shí)的主要途徑，

51、在90年代中期，互聯(lián)網(wǎng)出現(xiàn)，并開始作為一種新的工具來接觸消費(fèi)者，它提供了一系列的技術(shù)（如Web和電子郵件）來影響消費(fèi)者的選擇和購買決策，事實(shí)上，互聯(lián)網(wǎng)技術(shù)和營銷目標(biāo)的結(jié)合可以更好的實(shí)現(xiàn)企業(yè)和消費(fèi)者的聯(lián)系（Watson等。2000）。因此，互聯(lián)網(wǎng)廣告的策略是創(chuàng)造，廣告安置，以及將要閱讀的電子訊息的分布，并且廣告商通過網(wǎng)絡(luò)廣告是想要影響它們的潛在消費(fèi)者。創(chuàng)造，以及考慮到傳統(tǒng)的廣告因素（如信息交流），也必須接受互聯(lián)網(wǎng)技術(shù)（如Flash和MP3

52、）來影響潛在消費(fèi)者。當(dāng)放置網(wǎng)絡(luò)廣告的時(shí)候，廣告商必須考慮使用媒介（例如電子郵件或網(wǎng)頁形式），如果選擇網(wǎng)頁形式，就必須考慮網(wǎng)絡(luò)廣告放置在網(wǎng)頁的什么地方會(huì)產(chǎn)生最大的影響。（Loiaconoet，2001）。 有關(guān)互聯(lián)網(wǎng)廣告的注意力都集中在對(duì)第三方網(wǎng)站的價(jià)值約97億美元的廣告，這個(gè)價(jià)值大約占到所有廣告費(fèi)用的3%（格林和埃爾金，2001年）。然而，這種方法忽略了公司使用其網(wǎng)站宣傳其產(chǎn)品。對(duì)于許多公司而言，使用網(wǎng)絡(luò)廣告已經(jīng)成為一個(gè)主要的廣

53、告方式來溝通和影響客戶，在許多情況下，它是該公司的標(biāo)志性形象，因?yàn)樗?lt;/p><p>　　網(wǎng)絡(luò)廣告具有全球性，這種特殊性決定了它的策略的特殊性，相比其他的廣告媒介（例如電視，電臺(tái)，報(bào)紙）這種全球性是它最大的優(yōu)勢(shì)，無論客戶在哪里，只要有網(wǎng)絡(luò)接入口，公司的網(wǎng)站就自動(dòng)的現(xiàn)實(shí)給所有的客戶，它對(duì)消費(fèi)者的影響無處不在，這種超強(qiáng)度的覆蓋面可以大大超過企業(yè)的想象。因此，企業(yè)應(yīng)該明確企業(yè)戰(zhàn)略和網(wǎng)絡(luò)廣告戰(zhàn)略的關(guān)系，因?yàn)榇蠖鄶?shù)的客戶希

54、望兩者之間的聯(lián)系，客戶不希望打開一個(gè)空洞的網(wǎng)絡(luò)空白廣告，若產(chǎn)生一種心理上的失調(diào)，就表明企業(yè)網(wǎng)絡(luò)廣告存在問題。使用公司網(wǎng)站作為網(wǎng)絡(luò)廣告載體的時(shí)候，重要的是把握好網(wǎng)絡(luò)廣策略。 討論 廣告的目的是提供有積極影響的消息傳遞給現(xiàn)有或潛在客戶。由于網(wǎng)絡(luò)廣告有這樣的一個(gè)影響，公司才花費(fèi)大量得時(shí)間和資金來創(chuàng)建和刊登廣告。因此，美國網(wǎng)絡(luò)廣告開支約為3200億美元（格林和埃爾金，2001），網(wǎng)絡(luò)廣告費(fèi)用支出在大公司，特別是注意建立國際知名品

55、牌的公司中尤為突出。然而，許多企業(yè)還沒有充分認(rèn)識(shí)到網(wǎng)絡(luò)廣告的潛力。對(duì)于調(diào)查中有三分之二的公司，沒有企業(yè)和互聯(lián)網(wǎng)廣告策略的完美協(xié)調(diào)，這可能是由于以下幾種原因。</p><p>　　首先，網(wǎng)絡(luò)廣告可能僅僅最為企業(yè)網(wǎng)站的一部分而不是企業(yè)整體廣告策略的一部分，并且它可能不會(huì)被認(rèn)為是一個(gè)接觸潛在客戶的重要渠道，因?yàn)閮?nèi)部廣告管理人員仍然是傳統(tǒng)的廣告渠道主導(dǎo)組成部分，這些人員可能會(huì)認(rèn)為互聯(lián)網(wǎng)廣告放置在高流量的網(wǎng)絡(luò)門戶網(wǎng)站（如雅

56、虎）比較好，從而不會(huì)去考慮放置在公司網(wǎng)站上。鑒于許多客戶現(xiàn)在有條件選擇去公司網(wǎng)站了解產(chǎn)品和服務(wù)，這將是一個(gè)嚴(yán)重的疏忽。 </p><p>　　其次，企業(yè)可能沒有時(shí)間或資源來調(diào)整其網(wǎng)絡(luò)廣告策略。互聯(lián)網(wǎng)技術(shù)的引入需要大多數(shù)企業(yè)進(jìn)行資源重新分配從而創(chuàng)造一個(gè)巨大的互聯(lián)網(wǎng)廣告戰(zhàn)略，因特網(wǎng)的存在于各種形式，企業(yè)內(nèi)聯(lián)網(wǎng)，外聯(lián)網(wǎng)等。企業(yè)網(wǎng)絡(luò)廣告策劃以及技術(shù)人員的缺乏，意味著企業(yè)不能良好的運(yùn)用網(wǎng)絡(luò)廣告達(dá)到宣傳其產(chǎn)品和服務(wù)的目

57、的，由此，企業(yè)互聯(lián)網(wǎng)技術(shù)的運(yùn)用有著重要的作用，舉例來說，貝納通可能已經(jīng)決定，鑒于和意大利北部的許多服裝制造商的關(guān)系，支持建立一個(gè)外部數(shù)據(jù)交換，這比僅僅在公司網(wǎng)站投入網(wǎng)絡(luò)廣告獲得更高的投資回報(bào)。</p><p>　　第三，在企業(yè)綜合性網(wǎng)絡(luò)廣告策略中，一些企業(yè)已經(jīng)證明僅僅在公司網(wǎng)站上的廣告是無法深刻的影響潛在消費(fèi)者的，例如.匯豐銀行，可能已經(jīng)認(rèn)識(shí)到，企業(yè)客戶不會(huì)深受其全球任何地方或相關(guān)網(wǎng)站的影響，銀行，特別是在企業(yè)層