網(wǎng)絡(luò)廣告外文翻譯

1、<p><b>　　畢業(yè)論文譯文</b></p><p><b>　　題目名稱：網(wǎng)絡(luò)廣告</b></p><p>　　院系名稱：經(jīng)濟(jì)管理學(xué)院</p><p>　　班 級(jí)：市場(chǎng)營(yíng)銷081班</p><p>　　學(xué) 號(hào)：200800614123</p><p&g

2、t;<b>　　學(xué)生姓名：路通</b></p><p><b>　　指導(dǎo)教師：石秀珠</b></p><p><b>　　2012年3月</b></p><p><b>　　網(wǎng)絡(luò)廣告</b></p><p>　　Michael McCandless<

3、;/p><p>　　網(wǎng)絡(luò)廣告時(shí)代已經(jīng)到來。我們現(xiàn)在看到的廣告標(biāo)志了網(wǎng)絡(luò)廣告業(yè)務(wù)快速增長(zhǎng)的開始。根據(jù)互聯(lián)網(wǎng)廣告局的數(shù)據(jù)，1997年，共有9.065億美元用在美國(guó)互聯(lián)網(wǎng)廣告，根據(jù)Jupiter Communications LLC公司的數(shù)據(jù)，2002年美國(guó)網(wǎng)絡(luò)廣告總量將上升到77億美元。 網(wǎng)上廣告公司的成功提供了進(jìn)一步的證據(jù)。Double-Click公司，目前網(wǎng)絡(luò)廣告的領(lǐng)導(dǎo)者，它的網(wǎng)絡(luò)廣告覆蓋了多個(gè)大型網(wǎng)絡(luò)公司，

4、包括AltaVista公司、Travelocity公司和Dilbert公司。華爾街已經(jīng)發(fā)出通知表明，1998年2月20日，Double-Click公司爆炸性的首次公開募股，在其首個(gè)交易日之后，它的股價(jià)就提升了57%。同樣，在1998年4月8日，主要的門戶網(wǎng)站之一的Yahoo，宣布了一個(gè)難以置信的結(jié)果，那就是它們?cè)谶^去的一個(gè)季度，股價(jià)瘋狂飆升了15％，其中廣告收入貢獻(xiàn)了巨大的力量，它幾乎以一己之力促成了這次提升，更令人吃驚的是雅虎出售的廣

5、告空間居然只有其總量的14％。盡管有這些令人鼓舞的數(shù)字，懷疑論者依舊堅(jiān)持認(rèn)為：從長(zhǎng)遠(yuǎn)來看，網(wǎng)絡(luò)廣告依然不能夠成為一個(gè)可行的模式。很顯然，大型的互聯(lián)網(wǎng)門戶網(wǎng)站，包</p><p>　　一、一個(gè)新的廣告媒介</p><p>　　網(wǎng)絡(luò)廣告從根本上同傳統(tǒng)的電視，電臺(tái)和印刷廣告媒體不同，至少表現(xiàn)在三個(gè)重要的方面：</p><p>　　1.每一個(gè)網(wǎng)絡(luò)廣告都可以看成是一個(gè)單獨(dú)的廣

6、告，而不是一組廣告。因此，廣告商可以根據(jù)個(gè)人的認(rèn)知程度來單獨(dú)制定廣告，或者通過延續(xù)以往的廣告制定方式來制定廣告。 2.一個(gè)網(wǎng)絡(luò)廣告能夠直接收到關(guān)于其有效性的反饋。比如用戶點(diǎn)擊了一個(gè)廣告，然后廣告商就能夠通過反饋來了解到這種廣告的有效性。 3.互聯(lián)網(wǎng)的實(shí)時(shí)性使網(wǎng)絡(luò)廣告活動(dòng)幾乎能夠瞬時(shí)反饋。每個(gè)廣告在運(yùn)行中都會(huì)顯示出已經(jīng)有多少次的廣告顯示和點(diǎn)擊，從而可以指定相應(yīng)的變化戰(zhàn)略。如果一個(gè)特定的廣告沒有在其投放的位置上生效，廣告商可

7、以根據(jù)反饋迅速的調(diào)整廣告策略，可以將廣告投放在其他地方，或在一小時(shí)內(nèi)就改變廣告的原有形象來增加廣告的效果。相比之下，傳統(tǒng)媒體的廣告交付和反饋調(diào)整則需要幾周和幾個(gè)月的時(shí)間。 網(wǎng)絡(luò)具有的針對(duì)性，互動(dòng)性，高度可衡量性，和實(shí)時(shí)性的特點(diǎn)，使得它成為了一個(gè)讓廣告業(yè)學(xué)習(xí)研究的新目標(biāo)。這不是像直銷一樣已經(jīng)到了極致。這些獨(dú)特的元素結(jié)合了人口的增長(zhǎng)和網(wǎng)絡(luò)使用者的不斷增加，為網(wǎng)絡(luò)廣告提供了一個(gè)爆發(fā)的潛在可能。 在其他方面，網(wǎng)絡(luò)廣告與現(xiàn)有的廣告

8、還是相似的，都要求廣告能夠抓住觀眾的注意力。品牌知名度仍然是至關(guān)重要的。例如，</p><p>　　網(wǎng)站廣告現(xiàn)在已經(jīng)發(fā)展出了自己的一系列廣告用語，政策，發(fā)行和定價(jià)模式。最常見的廣告是長(zhǎng)方形的橫幅廣告，在網(wǎng)頁的側(cè)面，頂部，或底部作為一個(gè)獨(dú)特的、可點(diǎn)擊的圖片的形式出現(xiàn)。廣告的圖像可以相當(dāng)多樣化，從漸進(jìn)式JPEG或隔行掃描的GIF動(dòng)畫圖片到復(fù)雜的可以和用戶交互理解的JavaScript。橫幅廣告設(shè)計(jì)成各種規(guī)格形式，以方

9、便用戶的瀏覽和適應(yīng)不同的界面。一個(gè)網(wǎng)站，可能有幾個(gè)橫幅廣告的槽位，可以直接向一個(gè)或多個(gè)的贊助商出售廣告空間，或通過一個(gè)像Double-Click這樣的廣告公司來間接出售。通過這兩種方式，可以在同一個(gè)廣告槽位中顯示出不同的廣告。當(dāng)用戶打開某個(gè)頁面的時(shí)候，總會(huì)出現(xiàn)一個(gè)適合當(dāng)前頁面廣告槽位的網(wǎng)頁廣告。 網(wǎng)絡(luò)廣告的效果可以通過不同的衡量指標(biāo)來衡量。一個(gè)單一的廣告投放在一個(gè)固定的瀏覽器窗口能夠?qū)︻櫩托纬梢粋€(gè)獨(dú)特的印象。廣告價(jià)格由每千次展示

10、所花費(fèi)的千人成本（CPM）所決定，通常擁有一個(gè)最低訂購標(biāo)準(zhǔn)。根據(jù)網(wǎng)站和題材的不同，CPM的變化很大。大型互聯(lián)網(wǎng)門戶網(wǎng)站的CPM收費(fèi)標(biāo)準(zhǔn)通常在20美元到70美元，CPM的測(cè)量標(biāo)準(zhǔn)取決于用戶是否搜索了廣告中的關(guān)鍵字。一些雄心勃勃的廣告公司，如htt</p><p>　　用戶點(diǎn)擊廣告的次數(shù)決定了廣告的點(diǎn)擊率。點(diǎn)擊率從2％至4％不等，但是有針對(duì)性的廣告的點(diǎn)擊率會(huì)更高一些。網(wǎng)站的設(shè)計(jì)的某些方面，如緩存的大小，cookie的

11、支持，以及用戶和IP的不確定度，使得點(diǎn)擊率的測(cè)量變得更為復(fù)雜。因此，公司提供了工具來幫助管理跨網(wǎng)站的廣告，對(duì)詳細(xì)的日志文件進(jìn)行分析，以了解每個(gè)廣告的表現(xiàn)。 并不是所有的廣告都能夠?yàn)榫W(wǎng)站帶來利潤(rùn)。許多的網(wǎng)絡(luò)廣告收費(fèi)都需要大量的最低流量作為保證。例如，Double-Click需要每月最低一百萬的點(diǎn)擊量。對(duì)于那些不符合最低要求的網(wǎng)站，簡(jiǎn)單的橫幅廣告鏈接非常的受歡迎。在眾多的廣告交換網(wǎng)絡(luò)中，最大的網(wǎng)站是Link Exchange。當(dāng)一個(gè)

12、站點(diǎn)加入交換鏈接，它提供自己的橫幅廣告，將根據(jù)目標(biāo)網(wǎng)站上的流量，以二分之一的比例在目標(biāo)網(wǎng)站上顯示出來。Link Exchange通過銷售成員網(wǎng)站的廣告瀏覽量來賺錢。這種模式能夠讓一些流量比例較小的網(wǎng)站也能夠廣告。你也可以提交一個(gè)網(wǎng)址到搜索引擎上，并通過的自主服務(wù)來增加自身的流量，這些網(wǎng)站包括http://www.submitit.com，http://www.webpromote.com，和http:// </p><

13、;p>　　網(wǎng)絡(luò)廣告雖然正在迅速增長(zhǎng)，但它仍然還沒有意識(shí)到它的潛力有多大。大部分廣告投入都用在龐大的網(wǎng)站，如AltaVista和CNN。雖然這符合廣告業(yè)中的傳統(tǒng)的“越大越好”的觀點(diǎn)，但是在互聯(lián)網(wǎng)上，這種觀點(diǎn)并不是明確有效的。有許多高度專業(yè)化的涵蓋了所有事項(xiàng)的網(wǎng)站，從健康的信息到數(shù)碼相機(jī)到烹飪食譜到Palm Pilot軟件，這些網(wǎng)站可能不會(huì)有巨大的流量，但他們針對(duì)特定受眾，形成潛在的廣告目標(biāo)。不幸的是，因?yàn)楝F(xiàn)有的網(wǎng)絡(luò)廣告不喜歡中小型的

14、網(wǎng)站，這些網(wǎng)站只能通過贊助商的安排，低效的出售自己寶貴的廣告槽位。通過銷售廣告產(chǎn)生的收入只能夠使網(wǎng)站自給自足，這種局限性使得每個(gè)人都有機(jī)會(huì)成為一個(gè)單獨(dú)的廣告出版商。在未來，網(wǎng)絡(luò)廣告公司或許有可能意識(shí)到，這些規(guī)模較小的專業(yè)性的網(wǎng)站將能夠提供巨大的價(jià)值，也許甚至超過主流網(wǎng)站所能提供的價(jià)值。 網(wǎng)絡(luò)廣告將能夠提供出超越針對(duì)性的，甚至達(dá)到個(gè)性化制定的廣告。然而，我現(xiàn)在看到的有趣廣告的只有小型廣告，這意味著，廣告商們尚未利用這種潛力優(yōu)勢(shì)。在

15、未來，你可以將廣告與網(wǎng)上個(gè)人資料相結(jié)合。該屬性能夠準(zhǔn)確記錄和高度總結(jié)個(gè)人的信息，包括相對(duì)靜態(tài)信息，如您的興趣愛好；和動(dòng)態(tài)信息，如您是否在</p><p>　　Web advertising</p><p>　　Michael McCandless </p><p>　　Advertising on the Web has arrived. The ads we

16、see now mark the beginning of a rapidly growing business. According to the Internet Advertising Bureau, $906.5 million was spent on Internet advertising in the US in 1997, and according to Jupiter Communications LLC, Int

17、ernet advertising will rise to $7.7 billion by 2002.</p><p>　　The recent success of online advertising companies provides further evidence. Double-Click, the current leader in online advertising, maintains a

18、 banner-ad network of heavy traffic sites, including AltaVista, Travelocity, and Dilbert. Wall Street has taken notice. On February 20, 1998, demonstrating an explosive initial public offering, Double-Click’s stock price

19、 closed 57% higher on its first day of trading. Similarly, on April 8,1998,Yahoo, one of the primary Internet portals, announced incred</p><p>　　A new advertising medium</p><p>　　The Web differs

20、 fundamentally from the traditional advertising media of television, radio, and print in at least three important ways:</p><p>　　? Every ad served on the Web goes to an individual who can be characterized pe

21、rsonally, rather than to a group that must be characterized statistically. Advertisers can therefore carefully target or even custom-generate ads, according to their degree of knowledge about an individual.</p>&l

22、t;p>　　? A Web ad receives direct feedback concerning its effectiveness. If a user clicks on an ad, then advertisers consider it an effective ad.</p><p>　　? The real-time nature of the Internet lets ad cam

23、paigns adapt to nearly instantaneous feedback. Each ad run can measure exactly how many times an ad has been shown and clicked, allowing for a quick change of strategy. If a particular ad is not effective on a certain si

24、te, an advertiser can show it elsewhere or change the image in a matter of hours. Traditional media, in contrast, have advertising lead times measured in weeks and months. </p><p>　　The individually targeted

25、, interactive, highly measurable, and real-time nature of the Web makes it an entirely new medium about which the advertising industry will have to learn. It’s not unlike direct marketing pushed to an extreme. Combining

26、these unique elements with the appealing demographics of Internet users and exponentially growing Internet use provides an explosive potential for Web advertising.</p><p>　　In other respects, the Web shares

27、similarities with existing advertising, requiring ads to grab the viewer’s attention. Brand-name recognition remains crucial. For example, Amazon is working hard to establish its name, through traditional and Web based a

28、dvertising. The lessons learned in marketing departments about what makes an image appealing and attractive still apply when designing Web images. However, advertisers can apply these lessons more effectively on the Web,

29、 because they know much mo</p><p>　　Web advertising models</p><p>　　The Web has now evolved its own collection of advertising terminology, policies, distribution, and pricing models. The most co

30、mmon ad is the rectangular-shaped banner ad, appearing on the side, top, or bottom of a page as a distinct, clickable image. The ad image can be quite diverse, from progressive JPEG or interlaced and animated GIF images,

31、 to complex user-interactive JavaScript. Banner ads come in various standardized sizes to facilitate interchangeability. A site, which might have several </p><p>　　Various metrics measure Web advertising. A

32、unique impression is a single ad served to one browser in a fixed time window. Ads are priced by the thousand impressions—measured in cost per thousand (CPM) impressions—typically with a certain minimum order. The CPM va

33、ries greatly, depending on the site and subject matter. Large Internet portals typically charge a CPM between $20 and $70, depending on whether the ad is activated by keywords used in a search. Some ambitious ad companie

34、s, such ashttp://</p><p>　　The click-through rate is the percentage of impressions activated by user clicking. Typical CTRs range from 2% to 4%, but can be higher for targeted ads. Certain aspects of the Web

35、’s design, such as uncertain degrees of caching, cookie support, and user and IP correlation, complicate the measurement of unique impressions and CTRs. So, companies are providing tools to help manage collections of ads

36、 across sites and analyze detailed log files to understand each ad’s performance.</p><p>　　Not all advertising involves exchanging money. Most of the for-pay advertising networks require substantial minimum

37、traffic. For example, Double-Click requires a minimum of a million hits per month. For those sites that don’t meet the minimum, the simpler banner-exchange networks are extremely popular. Among the many banner exchanges,

38、 the largest is Link Exchange. When a site joins Link Exchange, it provides its own banner ad, which will be shown on other member sites in a two-for- one proportio</p><p>　　What the future holds</p>

39、<p>　　Web advertising is growing rapidly, but it still has not realized much of its potential. Most advertising dollars are spent on mammoth sites such as AltaVista and CNN. Although this supports the traditional “b

40、igger is better” view in advertising, it’s not clear that this view is valid on the Internet. There are many highly specialized sites spanning all subject matters, from health information and digital cameras to cooking r

41、ecipes and Palm Pilot software. These sites might not have tremendous t</p><p>　　Beyond targeting, the Web enables highly personalized advertising. However, I find only a small percentage of the ads that I s

42、ee to be interesting, which suggests that advertisers have not yet taken advantage of this potential. In the future, you could link advertising directly to a self-maintained, online personal profile. The profile would re

43、cord accurate and highly personal information, including relatively static information such as your interests or hobbies, but also dynamic information, su</p><p>　　Naturally, the software that makes such per

44、sonal profiles possible must come with an assurance that it will protect our privacy. Direct opportunities for abuse already exist. For example, Double-Click has probably delivered a great many ads to you through numerou

45、s sites. These details have all been recorded in their records, including the time you saw the ad, which ad was shown, and whether you clicked on it. Double-Click’s privacy policy, available through their home page, assu

46、res you that the </p><p>　　The Web’s unique properties will present excellent advertising opportunities, not only for the advertisers and publishers, but also for those of us browsing the Web. These opportun

47、ities are being explored through numerous channels for Web advertising: from do-it-yourself shops, to banner exchanges, to for-pay advertising networks. Nevertheless, the Web offers many more opportunities. With progress

48、, we might one day find ourselves appreciating ads that are carefully selected according to our pref</p><p>　　From: Michael McCandless. Web advertising [J]. Internet services, 1998, (6):8-9</p><p