网络广告探讨中英文对照外文翻译文献.docx

网络广告探讨中英文对照外文翻译文献.docx

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网络广告探讨中英文对照外文翻译文献

中英文资料对照外文翻译

DiscussOnOnlineAdvertising

OnlineadvertisingisaformofpromotionthatusestheInternetandWorldWideWebfortheexpressedpurposeofdeliveringmarketingmessagestoattractcustomers.Examplesofonlineadvertisingincludecontextualadsonsearchengineresultspages,bannerads,RichMediaAds,Socialnetworkadvertising,onlineclassifiedadvertising,advertisingnetworksande-mailmarketing,includinge-mailspam.

Onlineadvertisingisanemergingadvertisingmedia,from1997Chinaonlineadvertisingwasborn,onlineadvertisingdevelopmentisrapid,paidsearchadvertisingbecomenetworkadvertisementnewgrowthpoint.Comparedwiththesimilarforeignmarket,China'snetworkadvertisementmarketisstillbehindmany,butthemarkethasgreatpotential.Formandcreativebackward,advertisingregulatorybasiclack,China'sonlineadvertisingmarketexistingmainproblems.Later,Chineseonlineadvertisingto"two-wayinteraction"thedirectionofdevelopment,meanwhile,andtraditionalmediaintegrationwillfurtherstrengthen.

Afterdataaccessnetworkadvertisement,learnedsomebasicknowledge,graspsthenetworkadvertisement,situationanddevelopmenttrendofthenetworkadvertisementisthedevelopmenttrendofstud.ThispaperpointsouttheChineseInternetadvertisingtheproblemsandproposestheperfectingofnetadsscientificmanagementmethod.ThroughcharttoChinaInternetadvertisingstatusanddevelopingtrendsareanalyzedandsummarized.ThroughtheanalysisoftheChineseInternetadvertisingmarketcharacteristics,ChineseInternetadvertising,thepresentsituationofandproblemsexistinginsomeideastosolvetheproblem.Internetadvertisingdevelopmentsituation,itismodernunstoppableadvertisingtheinheritanceanddevelopmentof,becometheemergingadvertisingmedia.

Competitiveadvantageovertraditionaladvertising:

Onemajorbenefitofonlineadvertisingistheimmediatepublishingofinformationandcontentthatisnotlimitedbygeographyortime.Tothatend,theemergingareaofinteractiveadvertisingpresentsfreshchallengesforadvertiserswhohavehithertoadoptedaninterruptivestrategy.

Anotherbenefitistheefficiencyofadvertiser'sinvestment.Onlineadvertisingallowsforthecustomizationofadvertisements,includingcontentandpostedwebsites.Forexample,AdWordsandAdSenseenableadsshownonrelevantwebpagesorasideofsearchresultsofpre-chosenkeywords.Anotheristhepaymentmethod.Whateverpurchasingvariationisselected,thepaymentisusuallyrelativewithaudiences'response.

Purchasingvariations:

ThethreemostcommonwaysinwhichonlineadvertisingispurchasedareCPM,CPC,andCPA.

CPM（CostPerImpression）iswhereadvertiserspayforexposureoftheirmessagetoaspecificaudience.CPMcostsarepricedperthousandimpressions,orloadsofanadvertisement.However,someimpressionsmaynotbecounted,suchasareloadorinternaluseraction.TheMintheacronymistheRomannumeralforonethousand.

CPV（CostPerVisitor）or（CostperViewinthecaseofPopUpsandUnders）iswhereadvertiserspayforthedeliveryofaTargetedVisitortotheadvertiserswebsite.

CPC（CostPerClick）isalsoknownasPayperclick（PPC）.Advertiserspayeachtimeauserclicksontheirlistingandisredirectedtotheirwebsite.Theydonotactuallypayforthelisting,butonlywhenthelistingisclickedon.Thissystemallowsadvertisingspecialiststorefinesearchesandgaininformationabouttheirmarket.UnderthePayperclickpricingsystem,advertiserspayfortherighttobelistedunderaseriesoftargetrichwordsthatdirectrelevanttraffictotheirwebsite,andpayonlywhensomeoneclicksontheirlistingwhichlinksdirectlytotheirwebsite.CPCdiffersfromCPVinthateachclickispaidforregardlessofwhethertheusermakesittothetargetsite.

CPA（CostPerAction）or（CostPerAcquisition）advertisingisperformancebasedandiscommonintheaffiliatemarketingsectorofthebusiness.Inthispaymentscheme,thepublishertakesalltheriskofrunningthead,andtheadvertiserpaysonlyfortheamountofuserswhocompleteatransaction,suchasapurchaseorsign-up.Thisisthebesttypeofratetopayforbanneradvertisementsandtheworsttypeofratetocharge.Similarly,CPL（CostPerLead）advertisingisidenticaltoCPAadvertisingandisbasedontheusercompletingaform,registeringforanewsletterorsomeotheractionthatthemerchantfeelswillleadtoasale.Alsocommon,CPO（CostPerOrder）advertisingisbasedoneachtimeanorderistransacted.

CostperconversionDescribesthecostofacquiringacustomer,typicallycalculatedbydividingthetotalcostofanadcampaignbythenumberofconversions.Thedefinitionof"Conversion"variesdependingonthesituation:

itissometimesconsideredtobealead,asale,orapurchase.

CPE（CostPerEngagement）isaformofCostPerActionpricingfirstintroducedinMarch2008.Differingfromcost-per-impressionorcost-per-clickmodels,aCPEmodelmeansadvertisingimpressionsarefreeandadvertiserspayonlywhenauserengageswiththeirspecificadunit.Engagementisdefinedasauserinteractingwithanadinanynumberofways.

Though,asseenabove,thelargemajorityofonlineadvertisinghasacostthatisbroughtaboutbyusageorinteractionofanad,thereareafewothermethodsofadvertisingonlinethatonlyrequireaonetimepayment.TheMillionDollarHomepageisaverysuccessfulexampleofthis.Visitorswereabletopay$1perpixelofadvertisingspaceandtheiradvertwouldremainonthehomepageforaslongasthewebsiteexistswithnoextracosts.

Floatingad:

Anadwhichmovesacrosstheuser'sscreenorfloatsabovethecontent.

Expandingad:

Anadwhichchangessizeandwhichmayalterthecontentsofthewebpage.

Politead:

Amethodbywhichalargeadwillbedownloadedinsmallerpiecestominimizethedisruptionofthecontentbeingviewed

Wallpaperad:

Anadwhichchangesthebackgroundofthepagebeingviewed.

Trickbanner:

Abanneradthatlookslikeadialogboxwithbuttons.Itsimulatesanerrormessageoranalert.

Pop-up:

Anewwindowwhichopensinfrontofthecurrentone,displayinganadvertisement,orentirewebpage.

Pop-under:

SimilartoaPop-Upexceptthatthewindowisloadedorsentbehindthecurrentwindowsothattheuserdoesnotseeituntiltheycloseoneormoreactivewindows.

Videoad:

similartoabannerad,exceptthatinsteadofastaticoranimatedimage,actualmovingvideoclipsaredisplayed.

Mapad:

textorgraphicslinkedfrom,andappearinginorover,alocationonanelectronicmapsuchasonGoogleMaps.

Mobilead:

anSMStextormulti-mediamessagesenttoacellphone.

Inaddition,adscontainingstreamingvideoorstreamingaudioarebecomingverypopularwithadvertisers.

E-mailadvertising

LegitimateEmailadvertisingorE-mailmarketingisoftenknownas"opt-ine-mailadvertising"todistinguishitfromspam.

Affiliatemarketing

AffiliatemarketingwasaninventionbyCDNin1994andwasexcelledbyAwhenitlauncheditsAffiliateProgram,calledAssociateProgramin1996.Theonlineretaileruseditsprogramtogeneratelowcostbrandexposureandprovidedatthesametimesmallwebsitesawaytoearnsomesupplementalincome.

Contextualadvertising

Manyadvertisingnetworksdisplaygraphicalortext-onlyadsthatcorrespondtothekeywordsofanInternetsearchortothecontentofthepageonwhichtheadisshown.Theseadsarebelievedtohaveagreaterchanceofattractingauser,becausetheytendtoshareasimilarcontextastheuser'ssearchquery.Forexample,asearchqueryfor"flowers"mightreturnanadvertisementforaflorist'swebsite.

Anothernewertechniqueisembeddingkeywordhyperlinksinanarticlewhicharesponsoredbyanadvertiser.Whenauserfollowsthelink,theyaresenttoasponsor'swebsite.

Behavioraltargeting

Inadditiontocontextualtargeting,onlineadvertisingcanbetargetedbasedonauser'spastclickstream.Forexample,ifauserisknowntohaverecentlyvisitedanumberofautomotiveshopping/comparisonsitesbasedonclickstreamanalysisenabledbycookiesstoredontheuser'scomputer,thatusercanthenbeservedauto-relatedadswhentheyvisitother,non-automotivesites.

Adsandmalware

Thereisalsoclassofadvertisingmethodswhichmaybeconsideredunethicalandperhapsevenillegal.Theseincludeexternalapplicationswhichaltersystemsettings（suchasabrowser'shomepage）,spawnpop-ups,andinsertadvertisementsintonon-affiliatedwebpages.Suchapplicationsareusuallylabeledasspywareoradware.Theymaymasktheirquestionableactivitiesbyperformingasimpleservice,suchasdisplayingtheweatherorprovidingasearchbar.Someprogramsareeffectivelytrojans.Theseapplicationsarecommonlydesignedsoastobedifficulttoremoveoruninstall.Theever-increasingaudienceofonlineusers,manyofwhomarenotcomputer-savvy,frequentlylacktheknowledgeandtechnicalabilitytoprotectthemselvesfromtheseprograms.

OnthestatusofChina'sonlineadvertisingandDevelopmentsumtiSarkarDepartmentofInformationManagement,LancasterUniversityKeywords：

onlineadvertising,Internet,DevelopmentAbstractWiththeInterneteconomy,onlineadvertisingcameintobeing.Thelate20thcentury,theInternetswepttheworld,moreandmorepeoplearebeginningtorealizenetworkswiththemediafeatures,sothe"fourthmedia"thewordbegantofrequentlyappearindailylife.Althoughonlineadvertisingisstillasmallmarketshare,butasthefourthmediumoftheInternetdevelopmentQuerangtraditionalmediadarenotignore.Becauseitsgrowthratefarexceeds