Analysis on the current situation and development strategy of online advertising.docx
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Analysis on the current situation and development strategy of online advertising.docx
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Analysisonthecurrentsituationanddevelopmentstrategyofonlineadvertising
Analysisonthecurrentsituationanddevelopmentstrategyofonlineadvertising
Introduction
Thispaperistheplanandsummarizedonthenextseriesofstudies.Ichosethistopicbecausealongwiththerapiddevelopmentoftheinformationindustry,theInternetformediaadvertisingnetworkhasbecometheworld'smostpopularformsofadvertising,itcanbedifferentfordifferentaudiencesimplementationofadvertising,caneffectivetext,voice,imagesandanimationsetc.,combiningvarioussenses,informationforconsumersandadvertisersbuildupacommunicationbridge.ThedevelopmentofnetworkADperfectedgradually,gotintothetraditionaladvertisingnetworkadvertisingmarket,numerousindustriesarenetworkadvertisinghasgreatpotentialfortheenterprise,itsmediacreatedenormousbusinessopportunities,So,weshouldusethebrand-newAngletoexplorethedevelopmenttrendofonlineadvertising.
Thispaperisdividedintofourparts.Thefirstpartistheobjectivesandsignificanceoftheresearch,mainlyonthestatusofonlineadvertisinganddevelopmentstrategyobjectivesandsignificanceoftheresearchnetworkadvertising.ThesecondpartdescribestheresearchmethodsIwilluse,aswellastheirlimitations.Thethirdpart,areviewfortheresearchesonthisissueandrelatedissues.Finally,abriefschedule.
Researchpurposesandsignificance
Purposesofthecurrentsituationanddevelopmentstrategyofresearchingatonlineadvertising:
Theonlineadvertisingmarketisgrowingataphenomenalrate,theeffectivenessofonlineadvertisingisbecomingincreasinglyimportant.TheadvertisingindustriesevenbelievethattheInternetwillsurpassthesigns,tobecomethefifth-largestmediaafterthefourtraditionalmedia(television,radio,newspapers,magazines).
Somanyworld-classadvertisingcompanieshavesetupaspecializedonlinemediasegmentinordertoopenupahugemarketforonlineadvertising,soresearchingonthesignificanceofonlineadvertisingmoreandmoreimportantandurgent,howtousetheleastinvestmentinexchangeforthebestcreatemoreeffectiveadvertisingeffectbecomethefocusofattentionofeveryadvertiser;howtooptimizetheeffectivenessofonlineadvertisinghasbecomeaproblemthatmediaandadvertisingagenciestodiscuss;howtoovercomethedrawbacksofonlineadvertisingandmaximizeitsadvantagesfortheenterprise;thisrequiresustoexploreabetterdevelopmentstrategyinthefutureofonlineadvertising,whichisthegoalIwanttoachieve.
Thesignificanceoftheresearchnetworkadvertising:
onlineadvertisingaimedatinfluencingtheattitudeofpeoplebuyadvertisinggoodsorservices,andthusinducestheactbytheadvertisersbenefitactivities.Researchingononlineadvertising,helpcompaniesmakemorebusinessesbenefitfromadvertising.
Onlineadvertisingasanewmedia,hasbeeninfiltratedintothesociallife,whichhasagrowingmarketshareandinfluence.Internetadvertisingisaflourishing,rapiddevelopmentindustry.ThematurityanddevelopmentoftheInternet,providesacarrierwhichispowerfulimpactacrossglobalforonlineadvertising.Duringthisperiod,thestudyofonlineadvertisinghasextraordinarysignificance.
Onlineadvertisinghasenteredarelativelyprosperousperiod,especiallyine-commerceandonlineshoppingmatures,variouscommercialwebsiteshavealsolaunchedtheirownadvertisingservices,somewebsitesalsosurvivedbyNetworkAdvertising,onlineadvertisinghasbecomealargesitethemainsourceofprofit,especiallyinthetelecommunications,automotive,ITandconsumergoodsindustries,comparedwithothertraditionalmedia,haveobviousadvantages.Therefore,weshouldstudytheonlineadvertisingtoidentifythevariousfactorsrestrictingthedevelopmenttobeimprovedtomakeonlineadvertisingbetterservicesforenterprises,andcreategreatervaluefortheenterprise.
Methodology
Thepurposeofthisresearchistogiveabetterdevelopmentstrategyofonlineadvertising,makeonlineadvertisingtobecomethemostimportantbranchofalladvertisingmedia,followingseveralmajorresearchmethodologies:
Firstclearmeaninganditscourseofdevelopmentoftheonlineadvertisingonlineadvertisinginadvertisingmediaplaythebiggestrole,followedbyanalysisofthemainformsofonlineadvertising,theuniqueadvantagesandthebasicstatusofthecurrentpopularonlineadvertisingwebadvertising,searchseveralmajorcategories;engineadvertising,emailadvertising,onlinegameadvertising,softwareadvertisingonlineadvertisingmarketadvantage,psychologicaladvantagesandotheradvantages.
Thelimitationsofthislineofthinkingarethatonlyfromthecharacteristicsofthegenerallyobservednetworkadvertising.Possible,shouldbeinvolvedinsomespecificdata,usedtoclearcertainvariablesforadvertisingeffectiveness,suchadvertisingwillbemorein-depth.
Problemsofonlineadvertising,suchas:
conceptualissues,legalissues,humanresourcesissues,foundthatintheprocessofanalysisofthecurrentsituationofonlineadvertisingsolutionsaregivenbasedontheproblemsonebyone.Onceagaintheuniquecharacteristicsofonlineadvertising,thebindingcharacteristicspredictonlineadvertisingonlineadvertisingtrendsindifferentstagesinthefuture,
Onlineadvertisingbusinessandcommunityissuesofconcern,anditsdevelopmentwillmakee-commercehasbroaderapplications,e-commercebusinessestogetmorebenefits,sohowhealthyandsteadydevelopmentoftheonlineadvertisingisthatpeoplethegreatestconcern.Thisarticlewillbebasedontheaboveideas,combinedwiththespecificcase,analyzethecurrentsituationofonlineadvertisinginparticular,theexistenceoftheproblem.
Thisisapracticalandeffectiveway,becauseitisthroughtheexistingspecificcaseanalyzed.Butalsohasitslimitations:
Youcanonlysolvetheexistingproblemsandissuesthatmayariseinthefuturedevelopmentoftheprocesscannotbepredicted.
Researchreview
Inthefirstofabookononlineadvertising,Strangelove(1994)citedseveralformsofadvertising,includinge-mail,newsgroupsadvertising,signaturefiles,freee-mails,softwaresamples,electronicmanualandonlinestore.In2005,theU.S.InteractiveAdvertisingAssociation(hereinafterreferredtoastheIAB)InternetAdvertisingRevenueReport2004ofeightformsofonlineadvertisingrevenueassessment,Theseincludekeywordsearchadvertising,bannerads,classifiedads,richmediaads,sponsorshipsRecommended-upads,websitelistingfees,ande-mailadvertising.
Bannerads(alsoknownasdisplayads)arequitepopularasaformofonlineadvertising.Itusuallyconsistsoftextandstaticimagesoranimations.In1996,IABestablishedtheeightstandardbannersize,basedontheneedsofadvertisers,advertisingonthelargersizeandstrongereffects,in2001,inturnexpandedto14.Earlyabanneradvertisingeffectivenessstudy,BriggsandHollis(1997)useasystemofmeasuringadvertisinghisinvention.Theyfoundthatevenifthebanneradisclicked,changingconsumertheadvertisingconcernaboutthebrandofclothingandtechnologyproducts,brandawarenessandpositiveattitudecanimprove.
Li,DaughertyandBiocca(2002,2003),comparedtoanindirectordirectexperiencewiththeproduct,superior3Dvideoadsgeneratedvirtualexperiencethatthevirtualtheefficacy(virtualtheaffordancesof).Theybelievedthattheefficacyofthreeproducts:
thetrueeffectivenessofthephysicalattributesoftheproductprovided;perceivedaffordancesprovidedconsumerswithInternetusershintedawarenessinpre-purchaseevaluationproducts;virtualaffordancesinthree-dimensionalvideoadstheanalogproductattributes.
Nelson,KeumandYaros(2004)examinedthegeneralattitudeofthegamersadvertising,theattitudeofthegameproductplacement,aswellasproductplacementcognitiveimpactonpurchaseintentions.Theysurveyed62gamers,theresultsshowthat:
theattitudetowardadvertisingandpositivelyrelatedtoattitudestowardsproductplacementinthegame,andthesetwoattitudescanpredicttheimpactofproductplacementonpurchaseintentions.Hernandez,Chapa,Minor,MaldonadoandBarranzuela(2004)foundinasurveyofSpaingamersgameadvertisingshowedamorepositiveattitudethanAmericanplayers.
Thelatestdevelopmentofonlineadvertising,itsrealstrengthliesinordertomaximizeitsinfluencewithtraditionaladvertisingintegration.PhilportandArbittierearlyin1997,wrote,"Whenitcomestonetworking,wemayhavethefirstrealadvertisingchannels,itisnotonlyamediumandavaluableextensionoftraditionaladvertisingchannels"(p.75).
Atimetableofresearch
From15thDecemberto5thJanuary:
Trytocategorizetheonlineadvertisementsandmakeaformtocollectthevariousinformationofthelatterresearch.
From6thJanuaryto10thFebruary:
Usetheformswedesignedinthefirststeptosurfontheengineadvertising,emailadvertising,onlinegameadvertising,softwareadvertisinge.g.Foremailadvertising,wecoulduseanquestionnairetocollecttheinformation,askingthemhowoftentheywouldgetpromotionemailsandnewproductsresealingemails.
From11stFebruaryto20thMarch:
Analyzethedatawegetontheformerresearchtofigureoutwhethertheseresultshaveregularrulesaswelladtheimpactontheaudience.
From21stMarchto10rdApril:
Startwritingtheintroductorychapterincludingthebackgroundinformation,themotiveofchoosingthistopic,thegreatimportanceofanalyzingtheonlineads.
From11thAprilto15thMay:
Duringthistime,futuredatacollectingwillberequiredto
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