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广告大师李奥贝纳(Leo Burnett)曾说过一句名言:“我知道我投在广告上一半的钱都是浪费的——只是,我不确定是哪一半。” 对于网络广告是否有效仍引起不休争论,但与此同时,广告数额又不断成长,传统新闻媒体广告市场正受到网络广告的蚕食。而广告主、厂商也在传统与网站媒体之间漂移,并伺机而动。 报纸、电视与广播广告已是行之有效的大众宣传工具,而传统媒体的主要收入来源就是广告。同理,新闻网站的主要收入来源也是网络广告。比较起来,网络新闻网站具有更大的弹性,可以灵活应用网络广告,不受到出版时间、广告版面限制,以及更能掌握时效性,随时更新,与消费者互动,带来全新的广告媒体时代。尽管网络广告目前还是相对的只是个小角色,但是网络广告的发展可谓不可限量,预料将对传统媒体产生前所未有的冲击与影响,传统媒体不但不敢掉以轻心,而且更积极向前,拥抱网络广告,以免被这股不可预知的洪流所没顶。
Ad Master Leo Burnett once famously said: “I know I wasted half the money I spent on advertising - except I’m not sure exactly which half.” Still valid for online advertising Incessant debate, but at the same time, the amount of advertising has continued to grow, the traditional news media advertising market is being eaten by online advertising. Advertisers, manufacturers are also drifting between the traditional and the site media, and waiting in the wings. Newspapers, television and radio advertisements are already an effective publicity tool, and the main source of revenue for traditional media is advertising. By the same token, the main source of revenue for news websites is also online advertising. By comparison, online news websites are more flexible, flexible in the use of online advertising, free from publication time, limited advertising space, more timely, updated, and consumer interaction, bringing a new era of advertising media. Although online advertising is still a relatively small role at present, the development of online advertising can be described as limitless. It is expected that the traditional media will have an unprecedented impact and influence. Traditional media not only can not afford to take it lightly but also actively embraces online advertising, So as not to be impacted by this unpredictable torrent.