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广告是一门独具魅力的学科,在市场营销中它是量难以把握如何“运作”的部分。广告作为一种促销手段,其最初动因便是企业主借助媒体的力量,通过创意的方式吸引受众的注意力,从而达到开拓市场,促进销售的目的。传统的媒体,无论是电视、广播,还是报纸、杂志,已经渗入现代人生活的方方面面。现代人生活在媒体之中,传媒对人的影响已经超过社会文化系统中的任何其他要素。网络广告作为一种新兴媒体,随着 INTERNET 的迅猛发展,正日益成为广告的重要选择媒体之一。以美国市场为例,网络广告在美国已纾超过户外广告收入。Myers Group 调查公司发布的一项调查报告,预计2005年网络广告收入将首次超过电视广告。这预示着网络广告将成为广告主的主要选择。在中国,广告在传统媒体方面的运作与国际上通行的方式相比还存在一定的问题,但作为一个独立发展的产业,其运作基本上是成功的。
Advertising is a fascinating subject, and in marketing it is the part that’s hard to figure out how to “run”. Advertising as a promotional tool, the initial motivation is that business owners use the power of the media, through the creative way to attract the attention of the audience, so as to open up markets and promote sales purposes. Traditional media, whether it is television, radio, or newspapers and magazines, have infiltrated all aspects of modern life. The modern life in the media, the media’s impact on people has exceeded any other elements of social and cultural system. As an emerging media, internet advertising is becoming one of the most important media of advertising with the rapid development of internet. Take the U.S. market as an example, online advertising has surpassed outdoor advertising revenue in the United States. Myers Group survey company released a survey report, for the first time in 2005 online advertising revenue will exceed TV ads for the first time. This indicates that online advertising will be the main choice of advertisers. In China, there are still some problems in the operation of traditional media in comparison with those in the international market. However, as an independent development industry, its operation has basically been successful.