1、江苏科技大学商学院毕业论文（设计） Discuss On Online Advertising Jack Farnlin from Princeton Unversity Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual
2、 ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam. Online advertising is an emerging advertising media, from 1997 China online advertising was born, online adver
3、tising development is rapid, paid search advertising become network advertisement new growth point. Compared with the similar foreign market, Chinas network advertisement market is still behind many, but the market has great potential. Form and creative backward, advertising regulatory basic lack, C
4、hinas online advertising market existing main problems. Later, Chinese online advertising to two-way interaction the direction of development, meanwhile, and traditional media integration will further strengthen. After data access network advertisement, learned some basic knowledge, grasps the netwo
5、rk advertisement, situation and development trend of the network advertisement is the development trend of stud. This paper points out the Chinese Internet advertising the problems and proposes the perfecting of net ads scientific management method. Through chart to China Internet advertising status
6、 and developing trends are analyzed and summarized. Through the analysis of the Chinese Internet advertising market characteristics, Chinese Internet advertising, the present situation of and problems existing in some ideas to solve the problem. Internet advertising development situation, it is mode
7、rn unstoppable advertising the inheritance and development of, become the emerging advertising media. Competitive advantage over traditional advertising: One major benefit of online advertising is the immediate publishing of information and content that is not limited by geography or time. To that e
8、nd, the emerging area of interactive advertising presents fresh challenges for advertisers who have hitherto adopted an interruptive strategy. 江苏科技大学商学院毕业论文（设计） Another benefit is the efficiency of advertisers investment. Online advertising allows for the customization of advertisements, including c
9、ontent and posted websites. For example, AdWords and AdSense enable ads shown on relevant webpages or aside of search results of pre-chosen keywords. Another is the payment method. Whatever purchasing variation is selected, the payment is usually relative with audiences response. Purchasing variatio
10、ns: The three most common ways in which online advertising is purchased are CPM, CPC, and CPA. CPM (Cost Per Impression) is where advertisers pay for exposure of their message to a specific audience. CPM costs are priced per thousand impressions, or loads of an advertisement. However, some impressio
11、ns may not be counted, such as a reload or internal user action. The M in the acronym is the Roman numeral for one thousand. CPV (Cost Per Visitor) or (Cost per View in the case of Pop Ups and Unders) is where advertisers pay for the delivery of a Targeted Visitor to the advertisers website. CPC (Co
12、st Per Click) is also known as Pay per click (PPC). Advertisers pay each time a user clicks on their listing and is redirected to their website. They do not actually pay for the listing, but only when the listing is clicked on. This system allows advertising specialists to refine searches and gain i
13、nformation about their market. Under the Pay per click pricing system, advertisers pay for the right to be listed under a series of target rich words that direct relevant traffic to their website, and pay only when someone clicks on their listing which links directly to their website. CPC differs fr
14、om CPV in that each click is paid for regardless of whether the user makes it to the target site. CPA (Cost Per Action) or (Cost Per Acquisition) advertising is performance based and is common in the affiliate marketing sector of the business. In this payment scheme, the publisher takes all the risk
15、 of running the ad, and the advertiser pays only for the amount of users who complete a transaction, such as a purchase or sign-up. This is the best type of rate to pay for banner advertisements and the worst type of rate to charge. Similarly, CPL (Cost Per Lead) advertising is identical to CPA adve
16、rtising and is based on the user completing a form, registering for a newsletter or some other action that the merchant feels will lead to a sale. Also common, CPO (Cost Per Order) advertising is based on each time an order is transacted. Cost per conversion Describes the cost of acquiring a custome
17、r, typically calculated by dividing the total cost of an ad campaign by the number of conversions. The definition of Conversion varies depending on the situation: it is sometimes considered to be a lead, a sale, or a purchase. 江苏科技大学商学院毕业论文（设计） CPE (Cost Per Engagement) is a form of Cost Per Action
18、pricing first introduced in March 2008. Differing from cost-per-impression or cost-per-click models, a CPE model means advertising impressions are free and advertisers pay only when a user engages with their specific ad unit. Engagement is defined as a user interacting with an ad in any number of wa
19、ys. Though, as seen above, the large majority of online advertising has a cost that is brought about by usage or interaction of an ad, there are a few other methods of advertising online that only require a one time payment. The Million Dollar Homepage is a very successful example of this. Visitors
20、were able to pay $1 per pixel of advertising space and their advert would remain on the homepage for as long as the website exists with no extra costs. Floating ad: An ad which moves across the users screen or floats above the content. Expanding ad: An ad which changes size and which may alter the c
21、ontents of the webpage. Polite ad: A method by which a large ad will be downloaded in smaller pieces to minimize the disruption of the content being viewed Wallpaper ad: An ad which changes the background of the page being viewed. Trick banner: A banner ad that looks like a dialog box with buttons.
22、It simulates an error message or an alert. Pop-up: A new window which opens in front of the current one, displaying an advertisement, or entire webpage. Pop-under: Similar to a Pop-Up except that the window is loaded or sent behind the current window so that the user does not see it until they close
23、 one or more active windows. Video ad: similar to a banner ad, except that instead of a static or animated image, actual moving video clips are displayed. Map ad: text or graphics linked from, and appearing in or over, a location on an electronic map such as on Google Maps. Mobile ad: an SMS text or
24、 multi-media message sent to a cell phone. In addition, ads containing streaming video or streaming audio are becoming very popular with advertisers. E-mail advertising Legitimate Email advertising or E-mail marketing is often known as opt-in e-mail advertising to distinguish it from spam. Affiliate marketing
