外文翻译---网络广告：不同的传媒形式

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1、中文3178字，1750单词，9700英文字符毕业论文（设计）外文翻译  一、外文原文  标题： Internet Advertising: The Medium is the Difference 原文：      Introduction     Internet advertising is growing at an impressive rate. A recent report by Price Waterhouse-Coopers estimates 1998 online ad revenues at $1.

2、92 billion, more than twice those of 1997. By year 2000, it has been projected that ad revenues will grow to a level of $ 4.3 billion (IAB, 1998). This spectacular growth comes as no surprise if one considers that on the one hand, advertisers are always looking for new ways to reach their target aud

3、ience, and on the other hand, web site operators are always looking for new sources of revenues to finance their ever-mounting operating costs. Indeed, in order to take full advantage of the potential of Internet advertising, and to avoid its pitfalls, one needs to rethink the consumer medium intera

4、ction as it applies to Internet advertising.     In this article, we show how the underlying full-duplex networked organization of the Internet transforms the traditional one-way relationship between advertisers and consumers that is inherent in standard advertising. On the Internet, conte

5、nt providers take on roles of both conduits and interaction enablers in a two-way interaction with prospective consumers. This new model profoundly affects the relationship between each player. Consumers now interact with both content providers and advertisers. Content providers are not responsible

6、for advertisement fulfillment anymore. It also affects how content providers are compensated for their services. As conduits, their compensation scheme was simple. As relationship creators, their value is harder to assess. least once), Gross Rating Points (GRP = Reach x Frequency), and some demograp

7、hic information about the reached audience.     The information reported to advertisers is generated through surveys or panels of consumers that measure audience viewing, or listening, patterns. For example, in the TV industry, People meter devices are used to monitor TV viewing patterns (

8、i.e., whether a TV set is on or off and what program, if any is tuned at a given point in time), and consequently audience viewing habits, for a representative sample of households. However, for the television medium, content providers have imperfect information about their audiences. This is becaus

9、e marketing research firms are merely able to monitor the TV set patterns of a sample subset of the population rather than the actual viewing patterns of their audiences. Thus, the monitoring of broadcasts does not provide completely accurate information concerning who is tuned in to particular prog

10、rams. Print media, such as newspapers and magazines, fare a little better in that they can readily estimate the size of their audience from the number of copies they sold. However, they still experience uncertainty as to the characteristics of their audience as they do not readily possess informatio

11、n about consumers who chose to buy their publications at a newsstand rather than those who subscribe. The Advertiser->Content Provider->Consumer framework, which we call broadcast, is very efficient in reaching mass markets. It requires a minimum number of interactions and has been used for mo

12、re than a century. It is very different from the request-based mode of information dissemination that occurs on the Internet. On the Internet, advertisers still contract with content providers to insert advertisements within the programming offered to consumers. But from this point on, everything is

13、 different. First, content providers do not push their content on consumers at pre-established points in time. Rather, they wait for consumers to request the information when they are ready to consume it. Second, content providers do not broadcast the advertisements linearly along with their content

14、. Rather they send their content to consumers with an instruction to retrieve the appropriate piece of advertisement directly from the advertiser.      Advantages of Advertising on the Internet The multiplicity of interactions that come about by the modus operandi of the Internet crea

15、tes a wealth of opportunities for marketers (some have called the Internet the Holy Grail of marketers).  First of all, since consumers directly request the content they would like to access, it becomes easy (at least theoretically) to measure the size of the audience of a particular ad campaig

16、n.  Second, since consumers who subscribe to several different content providers displaying the same ad have to request the ad from the advertisers themselves rather than from the content providers, it becomes potentially easy for the advertisers to measure the true frequency of exposure.  

17、;Third, because the advertiser only serves the actual ad content at the time when the consumer is ready to consume it, advertisers dont have to commit on the ad content until the last instant. This provides considerable opportunity for tailoring an advertising message to a particular prospective con

18、sumer. We now explore some of these opportunities.     Accurate measurement Now that consumers and advertisers interact directly on the Internet, great improvements in quality of marketing research can be made by shifting from a survey-based to a census-based method of assessing advertisin

19、g effectiveness. Figures 1 and 2 suggest the benefits of a censusbased advertising tracking methodology. In figure 1, the advertiser reaches Consumer 1 through both Provider 1 and Provider 2. However, given the lack of consumer level data, all the advertiser knows is that Provider 1 and Provider 2 r

20、each similar demographics. He will have no indication of the actual overlap between the magazines or television stations. In contrast, the Internet advertiser will see Consumer 1 come twice (figure 2), once send by Provider 1 and a second time send by Provider 2. Hence, the advertiser now has an acc

21、urate measurement of the number of consumers who see its ad (Reach) and of the number of times each consumer sees the ad (Frequency). The interactive nature of the Internet medium has lead to new criteria for the measurement of advertising effectiveness: "page views" (or impressions) and &

22、quot;click-throughs." Impression represents an opportunity for a surfer to see and click on a banner ad within a publisher's Web page, and click-through represents the committed action of a surfer who actually clicks on a banner ad in response to its message. This immediate measure of advertising response is a new concept that can only be measured on the Internet. Many see it as the ultimate measure of advertising effectiveness.