论网络广告的投放策略

Strategies of Cyberadvertisement Placement

网络媒体的特性决定了网络广告在传播方式、传播效果与传统媒体广告的不同,同时也使消费者对网络广告信息传播的接受方式、接受效应产生很大的差异。从三大门户网站上广告投放情况来看,当前网络广告的形式日趋多样化,但作为出现不久的新事物,网络广告存在着一些问题,还需要一段时间去发展去完善。对于提高网络广告投放效果,我们可以从网络广告投放位置、投放时段、广告形式的选择等方面入手加以分析利用。

The characteristic of cybermedia determines its broadcasting methods and effects. Meanwhile, it greatly that cyberadvertisemnt differs from traditional advertisement in influences the costumers＇ admission methods and admission effects about the broadcasting of cyberadvertisement. By comparing the placement of advertisements on “the three major gateway websites,” we have learned that the cyberadvertisements comes into all kinds of forms, but as it is still at the beginning stage of its development, cyber advertisement still has a long way to go before it matures. In order to maximize the effect of the cyberadvertisements, the author has given some strategic suggestions about the position, time and pattern we put out ads.