摘要
随着网络广告的快速发展,如何合理的评价网络广告的效果,成了困扰企业广告主的一个问题。文章提出了网络广告传播效果、经济效果和社会效果的综合评价体系,指出网络广告效果评价要注重有效性、目的性、层级性和长期性。
With the rapid development of online advertising,how to reasonably evaluate the effects of online advertising has become a problem for corporate advertisers.This paper presents the comprehensive evaluation system of online advertising communication effects,economic effects and social effects,and points out that online advertising effects evaluation should focus on effectiveness,purpose,level and long-term character.
出处
《科技管理研究》
北大核心
2010年第23期52-53,33,共3页
Science and Technology Management Research
基金
河南省教育厅软科学资助项目"河南省中小企业网络营销策略研究"(2009A630014)
关键词
网络广告
效果
综合评价
online advertising
effect
comprehensive evaluation
