网络广告BANNER的个性要素浅析

On the Personality Factors of the Network Advertising BANNER

报刊广告、电视广告、电台广告、户外广告市场一向竞争激烈,现在网络广告也加入了这一行列,因特网正以独特的魅力改变着广告业的整体面貌和互动形态。Banner是网络广告的一种,与其他广告形式相比,优势明显,它不仅目标准确度惊人,而且互动效果显著。互动性、个性化和契合度这三个要素是衡量Banner好坏的主要标尺。

With more and more fierce competition of the paper media advertising, television media advertising and radio media advertis- ing, the network advertising also begins to join the competition, and Banner is one kind of the latter. Compared with the other forms of advertising, its unique advantages lie in the amazing target accuracy and the obvious interactive effect. This paper, from the interactivi- ty, personalization and the fitness, deals with the personality factors of Banner, and concludes that the three are the main measures to weigh the pros and cons of Banner.