摘要
文本回顾了网络横幅广告自出现以来国外近十几年的研究，综合介绍了横幅广告效果、测量方法以及影响横幅广告效果的各个因素。本文总结了横幅广告已有研究的不足，并提出了未来可以研究的方向以及对业界的启示。
The paper reviews studies of the online banner advertising since the emergence of the last decade on abroad, including banner advertising effectiveness, measurement methods and the various factors that affect the banner advertising effectiveness. This paper summarizes the study defects of banner ads in the past and points the direction of future research and the advices in practical application.
出处
《现代广告》
2013年第21期56-63,共8页
Modern Advertising
关键词
网络横幅广告
研究综述
局限和未来
online banner advertising
research overview
limitations and prospect
