網(wǎng)絡(luò)廣告外文翻譯

1、原文online advertisingonline advertising is a form of promotion that uses the internet and world wide web for the expressed purpose of delivering marketing messages to attract customers. examples of online advertising include contextual ads on search engine results pages, banner ads, rich media ads, s

2、ocial network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.online advertising is an emerging advertising media, from 1997 china online advertising was born, online advertising development is rapid, paid search advertising become network

3、 advertisement new growth point. compared with the similar foreign market, chinas network advertisement market is still behind many, but the market has great potential. form and creative backward, advertising regulatory basic lack, chinas online advertising market existing main problems. later, chin

4、ese online advertising to two-way interaction the direction of development, meanwhile, and traditional media integration will further strengthen. after data access network advertisement, learned some basic knowledge, grasps the network advertisement, situation and development trend of the network ad

5、vertisement is the development trend of stud. this paper points out the chinese internet advertising the problems and proposes the perfecting of net ads scientific management method. through chart to china internet advertising status and developing trends are analyzed and summarized. through the ana

6、lysis of the chinese internet advertising market characteristics, chinese internet advertising, the present situation of and problems existing in some ideas to solve the problem. internet advertising development situation, it is modern unstoppable advertising the inheritance and development of, beco

7、me the emerging advertising media.competitive advantage over traditional advertising:one major benefit of online advertising is the immediate publishing of information and content that is not limited by geography or time. to that end, the emerging area of interactive advertising presents fresh chall

8、enges for advertisers who have hitherto adopted an interruptive strategy.another benefit is the efficiency of advertisers investment. online advertising allows for the customization of advertisements, including content and posted websites. for example, adwords and adsense enable ads shown on relevan

9、t webpages or aside of search results of pre-chosen keywords. another is the payment method. whatever purchasing variation is selected, the payment is usually relative with audiences response.purchasing variations:the three most common ways in which online advertising is purchased are cpm, cpc, and

10、cpa.cpm (cost per impression) is where advertisers pay for exposure of their message to a specific audience. cpm costs are priced per thousand impressions, or loads of an advertisement. however, some impressions may not be counted, such as a reload or internal user action. the m in the acronym is th

11、e roman numeral for one thousand. cpv (cost per visitor) or (cost per view in the case of pop ups and unders) is where advertisers pay for the delivery of a targeted visitor to the advertisers website. cpc (cost per click) is also known as pay per click (ppc). advertisers pay each time a user clicks

12、 on their listing and is redirected to their website. they do not actually pay for the listing, but only when the listing is clicked on. this system allows advertising specialists to refine searches and gain information about their market. under the pay per click pricing system, advertisers pay for

13、the right to be listed under a series of target rich words that direct relevant traffic to their website, and pay only when someone clicks on their listing which links directly to their website. cpc differs from cpv in that each click is paid for regardless of whether the user makes it to the target

14、 site. cpa (cost per action) or (cost per acquisition) advertising is performance based and is common in the affiliate marketing sector of the business. in this payment scheme, the publisher takes all the risk of running the ad, and the advertiser pays only for the amount of users who complete a tra

15、nsaction, such as a purchase or sign-up. this is the best type of rate to pay for banner advertisements and the worst type of rate to charge. similarly, cpl (cost per lead) advertising is identical to cpa advertising and is based on the user completing a form, registering for a newsletter or some ot

16、her action that the merchant feels will lead to a sale. also common, cpo (cost per order) advertising is based on each time an order is transacted. cost per conversion describes the cost of acquiring a customer, typically calculated by dividing the total cost of an ad campaign by the number of conve

17、rsions. the definition of conversion varies depending on the situation: it is sometimes considered to be a lead, a sale, or a purchase. cpe (cost per engagement) is a form of cost per action pricing first introduced in march 2008. differing from cost-per-impression or cost-per-click models, a cpe mo

18、del means advertising impressions are free and advertisers pay only when a user engages with their specific ad unit. engagement is defined as a user interacting with an ad in any number of ways. though, as seen above, the large majority of online advertising has a cost that is brought about by usage

19、 or interaction of an ad, there are a few other methods of advertising online that only require a one time payment. the million dollar homepage is a very successful example of this. visitors were able to pay $1 per pixel of advertising space and their advert would remain on the homepage for as long

20、as the website exists with no extra costs.floating ad: an ad which moves across the users screen or floats above the content. expanding ad: an ad which changes size and which may alter the contents of the webpage. polite ad: a method by which a large ad will be downloaded in smaller pieces to minimi

21、ze the disruption of the content being viewed wallpaper ad: an ad which changes the background of the page being viewed. trick banner: a banner ad that looks like a dialog box with buttons. it simulates an error message or an alert. pop-up: a new window which opens in front of the current one, displ

22、aying an advertisement, or entire webpage. pop-under: similar to a pop-up except that the window is loaded or sent behind the current window so that the user does not see it until they close one or more active windows. video ad: similar to a banner ad, except that instead of a static or animated ima

23、ge, actual moving video clips are displayed. map ad: text or graphics linked from, and appearing in or over, a location on an electronic map such as on google maps. mobile ad: an sms text or multi-media message sent to a cell phone. in addition, ads containing streaming video or streaming audio are

24、becoming very popular with advertisers.e-mail advertisinglegitimate email advertising or e-mail marketing is often known as opt-in e-mail advertising to distinguish it from spam.affiliate marketingaffiliate marketing was an invention by cdn in 1994 and was excelled by a when it launched its affiliat

25、e program, called associate program in 1996. the online retailer used its program to generate low cost brand exposure and provided at the same time small websites a way to earn some supplemental income.contextual advertisingmany advertising networks display graphical or text-only ads that correspond

26、 to the keywords of an internet search or to the content of the page on which the ad is shown. these ads are believed to have a greater chance of attracting a user, because they tend to share a similar context as the users search query. for example, a search query for flowers might return an adverti

27、sement for a florists website.another newer technique is embedding keyword hyperlinks in an article which are sponsored by an advertiser. when a user follows the link, they are sent to a sponsors website.behavioral targetingin addition to contextual targeting, online advertising can be targeted base

28、d on a users past clickstream. for example, if a user is known to have recently visited a number of automotive shopping / comparison sites based on clickstream analysis enabled by cookies stored on the users computer, that user can then be served auto-related ads when they visit other, non-automotiv

29、e sites.網(wǎng)絡(luò)廣告網(wǎng)絡(luò)廣告是發(fā)布在英特網(wǎng)和萬(wàn)維網(wǎng)上,為了吸引顧客提供市場(chǎng)信息的一種促銷(xiāo)形式。網(wǎng)絡(luò)廣告的例子包括相關(guān)的廣告在搜索引擎結(jié)果頁(yè)，橫幅廣告，富媒體廣告，社會(huì)網(wǎng)絡(luò)廣告，在線分類(lèi)廣告，廣告網(wǎng)絡(luò)，包括電子垃圾郵件的電子郵件營(yíng)銷(xiāo)。網(wǎng)絡(luò)廣告是新興的廣告媒體，從1997年中國(guó)網(wǎng)絡(luò)廣告誕生，網(wǎng)絡(luò)廣告發(fā)展迅速，付費(fèi)搜索廣告成為網(wǎng)絡(luò)廣告新的增長(zhǎng)點(diǎn)。與國(guó)外同類(lèi)市場(chǎng)相比，中國(guó)網(wǎng)絡(luò)廣告市場(chǎng)依然落后不少，但市場(chǎng)潛力巨大。形式和創(chuàng)意落后，廣告監(jiān)管基本缺失，是中國(guó)網(wǎng)絡(luò)廣告市場(chǎng)存在的主要問(wèn)題。以后，中國(guó)網(wǎng)絡(luò)廣告將向“雙向互動(dòng)”的方向發(fā)展，同時(shí)，與傳統(tǒng)媒體的融合將進(jìn)一步加強(qiáng)。經(jīng)過(guò)查閱資料，了解了網(wǎng)絡(luò)廣告的一些基本

30、常識(shí)，掌握了網(wǎng)絡(luò)廣告的現(xiàn)狀和發(fā)展趨勢(shì)，網(wǎng)絡(luò)廣告的發(fā)展趨勢(shì)是銳不可擋的。本論文指出了中國(guó)網(wǎng)絡(luò)廣告中存在的問(wèn)題，提出了完善對(duì)網(wǎng)絡(luò)廣告科學(xué)化管理的方法。通過(guò)圖表對(duì)中國(guó)網(wǎng)絡(luò)廣告的現(xiàn)狀及發(fā)展趨勢(shì)做了分析和總結(jié)。通過(guò)分析中國(guó)網(wǎng)絡(luò)廣告的市場(chǎng)特征，中國(guó)網(wǎng)絡(luò)廣告的現(xiàn)狀，及存在的一些問(wèn)題，解決問(wèn)題的一些見(jiàn)解。網(wǎng)絡(luò)廣告的發(fā)展形勢(shì)不可阻擋，是現(xiàn)代廣告的繼承和發(fā)展，成為新興的廣告媒體。與傳統(tǒng)廣告相比的競(jìng)爭(zhēng)優(yōu)勢(shì)：網(wǎng)絡(luò)廣告的一個(gè)主要優(yōu)點(diǎn)就是即時(shí)信息和內(nèi)容發(fā)布，并且不受地域或時(shí)間的限制。為此，互動(dòng)廣告的新興領(lǐng)域顯現(xiàn)出對(duì)于廣告新的挑戰(zhàn)。另一個(gè)優(yōu)點(diǎn)就是廣告客戶的投資效益。網(wǎng)絡(luò)廣告允許廣告定制，包括內(nèi)容和發(fā)布網(wǎng)站。舉例來(lái)說(shuō)，adw

31、ords和adsense相關(guān)的網(wǎng)頁(yè)上啟用或預(yù)先選擇的關(guān)鍵字的搜索結(jié)果除了顯示廣告。另一種是付款方式。無(wú)論是選擇購(gòu)買(mǎi)的變化，付款通常與觀眾的反應(yīng)相對(duì)的。購(gòu)買(mǎi)方式的變化：有三種最常見(jiàn)的網(wǎng)絡(luò)廣告購(gòu)買(mǎi)方式是cpm，cpc和cpa。cpm（每印象成本）廣告客戶對(duì)他們?cè)谛畔⒈┞队谔囟ǖ氖鼙娭Ц?。每千次展示成本的價(jià)格每千次展示或廣告負(fù)荷。然而，一些印象可能不被計(jì)算，如重載或內(nèi)部用戶操作。其中的縮寫(xiě)m是千羅馬數(shù)字。cpv（每個(gè)訪問(wèn)者成本）或（每查看成本中的彈出窗口和unders的情況下）是廣告客戶為訪問(wèn)者提供有針對(duì)性的廣告客戶網(wǎng)站支付。cpc（每次點(diǎn)擊成本）也被稱為每次點(diǎn)擊（ppc）的繳款。每個(gè)廣告客戶支付的

32、上市時(shí)間，并在用戶點(diǎn)擊被重定向到他們的網(wǎng)站。他們不實(shí)際支付的上市，但只有當(dāng)該列表的點(diǎn)擊量。這個(gè)系統(tǒng)允許廣告專(zhuān)家對(duì)他們的搜索和完善市場(chǎng)獲取信息。根據(jù)每次點(diǎn)擊支付的價(jià)格體系，廣告客戶支付的權(quán)利下一個(gè)目標(biāo)是豐富的話，直接上市的一系列相關(guān)流量的網(wǎng)站，只需支付其上市時(shí)，其直接鏈接到他們的網(wǎng)站有人點(diǎn)擊。cpc的不同之處在于無(wú)論用戶進(jìn)行到目標(biāo)網(wǎng)站，每次都要點(diǎn)擊支付。cpa（每行動(dòng)成本）或（每次獲得費(fèi)用）廣告是表現(xiàn)為基礎(chǔ)，并在有關(guān)業(yè)務(wù)部門(mén)的共同聯(lián)盟營(yíng)銷(xiāo)。在此付款計(jì)劃，發(fā)布者通吃的廣告運(yùn)行的風(fēng)險(xiǎn)，與廣告客戶只需支付金額為用戶誰(shuí)完成，如購(gòu)買(mǎi)交易，或注冊(cè)。這是最好的速度型向支付橫幅廣告及收費(fèi)率最差的類(lèi)型。同樣，cpl（成本每線）廣告是相同的廣告和注冊(cè)會(huì)計(jì)師是在填寫(xiě)表格的用戶，申請(qǐng)電子報(bào)或其他行動(dòng)，商家認(rèn)為會(huì)導(dǎo)致轉(zhuǎn)讓登記為基礎(chǔ)。也很普遍，cpo（每張訂單的成本）是根據(jù)每個(gè)訂單進(jìn)行交易的時(shí)間。每次轉(zhuǎn)換的成本，獲取介紹客戶，一般是通過(guò)除以轉(zhuǎn)換次數(shù)的廣告活動(dòng)的總成本計(jì)算成本。對(duì)“轉(zhuǎn)換”的定義而有所不同的情況：它有時(shí)被認(rèn)為是一