6-電子服務(wù)中的廣告

1、Chapter 6Advertisement in Electronic Advertisement in Electronic CommerceCommerce華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29一一.Web AdvertisementnAd viewsnBannernClick (ad click)nClick rationCookienCPMnHitnImpressionsnReach華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29Clicksn點(diǎn)擊次數(shù)點(diǎn)擊次數(shù) ：訪問者通過點(diǎn)擊橫幅廣告而訪問者通過點(diǎn)擊橫幅廣告而訪問廠商的網(wǎng)頁(yè)，訪問廠商的網(wǎng)頁(yè)，稱點(diǎn)擊一次稱點(diǎn)擊一次.點(diǎn)擊這個(gè)點(diǎn)擊這

2、個(gè)廣告，即表示他對(duì)廣告感興趣，希望得廣告，即表示他對(duì)廣告感興趣，希望得到更詳細(xì)的信息。到更詳細(xì)的信息。nClick (click-through or ad click): A count made each time a visitor clicks on an advertising banner to access the advertisers Web site 華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29Click rate n點(diǎn)擊率（點(diǎn)擊率（click through ratio）廣告被點(diǎn)廣告被點(diǎn)擊的次數(shù)與與頁(yè)面被瀏覽次數(shù)的比率。擊的次數(shù)與與頁(yè)面被瀏覽次數(shù)的比率。即即click/

3、impression.如果這個(gè)頁(yè)面出現(xiàn)了如果這個(gè)頁(yè)面出現(xiàn)了一萬次，而網(wǎng)頁(yè)上的廣告的點(diǎn)擊次數(shù)為五一萬次，而網(wǎng)頁(yè)上的廣告的點(diǎn)擊次數(shù)為五百次，那么點(diǎn)擊率即為百次，那么點(diǎn)擊率即為 5%. 目前，亞太目前，亞太區(qū)的點(diǎn)擊率平均為區(qū)的點(diǎn)擊率平均為 1.5% 。點(diǎn)擊率可以。點(diǎn)擊率可以精確地反映廣告效果，精確地反映廣告效果， 也是網(wǎng)絡(luò)廣告吸引也是網(wǎng)絡(luò)廣告吸引力的一個(gè)標(biāo)志。力的一個(gè)標(biāo)志。華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29CPMnCPM (cost per thousand impression千人印象成本千人印象成本)：The fee an advertiser pays for each 1,000

4、 times a page with a banner ad is shown，即廣告主購(gòu)買即廣告主購(gòu)買1000個(gè)廣告收個(gè)廣告收視次數(shù)的費(fèi)用或者是廣告被視次數(shù)的費(fèi)用或者是廣告被1000人次看人次看到所需的費(fèi)用。到所需的費(fèi)用。 比如說一個(gè)廣告比如說一個(gè)廣告 Banner 的單價(jià)是的單價(jià)是$1/CPM的話，意味著每一千個(gè)人次看到這個(gè)的話，意味著每一千個(gè)人次看到這個(gè)Banner的話就收的話就收$1，如此類推，如此類推，10，000 人次訪問的主頁(yè)就是人次訪問的主頁(yè)就是$10。 華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29CPCn每次點(diǎn)擊成本（每次點(diǎn)擊成本（CPC,cost per click-th

5、roughs）：）：每點(diǎn)擊一次網(wǎng)頁(yè)上的每點(diǎn)擊一次網(wǎng)頁(yè)上的廣告所收取廣告主的費(fèi)用廣告所收取廣告主的費(fèi)用(Cost Per Click；Cost Per Thousand Click-Through) 華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29Web Advertising (cont.)nHit: Request for data from a Web page or filenStickiness Characteristic that influences the average length of time a visitor stays in a site華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2

6、021-12-29Web Advertising (cont.)IP，PV和和UV及三者的關(guān)系及三者的關(guān)系nIP(獨(dú)立獨(dú)立IP)： 即即Internet Protocol,指獨(dú)立指獨(dú)立ip數(shù)。數(shù)。00:00-24:00內(nèi)相同內(nèi)相同IP地址被計(jì)算一地址被計(jì)算一次。次。nPV(訪問量訪問量)： 即即Page View, 即頁(yè)面瀏覽量即頁(yè)面瀏覽量或點(diǎn)擊量，用戶每次刷新記為一次?；螯c(diǎn)擊量，用戶每次刷新記為一次。nUV(獨(dú)立訪客獨(dú)立訪客)：即：即Unique Visitor,訪問網(wǎng)站訪問網(wǎng)站的一臺(tái)電腦客戶端為一個(gè)訪客。的一臺(tái)電腦客戶端為一個(gè)訪客。00:00-24:00內(nèi)相同的客戶端只被計(jì)算一次。內(nèi)相同的

7、客戶端只被計(jì)算一次。n如果某網(wǎng)站如果某網(wǎng)站IP有有1000的話，每個(gè)訪問者平均的話，每個(gè)訪問者平均訪問了訪問了3個(gè)頁(yè)面，那么個(gè)頁(yè)面，那么pv的記錄就是的記錄就是3000。華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29Web Advertising (cont.)IP，PV和和UV及三者的關(guān)系及三者的關(guān)系具體例子：具體例子：n三人用一臺(tái)三人用一臺(tái)adsl電腦訪問某網(wǎng)站，并且每人瀏覽電腦訪問某網(wǎng)站，并且每人瀏覽2個(gè)個(gè)頁(yè)面，那么網(wǎng)站的流量統(tǒng)計(jì)是：頁(yè)面，那么網(wǎng)站的流量統(tǒng)計(jì)是：IP：1 PV：6 UV：1n若三人都是更換了若三人都是更換了IP（重新?lián)芴?hào)）后各瀏覽了（重新?lián)芴?hào)）后各瀏覽了2個(gè)頁(yè)個(gè)頁(yè)面，那么

8、網(wǎng)站的流量統(tǒng)計(jì)是：面，那么網(wǎng)站的流量統(tǒng)計(jì)是：IP：3 PV：6 UV：1n所以，所以，ip反映的是網(wǎng)絡(luò)地址對(duì)象的數(shù)量，反映的是網(wǎng)絡(luò)地址對(duì)象的數(shù)量，uv反映的反映的是實(shí)際使用者的數(shù)量，每個(gè)是實(shí)際使用者的數(shù)量，每個(gè)uv相對(duì)于每個(gè)相對(duì)于每個(gè)ip更準(zhǔn)確更準(zhǔn)確地對(duì)一個(gè)實(shí)際瀏覽者。地對(duì)一個(gè)實(shí)際瀏覽者。華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29二、網(wǎng)絡(luò)廣告的種類二、網(wǎng)絡(luò)廣告的種類1、主頁(yè)式、主頁(yè)式網(wǎng)上廣告商直接為企業(yè)提供域名，并制作主頁(yè)，企網(wǎng)上廣告商直接為企業(yè)提供域名，并制作主頁(yè)，企業(yè)可在這個(gè)主頁(yè)中自由發(fā)布自已產(chǎn)品的有關(guān)信息。業(yè)可在這個(gè)主頁(yè)中自由發(fā)布自已產(chǎn)品的有關(guān)信息。華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021

9、-12-29旗幟廣告旗幟廣告搜狐主頁(yè)上的旗幟廣告搜狐主頁(yè)上的旗幟廣告Banner Advertisement 。旗幟廣告以GIF，JPG等格式建立的圖象文件，一般為長(zhǎng)方形，類似于旗幟定位在網(wǎng)頁(yè)中，大多用來表現(xiàn)廣告內(nèi)容。華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29搜狐首頁(yè)的旗幟型廣告旗幟廣告（5）按鈕廣告（）按鈕廣告（button）。按鈕廣告類似于）。按鈕廣告類似于旗幟廣告和標(biāo)志廣告（旗幟廣告和標(biāo)志廣告（logo），尺寸偏小，），尺寸偏小，表現(xiàn)手法較簡(jiǎn)單。但經(jīng)常表現(xiàn)為不同的圖形表現(xiàn)手法較簡(jiǎn)單。但經(jīng)常表現(xiàn)為不同的圖形某網(wǎng)站的一個(gè)按鈕廣告某網(wǎng)站的一個(gè)按鈕廣告華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12

10、-292、企業(yè)黃頁(yè)式、企業(yè)黃頁(yè)式電話號(hào)簿內(nèi)的企業(yè)黃頁(yè)，由廣告商將廣告企業(yè)加以分類，電話號(hào)簿內(nèi)的企業(yè)黃頁(yè)，由廣告商將廣告企業(yè)加以分類，將名稱（也可帶有簡(jiǎn)介及鏈接）放置于特定的位置，供用將名稱（也可帶有簡(jiǎn)介及鏈接）放置于特定的位置，供用戶檢索，這種方式適用于小規(guī)模的專業(yè)性較強(qiáng)的生產(chǎn)性或戶檢索，這種方式適用于小規(guī)模的專業(yè)性較強(qiáng)的生產(chǎn)性或經(jīng)營(yíng)性企業(yè)。經(jīng)營(yíng)性企業(yè)。3、網(wǎng)頁(yè)嵌入式、網(wǎng)頁(yè)嵌入式 在廣告商的網(wǎng)頁(yè)上嵌插廣告條，大體相當(dāng)于傳統(tǒng)的報(bào)欄在廣告商的網(wǎng)頁(yè)上嵌插廣告條，大體相當(dāng)于傳統(tǒng)的報(bào)欄廣告或電視插播廣告，但比前二者形式更為靈活，效果也廣告或電視插播廣告，但比前二者形式更為靈活，效果也遠(yuǎn)較前二者顯著。做嵌

11、入式廣告重要的是選擇好網(wǎng)頁(yè)，這遠(yuǎn)較前二者顯著。做嵌入式廣告重要的是選擇好網(wǎng)頁(yè)，這種方式特別適合于企業(yè)新產(chǎn)品和廣告，往往會(huì)收到意想不種方式特別適合于企業(yè)新產(chǎn)品和廣告，往往會(huì)收到意想不到的廣告效應(yīng)，就目前的情況看，與到的廣告效應(yīng)，就目前的情況看，與IT業(yè)有關(guān)的產(chǎn)品采用業(yè)有關(guān)的產(chǎn)品采用此種方式效果似乎更為顯著。此種方式效果似乎更為顯著。華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29 移動(dòng)廣告移動(dòng)廣告n移動(dòng)廣告（移動(dòng)廣告（Mobile），是一種可以在屏幕上移動(dòng)的小型），是一種可以在屏幕上移動(dòng)的小型圖片廣告，當(dāng)用戶用鼠標(biāo)點(diǎn)擊該圖片時(shí)，移動(dòng)廣告會(huì)自圖片廣告，當(dāng)用戶用鼠標(biāo)點(diǎn)擊該圖片時(shí)，移動(dòng)廣告會(huì)自動(dòng)擴(kuò)大來展

12、示廣告版面。動(dòng)擴(kuò)大來展示廣告版面。移動(dòng)廣告新浪首頁(yè)的移動(dòng)廣告新浪首頁(yè)的移動(dòng)廣告華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29搜狐首頁(yè)的彈出式廣告華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29全屏廣告全屏廣告 （6）游戲廣告。廣告游戲是利用互動(dòng)游戲技術(shù)將嵌）游戲廣告。廣告游戲是利用互動(dòng)游戲技術(shù)將嵌入其中的廣告信息傳達(dá)給受眾的廣告形式。（參入其中的廣告信息傳達(dá)給受眾的廣告形式。（參見下圖）。見下圖）。Jack Daniel公司的一個(gè)公司的一個(gè)3D游戲廣告游戲廣告 郵件列表廣告（郵件列表廣告（DirectMarketing） “直郵廣告直郵廣告”，利用網(wǎng)站電子刊物服務(wù)中的，利用網(wǎng)站電子刊物服務(wù)中的

13、電子電子郵件列表，將廣告加在每天讀者所訂閱的刊物中郵件列表，將廣告加在每天讀者所訂閱的刊物中發(fā)放給相應(yīng)的郵箱所屬人。發(fā)放給相應(yīng)的郵箱所屬人。 n電子郵件式廣告（電子郵件式廣告（EMail）廣告形式）廣告形式以以Banner為主，廣告體現(xiàn)在擁有免費(fèi)為主，廣告體現(xiàn)在擁有免費(fèi)電子郵件服務(wù)的網(wǎng)站上，廣告會(huì)出現(xiàn)電子郵件服務(wù)的網(wǎng)站上，廣告會(huì)出現(xiàn)在個(gè)人郵箱的主頁(yè)上。在個(gè)人郵箱的主頁(yè)上。華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29 巨型廣告巨型廣告n巨型廣告（巨型廣告（Huge）一般要占屏幕顯示的）一般要占屏幕顯示的1/3空間，版面增空間，版面增大后，可以增加廣告顯示的信息，形式也更多樣化，可以大后，可以增

14、加廣告顯示的信息，形式也更多樣化，可以吸引訪問者更多的注意力。吸引訪問者更多的注意力。 網(wǎng)絡(luò)媒體網(wǎng)絡(luò)媒體 新華網(wǎng)新華網(wǎng) MSN MSN 人民網(wǎng)人民網(wǎng) 中華網(wǎng)中華網(wǎng) 中青在線中青在線窄告窄告通欄廣告通欄廣告CCTVCCTVCCTV華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29Why Internet advertising?nAds can be updated any time with a minimal cost; making them timely and very accuratenAds reach very large number of potential buyers all

15、 over the worldnOnline ads are much cheaper in comparison to television, newspaper, or radio ads nTelevision viewers are migrating to the Internet, 3/4 of PC users gave up some television time,Web TV and Internet radio are attracting more people華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29nWeb ads effectively use text, a

16、udio, graphics, and animationnWell educated, high-income Internet users are a desired target for advertisersnAds easily combine games, entertainment, and promotionsnWeb ads can be interactive and targetednThe use of the Internet is growing very rapidly華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29Web AdvertisementnInterne

17、t vs. Traditional methodsnCombining advertising medianInternet is the fastest growing medium in history華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29Web Advertisement (cont.)nObjectives and growth of Internet advertisementpersuade customers to buy a certain product or servicenTargeted Advertisement (one-to-one)nCustomize

18、ads to fit individualsnCan be expensive as well as rewardingnGain cost effectiveness by targeting groups (based on segmentation)華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29Targeted Advertisement (one-to-one)nThe DoubleClick (DC) Approach3M, wants to advertise its $10,000 multimedia projectorsnDC monitors people browsing

19、 the Web sites of cooperating companiesnMatches them against a databasenFinds those people working for advertising agencies or using Unix system (potential buyers)華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29Targeted Advertisement (one-to-one)nThe Double Click (DC) Approach for 3M Corp. (cont.)nBuilds a dossier on you, y

20、our spending, and your computing habits using a cookienPrepares an ad for 3M projectors targeted for people whose profile matches what is needed for 3MnDoubleClick shares revenue with cooperating partners華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29nPros of Internet AdvertisementnInternet advertisements are accessed on d

21、emand 24 hours a day, 365 days a year, and costs are the same regardless of audience locationnAccessed primarily because of interest in the content, so market segmentation opportunity is largeWeb Advertisement (cont.)華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29Web Advertisement (cont.)nPros of Internet Advertisement (co

22、nt.)nOpportunity to create one-to-one direct marketing relationship with the consumernMultimedia will increasingly make Web sites more attractive and compelling華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29Advertisement Methods nBanner: On a Web page, a graphic advertising display linked to the advertisers Web pagenKeywor

23、d banners: Banner ads that appear when a predetermined word is queried from a search enginenRandom banners: Banner ads that appear at random, not as the result of the viewers action華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29Banner AdsnBenefits of banner adsnusers are transferred to an advertisers site, and frequently d

24、irectly to the shopping page of that sitenthe ability to customize some of them to the targeted individual surfer or market segment of surfers“forced advertising” nbanners may include attention-grabbing multimedia華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29Banner AdsnLimitations of banner adsnHigh cost of placing ads on

25、 high-volume sitesnLimited amount of information can be placed on the bannernClick ratio: ratio between the number of clicks on a banner ad and the number of times it is seen by viewers; measures the success of a banner in attracting visitors to click on the ad華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29Banner Ads (cont

26、.)nBanner swapping: An agreement between two companies to each display the others banner ad on its Web sitenBanner exchanges: Markets in which companies can trade or exchange placement of banner ads on each others Web sites華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29Advertising Methods (cont.)nE-mail advertisingnmailing

27、 lists via e-mailnadvantagesnlow cost nthe ability to reach a wide variety of targeted audiencesninformation on how to create a mailing list, consult (the service is free), , or 華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29nE-mailnSeveral million users may be reached directlynPurchase e-mail addressesnSend the company in

28、formation (low cost)nA wide variety of audiences (customer database)nTarget a group of people that you know something aboutnProblems:nJunk mail and Spamming Advertisement Methods (cont.)華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29Unsolicited Electronic AdsnUCE (unsolicited commercial e-mail)nSpamming: Using e-mail to se

29、nd unwanted ads (sometimes floods of ads)nWhat drives UCE?80 percent of spammers are just trying to get peoples financial informationcredit card or bank account numbersto defraud them華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29Unsolicited Electronic Ads (cont.)nWhy is it difficult to control spamming?nspammers send mill

30、ions of e-mails, shifting Internet accounts to avoid detectionnuse cloaking, they strip away clues (name and address) about where spam originatesnserver substitutes fake addressesnmany spam messages are sent undetected through unregulated Asian e-mail routes華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29Unsolicited Electro

31、nic Ads (cont.)nSolutions to spammingnantispam legislation is underway in many countriesnISPs and e-mail providers (Yahoo, MSN, AOL) njunk-mail filters nautomatic junk-mail deleters nblockers of certain URLs and e-mail addressesnSpam-filtering site for a country華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29Advertisement S

32、trategiesnInternet-based Ad DesignnVisually appealingnTargeted to specific groups or to individual consumersnEmphasize brands and a firms imagenPart of an overall marketing strategynSeamlessly linked with the ordering process華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29Advertisement Strategies (cont.)nInternet-based ad d

33、esign: important factorsnPage-loading speednGraphics and tablessimple, meaningful, and match standard monitorsnThumbnail (icon, graphs) are usefulnBusiness contentnClear and concise text with compelling page title and header textnMinimal amount of information requested for registration華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2

34、021-12-29Advertisement Strategies (cont.)nInternet-based Ad Design: Important Factors (cont.)nNavigation efficiency and compatibilitynLinkswell-labeled, accurate, meaningful nSitecompatible with browsers, software, etc.nMarketing Customer FocusnClear terms/conditions of the purchasesdelivery informa

35、tion, return policy, etc. nConfirmation page after a purchase華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29Advertisement Strategies (cont.)nPull (Passive) StrategynEffective site provides helpful and attractive contents and displaynEffective and economical way to advertise, unidentified potential customers worldwidenAdver

36、tising Worldnon-commercial site that guides the process of finding customers requestsnYahooportal search engine site regarded as effective aid for advertisement華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29Advertisement Strategies (cont.)nPush (Active) StrategynSending e-mails to relevant peoplenObtaining mailing listproc

37、ess of identifying target customersnMailing list generationuses agent technology, cookies, and questionnaires (filled out by customer)華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29Implementing the StrategiesnCustomized ad strategynFiltering the irrelevant information by providing customized adsnCustomized ads in Webcastin

38、gnPersonalized news and information by categorynUsers select specific categories they want to receive華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29Implementing the StrategiesnComparisons as medium for advertisementnCustomer compares alternative products and servicesnFinds the least expensive place to purchase the itemnUse

39、s the comparison site that lists vendors and their prices for the product華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29Push TechnologynBenefitsnRequested information they delivered automatically to their desktop via Web technology and the InternetnDecreases the number of hours used to search the Web華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29

40、Push Technology (cont.)nPointcastingmass customization of informationnPre-specification profilenSelect appropriate contentnDownload selectionn4 types of push technologynSelf-service deliverynAggregated deliverynMediated deliverynDirect delivery華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29nPush on the IntranetnCompanies s

41、et up their own channels to pointcast important internal information to:ntheir own employees (on intranets) ntheir supply chain partners (on extranets)nThe Future of Push TechnologynDrawback: the bandwidth requirements are largenExperts prediction: the technology will never flyPush Technology (cont.

42、)Effectiveness and Pricing of AdvertisementnExposure ModelsnMultiple of number of guaranteed ad viewsnNumber of hitsnClick-ThroughnNumber of times customers click on bannernOnly effective for large corporationsnInteractivitynBased on how customer interacts with the ad viewnHow much time was spent vi

43、ewing the adnActual PurchasenReferral fee based on customers moving to ad site to make a purchase Methods for measuring advertisement effectiveness, conducting cost benefit analyses, pricing ads華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29Economics of AdvertisingnPricing of advertisingnPricing based on ad views, using CP

44、MnPricing based on click-throughnPayment based on interactivitynPayment based on actual purchase: affiliate programs華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29Economics of Advertising (cont.)nAdvertising as a revenue modelnmany dot-com failures were caused by using advertising income as the major or the only revenue source華中農(nóng)業(yè)大學(xué)經(jīng)管-土管學(xué)院2021-12-29Special Advertisement TopicsnHow much to advert