网络广告表现形式与效果研究-毕业论文.doc

网络广告表现形式与效果研究摘 ?要什么是网络广告？　　简单地说，网络广告就是在网络上做的广告。　　利用网站上的广告横幅、文本链接、多媒体的方法，在互联网刊登或发布广告，通过网络传递到互联网用户的一种高科技广告运作方式。　　与传统的四大传播媒体（报纸、杂志、电视、广播）广告及近来备受垂青的户外广告相比，网络广告具有得天独厚的优势，是实施现代营销媒体战略的重要一部分。Internet是一个全新的广告媒体，速度最快效果很理想，是中小企业扩展壮大的很好途径，对于广泛开展国际业务的公司更是如此。 　　目前网络广告的市场正在以惊人的速度增长，网络广告发挥的效用越来越显得重要。以致广告界甚至认为互联网络将超越路牌，成为传统四大媒体（电视、广播、报纸、杂志）之后的第五大媒体。因而众多国际级的广告公司都成立了专门的“网络媒体分部”，以开拓网络广告的巨大市场。网络广告以其传播范围广、针对性强、交互性强、价格低廉等优势，飞速发展、异军突起。有效利用网络媒体，有针对性制作和发布企业广告，促进企业提怏发展，具有现实意义。本文首先概述了网络广告，接着，综述了网络广告的形式与效果，最后提出问题，如何有效地提高网络广告的效果，这一部分，首先阐述了网络广告效果不理想的基本原因，然后提出选择适当的表现形式提高效果的观点。【关键词】网络广告 ?表现形式 ?效果Abstract What is online advertising? Simply put, online advertising is advertising on the network to do. The use of banner ads on the site, text links, multimedia approach, publish or advertise on the Internet through the network to the Internet users in a high-tech advertising mode of operation. The four traditional media (newspapers, magazines, television, radio) advertising and the recent highly favored compared to the outdoor advertising, Internet advertising has a unique advantage is the implementation of modern marketing, an important part of media strategy. Internet is a new advertising media, the fastest result is very satisfactory, is a good way to grow small and medium enterprises expand, for a wide range of companies engaged in international operations especially. ???The current network advertising market is growing at an alarming rate, increasing the effectiveness of online advertising to play a more important. Resulting in the advertising industry that the Internet will surpass even the sign to become a traditional four media (television, radio, newspapers and magazines) after the fifth-largest media. Thus a number of world-class advertising agencies have set up a special Internet media division, to open up a huge market for online advertising. ???Spread its wide range of online advertising, targeted, interactive nature of strong advantages in low cost, rapid development, have sprung up every