毕业论文外文翻译-网络广告特点以策略研究.doc

本科生毕业（论文）外文翻译 译文： 网络广告特点以及策略研究 学 院： 经济与管理 系 工商管理 专 业： 工商管理 班 级： 131班 学 号： 姓 名： 指导教师： THE CHARACTERISTIC OF THE INTERNET ADVERTISING AND STRATEGY ALIGNMENT Ainscough, Thomas L. and Michael G. Luckett 1 Introduction The Internet has had a profound impact on strategic thinking because of its ability to change organizational cost structures and alter communication patterns with customers. While the Internet is not a strategy in itself (Porter, 2001), it has become an important consideration when fashioning strategy. One application of the Internet, the web, has particular implications for the strategies of global businesses because web sites are accessible by anyone who has a web browser, irrespective of location. 2 Advantages of Advertising on the Internet Internet has become a major and effective medium for advertising and it has be predicted that the online advertising and marketing is? soon going to replace the advertising through traditional medias such as television, radio, newspaper and magazines. Furthermore，there are 10 advantages of online advertising (not in that order) when compared with the traditional offline advertising. （1）Wider Coverage The online advertising gives your ads a more wider coverage and this globally wider coverage helps in making your advertisements reach more audiences, which may ultimately help you in getting better results through your online advertising campaign. （2）Targeted Audiences When compared with offline advertising, online advertising always helps you to reach the targeted audience and this helps in making your campaign more profitable and getting more relevant leads. （3）Affordable Another main advantage of online advertising or marketing is the much affordable price when compared with the traditional advertising costs. With a much lesser cost you ca