网络广告所面临的机遇及挑战

^论文编号:GS353  ^论文字数:10635,页数:11

摘  要

 网络媒体作为新兴的传播手段正日新月异的快速发展着。人们往往更多得惊叹于网络广告无可比拟的传播性，而与此同时，其劣势和优势同样值得人们关注。我们看到了网络广告的广阔前景，也应该看到其存在的种种问题，不足和制约因素。被看作第四种媒体的网络，有着传统媒体不可比拟的优势，如传播范围更广泛、受众数量可准确统计、自由灵活的广告形式和空间、及时的互动及效力反馈、低成本运作等。我们在充分发挥其优势的同时也要清醒看到它先天性的缺陷和后天发育的不足。调查表明网络广告效果评估、可信度、记忆率差位居前三，这直接影响着网站与企业经营。针对这些问题，分析其原因并找出相应的对策，只有这样才能让网络广告更好的健康发展。

关键字：网络媒体 广告效果 广告真实性 发展空间 可信度

 
 
ABSTRACT
 
 As a new method of kommunication,Internet Media is developing and increasing  more and more quickly. People are surprised by its konmmunication that no others can compare with it.At the same time, it is equal worth paying close attention to its disadvantages and advantages.We see the broad Prospects of  Internet advertising and also should see that it contains lots of problems,inadequates and constraints. Considered as the fourth Media, the Internet has its unparalleled advantages,such as Broader dissemination, the number can accurately audience statistics, free form and flexible advertising space and timely interaction and feedback effect, low-cost operation ect. We give full play to its advantages but also clearly understand its congenital defects and acquired developmental deficiencies. Investigation shows that the Internet advertising impact assessment, credibility, poor memory rate ranks first three quarters, which directly affects websites and business. In view of these problems, the analysis of its causes and identify appropriate countermeasures only way to the healthy development of better advertising for the network.

Key words: Internet Media   Advertising Effect   the Truth of Advertising  the space of development   degree of trust    

目  录

一  网络广告发展简述 4
1.1网络广告的起步 4
1. 2网络广告主要的几种类型： 4
二  网络广告与其他媒体相比下的优劣势 7
2. 1互联网提供了其它媒体所不能提供的什么优势？ 7
2.2互联网广告所存在的弊端 8
三  网络广告应有健全的法律 11
四  新的广告理念 12
五  结  论 14
谢  辞 14
参考文献 15
注  释 16

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