外文翻译网络广告特点以及策略研究.docx

外文翻译网络广告特点以及策略研究.docx

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外文翻译网络广告特点以及策略研究

thecharacteristicoftheInternetadvertisingandstrategyalignment

原文：

Introduction

TheInternethashadaprofoundimpactonstrategicthinkingbecauseofitsabilitytochangeorganizationalcoststructuresandaltercommunicationpatternswithcustomers.WhiletheInternetisnotastrategyinitself（Porter,2001）,ithasbecomeanimportantconsiderationwhenfashioningstrategy.OneapplicationoftheInternet,theweb,hasparticularimplicationsforthestrategiesofglobalbusinessesbecausewebsitesareaccessiblebyanyonewhohasawebbrowser,irrespectiveoflocation.

AdvantagesofAdvertisingontheInternet

Internethasbecomeamajorandeffectivemediumforadvertisingandithasbepredictedthattheonlineadvertisingandmarketingis soongoingtoreplacetheadvertisingthroughtraditionalmediassuchastelevision,radio,newspaperandmagazines.Furthermore，thereare10advantagesofonlineadvertising（notinthatorder）whencomparedwiththetraditionalofflineadvertising.

1）WiderCoverageTheonlineadvertisinggivesyouradsamorewidercoverageandthisgloballywidercoveragehelpsinmakingyouradvertisementsreachmoreaudiences,whichmayultimatelyhelpyouingettingbetterresultsthroughyouronlineadvertisingcampaign.

2）TargetedAudiencesWhencomparedwithofflineadvertising,onlineadvertisingalwayshelpsyoutoreachthetargetedaudienceandthishelpsinmakingyourcampaignmoreprofitableandgettingmorerelevantleads.

3）AffordableAnothermainadvantageofonlineadvertisingormarketingisthemuchaffordablepricewhencomparedwiththetraditionaladvertisingcosts.Withamuchlessercostyoucanadvertiseonthenetforawiderrangeofaudienceandgeographicallocations.

4）EasytoTrackandMeasureConversionMeasurabilityandeasinesstotracktheconversionmakesonlineadvertisingmilesaheadonthetraditionaladvertisingmethods.Alotofeffectiveanalyticstoolsareavailabletomeasureonlineadvertisingcampaignswhichhelpsinmoreimprovisationoftheads.

5）SpeedOnlineadvertisingismuchfasterthanofflineadvertisingandyoucanstartsendingoutyouradstoawideraudience,themomentyoustartyouradvertisingcampaign.

6）InformativeInonlineadvertising,theadvertiserisabletoconveymoredetailsabouttheadvertisementtotheaudienceandthattooatrelativelylowcost.Mostoftheonlineadvertisingcampaignsarecomposedofaclickablelinktoaspecificlandingpage,whereusersgetmoreinformationabouttheproductmentionedinthead.

7）FlexiblePaymentPaymentflexibilityisanotheraddedadvantageofonlineadvertisingandmarketing.Inofflineadvertisingyouneedtopaythefullamounttotheadvertisingagencyirrespectiveoftheresults.Butinonlineadvertisingthereistheflexibilityofpayingforonlyqualifiedleads,clicksorimpressions.

8）BetterROISinceonlineadvertisingismainlyfocusedonperformancebasedpayment,youROIissuretobefarbetterwhencomparedwithofflineadvertising.

9）EasyAudienceEngagementOnlineadvertisementmakesiseasyfortheaudiencetoengagewithyouradsorproducts.Asanadvertiserwewouldbeabletogetmorefeedbackfromtheaudienceandtherebyimprovethequalityofouradsgoingforward.

10）BetterBrandingAnyformofadvertisinghelpsinimprovingthebrandingandonlineadvertisingstandsanotchhighinimprovingthebrandingofyourcompany,serviceorproduct.

Strategy

Advertisingisoneofthemainapproachesfirmsemploytomanagedemandriskbyraisingawarenessoftheirproducts.Inthemid-1990s,theInternetemergedasanewtoolforreachingconsumers,anditnowprovidesavarietyoftechnologies（e.g.thewebande-mail）forinfluencingopinionsandwants.Indeed,Internettechnologiesandmarketingobjectivescanbeinterlacedtoincreasetheeffectivenessofafirm’sconsumerdirectedcommunications（Watsonetal.,2000）.Thus,anInternetadvertisingstrategyisconcernedwiththecreation,placement,anddistributionofelectronicmessagesthatwillbereadby,andhaveaneffecton,thoseconsumerswhomtheadvertisermostwantstoinfluence.Creation,aswellasconsideringtraditionaladvertisingfactors（e.g.themessagetocommunicate）,mustalsoembraceInternettechnologies（e.g.Flashandmp3）thatpotentiallyinfluenceconsumers.Whenplacingads,theadvertisermustconsiderwhichmediumtouse（e.g.webversuse-mail）,andifthewebischosen,wheretoplacetheadonthepageformaximumimpact（Loiaconoetal.,2001）.Distributionaddresseswhichwebsitesandelectronicmailinglistswillbeused.

MuchoftheattentionrelatedtoInternetadvertisinghasfocusedontheplacementofadvertisementsonthird-partywebsiteswherethemarketisestimatedtobe$9.7billion,aboutthreepercentoftotaladvertising（GreenandElgin,2001）.However,thisapproachignoresacomp