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Network advertising concept

Date：2013-09-06 Source: Shangpin China Type: website encyclopedia
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Obviously, Internet AD cannot be simply understood as "network+advertising". Network advertising is a new advertising model, that is, a compound advertising form based on the network. The definition of online advertising can generally be divided into narrow sense and broad sense.

Article 2 of the Interim Measures of Beijing Municipality on the Administration of Online Advertising, which came into effect on May 1, 2001, stipulates that "online advertising referred to in these Measures refers to advertisements distributed by Internet information service providers through the Internet in the form of flags, buttons, text links, e-mail, etc. on websites or pages." Here, only advertisements published in the form of flags, buttons, text links, emails, etc. are classified as online advertisements, which is typical Website production The narrow definition of advertising has certain pertinence and convenience for online advertising supervision. In a broad sense, all the processes and methods of information dissemination based on network technology can be understood as online advertising.

In order to give a lasting and universal definition of online advertising, first of all, we need to analyze the concept and characteristics of advertising itself. As for the concept of advertising, the American Marketing Association has made the most influential statement: "Advertising is an identifiable advertiser who transmits his ideas, goods or services in any way for free." The Advertising Law of the People's Republic of China (hereinafter referred to as the Advertising Law) The definition of advertisement in the second paragraph of Article 2 is as follows: "For the purpose of this Law, advertising refers to commercial advertising in which commodity operators or service providers directly or indirectly introduce the commodities they promote or the services they provide through certain media and forms at their own expense." According to the provisions of the Advertising Law, advertising should be paid, dependent 4 basic characteristics of purposiveness and commerciality. Secondly, considering the particularity of online advertising different from traditional advertising, such as the openness of the Internet platform, the development of information technology, and the diversity of advertising forms.

This book makes the following theoretical definition of online advertising: online advertising refers to the commercial information dissemination behavior that can be released by an identifiable advertiser on the Internet in the form of images, words, sounds, videos and other multimedia forms, with ideas, goods or services as the pursuit content. It has the essential characteristics of advertising and relies on the Internet platform to realize its commercial value.

From the above definition, the basic elements of online advertising can be summarized as:

(1) Online advertisers, namely online advertisers, refer to enterprises, units and individuals that publish online advertisements. Anyone can post various advertisements on the Internet by himself or through others, of course, within the scope of advertising laws and regulations. As early as 1994 (The Hotline magazine first published online ads on its online edition with AT&T, P&G, IBM and other large companies. At present, most of the Fortune 500 companies are engaged in online advertising business. As a supplement to traditional advertising, many domestic enterprises are no exception.

(2) The content of online advertising refers to the content of appeals transmitted through online advertising, including enterprise commodity information, labor service information, concept information, etc.

(3) Online advertising expenses refer to the capital investment required for online advertising. Like all advertisements, online advertisements also need people. For advertisers, they always hope that the greater the return on investment in advertising is, the better. Due to the characteristics of the Internet, the pricing method of advertising expenses is more accurate and flexible, which also means that advertisers will be more cautious in their advertising budgets.

(4) The purpose of online advertising is to persuade or influence the behavior of netizens by transmitting information to achieve the purpose of long-term establishment of online brand image or short-term stimulation of potential purchase behavior.

(5) The target of online advertising refers to the audience of online advertising, namely netizens. Advertisers need to analyze the advertising objects in advance, such as understanding the age level, economic status, educational background, personality characteristics and preferences of netizens, which will help the planning and effect of online advertising.

This article was published in Shangpin China UEO Marketing website construction company //ihucc.com/


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