1、Chapter 6Advertisement in Electronic Advertisement in Electronic CommerceCommerce2023-1-27一一.Web AdvertisementnAd viewsnBannernClick(ad click)nClick rationCookienCPMnHitnImpressionsnReach2023-1-27Clicksn点击次数点击次数：访问者通过点击横幅广告而访问者通过点击横幅广告而访问厂商的网页，访问厂商的网页，称点击一次称点击一次.点击这个点击这个广告，即表示他对广告感兴趣，希望得广告，即表示他对广告感兴
2、趣，希望得到更详细的信息。到更详细的信息。nClick(click-through or ad click):A count made each time a visitor clicks on an advertising banner to access the advertisers Web site 2023-1-27Click rate n点击率（点击率（click through ratio）广告被点广告被点击的次数与与页面被浏览次数的比率。击的次数与与页面被浏览次数的比率。即即click/impression.如果这个页面出现了如果这个页面出现了一万次，而网页上的广告的点击次数为
3、五一万次，而网页上的广告的点击次数为五百次，那么点击率即为百次，那么点击率即为 5%.目前，亚太目前，亚太区的点击率平均为区的点击率平均为 1.5%。点击率可以。点击率可以精确地反映广告效果，精确地反映广告效果，也是网络广告吸引也是网络广告吸引力的一个标志。力的一个标志。2023-1-27CPMnCPM(cost per thousand impression千人印象成本千人印象成本)：The fee an advertiser pays for each 1,000 times a page with a banner ad is shown，即广告主购买即广告主购买1000个广告收个广告收
4、视次数的费用或者是广告被视次数的费用或者是广告被1000人次看人次看到所需的费用。到所需的费用。比如说一个广告比如说一个广告 Banner 的单价是的单价是$1/CPM的话，意味着每一千个人次看到这个的话，意味着每一千个人次看到这个Banner的话就收的话就收$1，如此类推，如此类推，10，000 人次访问的主页就是人次访问的主页就是$10。2023-1-27CPCn每次点击成本（每次点击成本（CPC,cost per click-throughs）：）：每点击一次网页上的每点击一次网页上的广告所收取广告主的费用广告所收取广告主的费用(Cost Per Click；Cost Per Thous
5、and Click-Through)2023-1-27Web Advertising(cont.)nHit:Request for data from a Web page or filenStickiness Characteristic that influences the average length of time a visitor stays in a site2023-1-27Web Advertising(cont.)IP，PV和和UV及三者的关系及三者的关系nIP(独立独立IP)：即即Internet Protocol,指独立指独立ip数。数。00:00-24:00內相同內
6、相同IP地址被计算一地址被计算一次。次。nPV(访问量访问量)：即即Page View,即页面浏览量即页面浏览量或点击量，用户每次刷新记为一次。或点击量，用户每次刷新记为一次。nUV(独立访客独立访客)：即：即Unique Visitor,访问网站访问网站的一台电脑客户端为一个访客。的一台电脑客户端为一个访客。00:00-24:00內相同的客户端只被计算一次。內相同的客户端只被计算一次。n如果某网站如果某网站IP有有1000的话，每个访问者平均的话，每个访问者平均访问了访问了3个页面，那么个页面，那么pv的记录就是的记录就是3000。2023-1-27Web Advertising(cont.
7、)IP，PV和和UV及三者的关系及三者的关系具体例子：具体例子：n三人用一台三人用一台adsl电脑访问某网站，并且每人浏览电脑访问某网站，并且每人浏览2个个页面，那么网站的流量统计是：页面，那么网站的流量统计是：IP：1 PV：6 UV：1n若三人都是更换了若三人都是更换了IP（重新拨号）后各浏览了（重新拨号）后各浏览了2个页个页面，那么网站的流量统计是：面，那么网站的流量统计是：IP：3 PV：6 UV：1n所以，所以，ip反映的是网络地址对象的数量，反映的是网络地址对象的数量，uv反映的反映的是实际使用者的数量，每个是实际使用者的数量，每个uv相对于每个相对于每个ip更准确更准确地对一个实
8、际浏览者。地对一个实际浏览者。2023-1-27二、网络广告的种类二、网络广告的种类1、主页式、主页式网上广告商直接为企业提供域名，并制作主页，企网上广告商直接为企业提供域名，并制作主页，企业可在这个主页中自由发布自已产品的有关信息。业可在这个主页中自由发布自已产品的有关信息。2023-1-27旗帜广告旗帜广告搜狐主页上的旗帜广告搜狐主页上的旗帜广告Banner Advertisement。旗帜广告以GIF，JPG等格式建立的图象文件，一般为长方形，类似于旗帜定位在网页中，大多用来表现广告内容。2023-1-27搜狐首页的旗帜型广告旗帜广告（5）按钮广告（）按钮广告（button）。按钮广告类
9、似于）。按钮广告类似于旗帜广告和标志广告（旗帜广告和标志广告（logo），尺寸偏小，），尺寸偏小，表现手法较简单。但经常表现为不同的图形表现手法较简单。但经常表现为不同的图形某网站的一个按钮广告某网站的一个按钮广告http:/ 在广告商的网页上嵌插广告条，大体相当于传统的报栏在广告商的网页上嵌插广告条，大体相当于传统的报栏广告或电视插播广告，但比前二者形式更为灵活，效果也广告或电视插播广告，但比前二者形式更为灵活，效果也远较前二者显著。做嵌入式广告重要的是选择好网页，这远较前二者显著。做嵌入式广告重要的是选择好网页，这种方式特别适合于企业新产品和广告，往往会收到意想不种方式特别适合于企业新产品
10、和广告，往往会收到意想不到的广告效应，就目前的情况看，与到的广告效应，就目前的情况看，与IT业有关的产品采用业有关的产品采用此种方式效果似乎更为显著。此种方式效果似乎更为显著。2023-1-27 移动广告移动广告n移动广告（移动广告（Mobile），是一种可以在屏幕上移动的小型），是一种可以在屏幕上移动的小型图片广告，当用户用鼠标点击该图片时，移动广告会自图片广告，当用户用鼠标点击该图片时，移动广告会自动扩大来展示广告版面。动扩大来展示广告版面。移动广告新浪首页的移动广告新浪首页的移动广告2023-1-27搜狐首页的弹出式广告2023-1-27全屏广告全屏广告（6）游戏广告。广告游戏是利用互动
11、游戏技术将嵌）游戏广告。广告游戏是利用互动游戏技术将嵌入其中的广告信息传达给受众的广告形式。（参入其中的广告信息传达给受众的广告形式。（参见下图）。见下图）。Jack Daniel公司的一个公司的一个3D游戏广告游戏广告 邮件列表广告（邮件列表广告（DirectMarketing）“直邮广告直邮广告”，利用网站电子刊物服务中的，利用网站电子刊物服务中的 电子电子邮件列表，将广告加在每天读者所订阅的刊物中邮件列表，将广告加在每天读者所订阅的刊物中发放给相应的邮箱所属人。发放给相应的邮箱所属人。n电子邮件式广告（电子邮件式广告（EMail）广告形式）广告形式以以Banner为主，广告体现在拥有免费
12、为主，广告体现在拥有免费电子邮件服务的网站上，广告会出现电子邮件服务的网站上，广告会出现在个人邮箱的主页上。在个人邮箱的主页上。2023-1-27 巨型广告巨型广告n巨型广告（巨型广告（Huge）一般要占屏幕显示的）一般要占屏幕显示的1/3空间，版面增空间，版面增大后，可以增加广告显示的信息，形式也更多样化，可以大后，可以增加广告显示的信息，形式也更多样化，可以吸引访问者更多的注意力。吸引访问者更多的注意力。网络媒体网络媒体 新华网新华网 MSN MSN 人民网人民网 中华网中华网 中青在线中青在线窄告窄告通栏广告通栏广告CCTVCCTVCCTV2023-1-27Why Internet ad
13、vertising?nAds can be updated any time with a minimal cost;making them timely and very accuratenAds reach very large number of potential buyers all over the worldnOnline ads are much cheaper in comparison to television,newspaper,or radio ads nTelevision viewers are migrating to the Internet,3/4 of P
14、C users gave up some television time,Web TV and Internet radio are attracting more people2023-1-27nWeb ads effectively use text,audio,graphics,and animationnWell educated,high-income Internet users are a desired target for advertisersnAds easily combine games,entertainment,and promotionsnWeb ads can
15、 be interactive and targetednThe use of the Internet is growing very rapidly2023-1-27Web AdvertisementnInternet vs.Traditional methodsnCombining advertising medianInternet is the fastest growing medium in history2023-1-27Web Advertisement(cont.)nObjectives and growth of Internet advertisementpersuad
16、e customers to buy a certain product or servicenTargeted Advertisement(one-to-one)nCustomize ads to fit individualsnCan be expensive as well as rewardingnGain cost effectiveness by targeting groups(based on segmentation)2023-1-27Targeted Advertisement(one-to-one)nThe DoubleClick(DC)Approach3M,wants
17、to advertise its$10,000 multimedia projectorsnDC monitors people browsing the Web sites of cooperating companiesnMatches them against a databasenFinds those people working for advertising agencies or using Unix system(potential buyers)2023-1-27Targeted Advertisement(one-to-one)nThe Double Click(DC)A
18、pproach for 3M Corp.(cont.)nBuilds a dossier on you,your spending,and your computing habits using a cookienPrepares an ad for 3M projectors targeted for people whose profile matches what is needed for 3MnDoubleClick shares revenue with cooperating partners2023-1-27nPros of Internet AdvertisementnInt
19、ernet advertisements are accessed on demand 24 hours a day,365 days a year,and costs are the same regardless of audience locationnAccessed primarily because of interest in the content,so market segmentation opportunity is largeWeb Advertisement(cont.)2023-1-27Web Advertisement(cont.)nPros of Interne
20、t Advertisement(cont.)nOpportunity to create one-to-one direct marketing relationship with the consumernMultimedia will increasingly make Web sites more attractive and compelling2023-1-27Advertisement Methods nBanner:On a Web page,a graphic advertising display linked to the advertisers Web pagenKeyw
21、ord banners:Banner ads that appear when a predetermined word is queried from a search enginenRandom banners:Banner ads that appear at random,not as the result of the viewers action2023-1-27Banner AdsnBenefits of banner adsnusers are transferred to an advertisers site,and frequently directly to the s
22、hopping page of that sitenthe ability to customize some of them to the targeted individual surfer or market segment of surfers“forced advertising”nbanners may include attention-grabbing multimedia2023-1-27Banner AdsnLimitations of banner adsnHigh cost of placing ads on high-volume sitesnLimited amou
23、nt of information can be placed on the bannernClick ratio:ratio between the number of clicks on a banner ad and the number of times it is seen by viewers;measures the success of a banner in attracting visitors to click on the ad2023-1-27Banner Ads(cont.)nBanner swapping:An agreement between two comp
24、anies to each display the others banner ad on its Web sitenBanner exchanges:Markets in which companies can trade or exchange placement of banner ads on each others Web sites2023-1-27Advertising Methods(cont.)nE-mail advertisingnmailing lists via e-mailnadvantagesnlow cost nthe ability to reach a wid
25、e variety of targeted audiencesninformation on how to create a mailing list,consult (the service is free),or 2023-1-27nE-mailnSeveral million users may be reached directlynPurchase e-mail addressesnSend the company information(low cost)nA wide variety of audiences(customer database)nTarget a group o
26、f people that you know something aboutnProblems:nJunk mail and Spamming Advertisement Methods(cont.)2023-1-27Unsolicited Electronic AdsnUCE(unsolicited commercial e-mail)nSpamming:Using e-mail to send unwanted ads(sometimes floods of ads)nWhat drives UCE?80 percent of spammers are just trying to get
27、 peoples financial informationcredit card or bank account numbersto defraud them2023-1-27Unsolicited Electronic Ads(cont.)nWhy is it difficult to control spamming?nspammers send millions of e-mails,shifting Internet accounts to avoid detectionnuse cloaking,they strip away clues(name and address)abou
28、t where spam originatesnserver substitutes fake addressesnmany spam messages are sent undetected through unregulated Asian e-mail routes2023-1-27Unsolicited Electronic Ads(cont.)nSolutions to spammingnantispam legislation is underway in many countriesnISPs and e-mail providers(Yahoo,MSN,AOL)njunk-ma
29、il filters nautomatic junk-mail deleters nblockers of certain URLs and e-mail addressesnSpam-filtering site for a country2023-1-27Advertisement StrategiesnInternet-based Ad DesignnVisually appealingnTargeted to specific groups or to individual consumersnEmphasize brands and a firms imagenPart of an
30、overall marketing strategynSeamlessly linked with the ordering process2023-1-27Advertisement Strategies(cont.)nInternet-based ad design:important factorsnPage-loading speednGraphics and tablessimple,meaningful,and match standard monitorsnThumbnail(icon,graphs)are usefulnBusiness contentnClear and co
31、ncise text with compelling page title and header textnMinimal amount of information requested for registration2023-1-27Advertisement Strategies(cont.)nInternet-based Ad Design:Important Factors(cont.)nNavigation efficiency and compatibilitynLinkswell-labeled,accurate,meaningful nSitecompatible with
32、browsers,software,etc.nMarketing Customer FocusnClear terms/conditions of the purchasesdelivery information,return policy,etc.nConfirmation page after a purchase2023-1-27Advertisement Strategies(cont.)nPull(Passive)StrategynEffective site provides helpful and attractive contents and displaynEffectiv
33、e and economical way to advertise,unidentified potential customers worldwidenAdvertising Worldnon-commercial site that guides the process of finding customers requestsnYahooportal search engine site regarded as effective aid for advertisement2023-1-27Advertisement Strategies(cont.)nPush(Active)Strat
34、egynSending e-mails to relevant peoplenObtaining mailing listprocess of identifying target customersnMailing list generationuses agent technology,cookies,and questionnaires(filled out by customer)2023-1-27Implementing the StrategiesnCustomized ad strategynFiltering the irrelevant information by prov
35、iding customized adsnCustomized ads in WebcastingnPersonalized news and information by categorynUsers select specific categories they want to receive2023-1-27Implementing the StrategiesnComparisons as medium for advertisementnCustomer compares alternative products and servicesnFinds the least expens
36、ive place to purchase the itemnUses the comparison site that lists vendors and their prices for the product2023-1-27Push TechnologynBenefitsnRequested information they delivered automatically to their desktop via Web technology and the InternetnDecreases the number of hours used to search the Web202
37、3-1-27Push Technology(cont.)nPointcastingmass customization of informationnPre-specification profilenSelect appropriate contentnDownload selectionn4 types of push technologynSelf-service deliverynAggregated deliverynMediated deliverynDirect delivery2023-1-27nPush on the IntranetnCompanies set up the
38、ir own channels to pointcast important internal information to:ntheir own employees(on intranets)ntheir supply chain partners(on extranets)nThe Future of Push TechnologynDrawback:the bandwidth requirements are largenExperts prediction:the technology will never flyPush Technology(cont.)Effectiveness
39、and Pricing of AdvertisementnExposure ModelsnMultiple of number of guaranteed ad viewsnNumber of hitsnClick-ThroughnNumber of times customers click on bannernOnly effective for large corporationsnInteractivitynBased on how customer interacts with the ad viewnHow much time was spent viewing the adnAc
40、tual PurchasenReferral fee based on customers moving to ad site to make a purchase Methods for measuring advertisement effectiveness,conducting cost benefit analyses,pricing ads2023-1-27Economics of AdvertisingnPricing of advertisingnPricing based on ad views,using CPMnPricing based on click-through
41、nPayment based on interactivitynPayment based on actual purchase:affiliate programs2023-1-27Economics of Advertising(cont.)nAdvertising as a revenue modelnmany dot-com failures were caused by using advertising income as the major or the only revenue source2023-1-27Special Advertisement TopicsnHow mu
42、ch to advertisenPermission advertisementnMeasuring,auditing,and analyzing Web trafficnSelf-monitoring of trafficnInternet ad standardsnLocalizationnInternet radio for localization2023-1-27Special Advertising TopicsnPermission advertising(permission marketing):Advertising(marketing)strategy in which
43、customers agree to accept advertising and marketing materials2023-1-27Special Advertising Topics(cont.)nLocalization:The process of converting media products developed in one country to a form culturally and linguistically acceptable in countries outside the original target marketnInternet radio:A W
44、eb site that provides music,talk,and other entertainment,both live and stored,from a variety of radio stations2023-1-27Special Advertising Topics(cont.)nWireless advertising:content is changed based on the location2023-1-27Managerial IssuesnMake vs.buynFinding the most visited sitesnCompany research
45、nCommitment to Web advertising and coordination with traditional advertisement2023-1-27Managerial Issues(cont.)nIntegrated marketing campaignsnEthical IssuesnIntegrating advertisement with ordering and other business processesnContent is critical2023-1-27Exercises1、了解因特网广告中的术语、了解因特网广告中的术语(ad views,b
46、anner,button,click,click ratio,cookie,cpm,hit,impression,reach,visit)2、网络广告的类型有哪些？、网络广告的类型有哪些？3、网络广告与传统广告的比较、网络广告与传统广告的比较4、网络广告定价的方法有哪些、网络广告定价的方法有哪些电 子商 务2023-1-27本章结束本章结束35、功与失每个人都有一不的理想，这种理想决定着他的努力判断的方向。就在这个意义上，我从来不把安逸和享乐看做是生活目的的本身功与失每个人都有一不的理想，这种理想决定着他的努力判断的方向。就在这个意义上，我从来不把安逸和享乐看做是生活目的的本身-这种基础，我叫
47、它猪栏的理想。照亮我的道路，并且不断地给我新的勇气去愉快地正视生活的理想，是善、美、真。这种基础，我叫它猪栏的理想。照亮我的道路，并且不断地给我新的勇气去愉快地正视生活的理想，是善、美、真。-爱因斯坦（美国）无论何时，不管怎样，我也绝不允许自己有一点灰心丧气。爱因斯坦（美国）无论何时，不管怎样，我也绝不允许自己有一点灰心丧气。-爱迪生（美国）爱迪生（美国）对我来说，信念意味着不担心。对我来说，信念意味着不担心。-杜威（美国）杜威（美国）希望贯穿一切，临死也不会抛弃我们。希望贯穿一切，临死也不会抛弃我们。-波普（美国）波普（美国）希望永远在人的胸膛汹涌。人要经常感觉不是现在幸福，而是就要幸福了。
48、希望永远在人的胸膛汹涌。人要经常感觉不是现在幸福，而是就要幸福了。-波普（美国）波普（美国）毫无理想而又优柔寡断是一种可悲的心理。毫无理想而又优柔寡断是一种可悲的心理。-培根（英国败的岭，可以用这五个字来表达培根（英国败的岭，可以用这五个字来表达-我没有时间。我没有时间。-富兰克林（美国）富兰克林（美国）马云语：今天很残酷，明天更残酷，后天会很美好，但绝大多数人都死在明天晚上。马云语：今天很残酷，明天更残酷，后天会很美好，但绝大多数人都死在明天晚上。马云语：今天很残酷，明天更残酷，后天会很美好，但绝大多数人都死在明天晚上。马云语：今天很残酷，明天更残酷，后天会很美好，但绝大多数人都死在明天晚上
49、。想要有空余时间，就不要浪费时间。想要有空余时间，就不要浪费时间。-富兰克林（美国）富兰克林（美国）忽视当前一刹那的人，等于虚掷了他所有的一切。忽视当前一刹那的人，等于虚掷了他所有的一切。-富兰克林（美国）富兰克林（美国）时间不可空过，惟用之于有益的工作；一切无益的行动，应该完全制止。时间不可空过，惟用之于有益的工作；一切无益的行动，应该完全制止。-富兰克林（美国）富兰克林（美国）如果说时间是最宝贵的东西，那么浪费时间就是最大的挥霍如果说时间是最宝贵的东西，那么浪费时间就是最大的挥霍你热爱生命吗？那么别浪费时间，也别和不值得交往的人来往你热爱生命吗？那么别浪费时间，也别和不值得交往的人来往.陈帅佛语陈帅佛语懒鬼起来吧！别再浪费时间，将来在坟墓内有足够的时间让你睡的。懒鬼起来吧！别再浪费时间，将来在坟墓内有足够的时间让你睡的。-富兰克林（美国）富兰克林（美国）人生太短暂了，事情是这样的多，能不兼程而进吗？人生太短暂了，事情是这样的多，能不兼程而进吗？-爱迪生（美国）真正的敏捷是一件很有价值的事。因为时间是衡量事业的标准，一如金钱是衡量货物的标准；所在在做事爱迪生（美国）真正的敏捷是一件很有价值的事。因为时间是衡量事业的标准，一如金钱是衡量货物的标准；所在在做事我有两个忠实的助手，企业在市场竞争中输赢的关键在于其核心竞争力的强弱，而实现核心竞争力更新的惟一途径就是创新。一项权威的调查
