网络广告：不同的传媒形式[外文翻译]

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1、毕业论文（设计）外文翻译一、外文原文标题：InternetAdvertising:TheMediumistheDifference原文：IntroductionInternetadvertisingisgrowingatanimpressiverate.ArecentreportbyPriceWaterhouse-Coopersestimates1998onlineadrevenuesat$1.92billion,morethantwicethoseof1997.Byyear2000,ithasbeenpr

2、ojectedthatadrevenueswillgrowtoalevelof$4.3billion(IAB,1998).Thisspectaculargrowthcomesasnosurpriseifoneconsidersthatontheonehand,advertisersarealwayslookingfornewwaystoreachtheirtargetaudience,andontheotherhand,websiteoperatorsarealwayslookingfornewsource

3、sofrevenuestofinancetheirever-mountingoperatingcosts.Indeed,inordertotakefulladvantageofthepotentialofInternetadvertising,andtoavoiditspitfalls,oneneedstorethinktheconsumermediuminteractionasitappliestoInternetadvertising.Inthisarticle,weshowhowtheunderlyi

4、ngfull-duplexnetworkedorganizationoftheInternettransformsthetraditionalone-wayrelationshipbetweenadvertisersandconsumersthatisinherentinstandardadvertising.OntheInternet,contentproviderstakeonrolesofbothconduitsandinteractionenablersinatwo-wayinteractionwi

5、thprospectiveconsumers.Thisnewmodelprofoundlyaffectstherelationshipbetweeneachplayer.Consumersnowinteractwithbothcontentprovidersandadvertisers.Contentprovidersarenotresponsibleforadvertisementfulfillmentanymore.Italsoaffectshowcontentprovidersarecompensat

6、edfortheirservices.Asconduits,theircompensationschemewassimple.Asrelationshipcreators,theirvalueishardertoassess.leastonce),GrossRatingPoints(GRP=ReachxFrequency),andsomedemographicinformationaboutthereachedaudience.Theinformationreportedtoadvertisersisgen

7、eratedthroughsurveysorpanelsofconsumersthatmeasureaudienceviewing,orlistening,patterns.Forexample,intheTVindustry,PeoplemeterdevicesareusedtomonitorTVviewingpatterns(i.e.,whetheraTVsetisonoroffandwhatprogram,ifanyistunedatagivenpointintime),andconsequently

8、audienceviewinghabits,forarepresentativesampleofhouseholds.However,forthetelevisionmedium,contentprovidershaveimperfectinformationabouttheiraudiences.Thisisbecausemarketingresearchfirmsaremerelyabletomonitort