网络广告特点以及策略研究[外文翻译]

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1、thecharacteristicoftheInternetadvertisingandstrategyalignment原文：IntroductionTheInternethashadaprofoundimpactonstrategicthinkingbecauseofitsabilitytochangeorganizationalcoststructuresandaltercommunicationpatternswithcustomers.WhiletheInternetisnotastrategyinitself(Porter,2001)

2、,ithasbecomeanimportantconsiderationwhenfashioningstrategy.OneapplicationoftheInternet,theweb,hasparticularimplicationsforthestrategiesofglobalbusinessesbecausewebsitesareaccessiblebyanyonewhohasawebbrowser,irrespectiveoflocation.AdvantagesofAdvertisingontheInternetInternetha

3、sbecomeamajorandeffectivemediumforadvertisingandithasbepredictedthattheonlineadvertisingandmarketingis soongoingtoreplacetheadvertisingthroughtraditionalmediassuchastelevision,radio,newspaperandmagazines.Furthermore，thereare10advantagesofonlineadvertising(notinthatorder)whenc

4、omparedwiththetraditionalofflineadvertising.1)WiderCoverageTheonlineadvertisinggivesyouradsamorewidercoverageandthisgloballywidercoveragehelpsinmakingyouradvertisementsreachmoreaudiences,whichmayultimatelyhelpyouingettingbetterresultsthroughyouronlineadvertisingcampaign.2）Tar

5、getedAudiencesWhencomparedwithofflineadvertising,onlineadvertisingalwayshelpsyoutoreachthetargetedaudienceandthishelpsinmakingyourcampaignmoreprofitableandgettingmorerelevantleads.3)AffordableAnothermainadvantageofonlineadvertisingormarketingisthemuchaffordablepricewhencompar

6、edwiththetraditionaladvertisingcosts.Withamuchlessercostyoucanadvertiseonthenetforawiderrangeofaudienceandgeographicallocations.4)EasytoTrackandMeasureConversionMeasurabilityandeasinesstotracktheconversionmakesonlineadvertisingmilesaheadonthetraditionaladvertisingmethods.Alot

7、ofeffectiveanalyticstoolsareavailabletomeasureonlineadvertisingcampaignswhichhelpsinmoreimprovisationoftheads.5)SpeedOnlineadvertisingismuchfasterthanofflineadvertisingandyoucanstartsendingoutyouradstoawideraudience,themomentyoustartyouradvertisingcampaign.6)InformativeInonli

8、neadvertising,theadvertiserisabletoconveymoredetailsabouttheadvertis