网络广告特点以及策略研究[外文翻译]

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1、thecharacteristicoftheInternetadvertisingandstrategyalignment原文：IntroductionTheInternethashadaprofoundimpactonstrategicthinkingbecauseofitsabilitytochangeorganizationalcoststmcturesandaltercommunicationpatternswithcustomers.WhiletheInternetisnotastrateg

2、yinitself(Porter,2001),ithasbecomeanimportantconsiderationwhenfashioningstrategy.OneapplicationoftheInternet,theweb,hasparticularimplicationsforthestrategiesofglobalbusinessesbecausewebsitesareaccessiblebyanyonewhohasawebbrowser,irrespectiveoflocation.A

3、dvantagesofAdvertisingontheInternetInternethasbecomeamajorandeffectivemediumforadvertisingandithasbepredictedthattheonlineadvertisingandmarketingissoongoingtoreplacetheadvertisingthroughtraditionalmediassuchastelevision,radio,newspaperandmagazines.Furth

4、ermore,thereare10advantagesofonlineadvertising(notinthatorder)whencomparedwiththetraditionalofflineadvertising.1)WiderCoverageTheonlineadvertisinggivesyouradsamorewidercoverageandthisgloballywidercoveragehelpsinmakingyouradvertisementsreachmoreaudiences

5、,whichmayultimatelyhelpyouingettingbetterresultsthroughyouronlineadvertisingcampaign.2)TargetedAudiencesWhencomparedwithofflineadvertising,onlineadvertisingalwayshelpsyoutoreachthetargetedaudienceandthishelpsinmakingyourcampaignmoreprofitableandgettingm

6、orerelevantleads.3)AffordableAnothermainadvantageofonlineadvertisingormarketingisthemuchaffordablepricewhencomparedwiththetraditionaladvertisingcosts.Withamuchlessercostyoucanadvertiseonthenetforawiderrangeofaudienceandgeographicallocations.4)EasytoTrac

7、kandMeasureConversionMeasurabilityandeasinesstotracktheconversionmakesonlineadvertisingmilesaheadonthetraditionaladvertisingmethods.Alotofeffectiveanalyticstoolsareavailabletomeasureonlineadvertisingcampaignswhichhelpsinmoreimprovisationoftheads.1)Speed

8、Onlineadvertisingismuchfasterthanofflineadvertisingandyoucanstartsendingoutyouradstoawideraudience,themomentyoustartyouradvertisingcampaign.2)Informativelnonlineadvertising,theadvertiserisabletoconveymoredetailsabouttheadvertisem