外文翻譯--網絡廣告特點以及策略研究

1、<p>　　the characteristic of the Internet advertising and strategy alignment</p><p><b>　　原文：</b></p><p>　　Introduction</p><p>　　The Internet has had a profound impac

2、t on strategic thinking because of its ability to change organizational cost structures and alter communication patterns with customers. While the Internet is not a strategy in itself (Porter, 2001), it has become an imp

3、ortant consideration when fashioning strategy. One application of the Internet, the web, has particular implications for the strategies of global businesses because web sites are accessible by anyone who has a web browse

4、r, irrespective of loca</p><p>　　Advantages of Advertising on the Internet</p><p>　　Internet has become a major and effective medium for advertising and it has be predicted that the online adver

5、tising and marketing is  soon going to replace the advertising through traditional medias such as television, radio, newspaper and magazines. Furthermore，there are 10 advantages of online advertising (not in that or

6、der) when compared with the traditional offline advertising.1) Wider Coverage The online advertising gives your ads a more wider coverage and this globally wider coverage hel</p><p>　　2）Targeted AudiencesWh

7、en compared with offline advertising, online advertising always helps you to reach the targeted audience and this helps in making your campaign more profitable and getting more relevant leads.</p><p>　　3) Af

8、fordable Another main advantage of online advertising or marketing is the much affordable price when compared with the traditional advertising costs. With a much lesser cost you can advertise on the net for a wider range

9、 of audience and geographical locations.</p><p>　　4) Easy to Track and Measure Conversion Measurability and easiness to track the conversion makes online advertising miles ahead on the traditional advertisin

10、g methods. A lot of effective analytics tools are available to measure online advertising campaigns which helps in more improvisation of the ads.</p><p>　　5) SpeedOnline advertising is much faster than offli

11、ne advertising and you can start sending out your ads to a wider audience, the moment you start your advertising campaign.</p><p>　　6) InformativeIn online advertising, the advertiser is able to convey more

12、details about the advertisement to the audience and that too at relatively low cost. Most of the online advertising campaigns are composed of a clickable link to a specific landing page, where users get more information

13、about the product mentioned in the ad.</p><p>　　7) Flexible Payment Payment flexibility is another added advantage of online advertising and marketing. In offline advertising you need to pay the full amount

14、to the advertising agency irrespective of the results. But in online advertising there is the flexibility of paying for only qualified leads, clicks or impressions.</p><p>　　8) Better ROI Since online advert

15、ising is mainly focused on performance based payment, you ROI is sure to be far better when compared with offline advertising.</p><p>　　9) Easy Audience EngagementOnline advertisement makes is easy for the a

16、udience to engage with your ads or products. As an advertiser we would be able to get more feedback from the audience and thereby improve the quality of our ads going forward.</p><p>　　10) Better BrandingAny

17、 form of advertising helps in improving the branding and online advertising stands a notch high in improving the branding of your company, service or product.</p><p><b>　　Strategy</b></p>

18、<p>　　Advertising is one of the main approaches firms employ to manage demand risk by raising awareness of their products. In the mid-1990s, the Internet emerged as a new tool for reaching consumers, and it now prov

19、ides a variety of technologies (e.g. the web and e-mail) for influencing opinions and wants. Indeed, Internet technologies and marketing objectives can be interlaced to increase the effectiveness of a firm’s consumer dir

20、ected communications (Watson et al., 2000). Thus, an Internet advertisi</p><p>　　Much of the attention related to Internet advertising has focused on the placement of advertisements on third-party web sites

21、where the market is estimated to be $9.7 billion, about three percent of total advertising (Green and Elgin, 2001). However, this approach ignores a company’s use of its web site to advertise its products. For many firms

22、, the web site has become a major venue for communicating with, and influencing,customers. In many cases, it is the defining image of the firm because it </p><p>　　The global nature of the Internet is a high

23、ly pertinent and unique element of this channel that has a particular influence on advertising strategy. No other advertising medium (e.g. television, radio, newspaper) is unreservedly global. A firm’s web site is automa

24、tically visible to all customers with web access no matter where they are located. It can influence consumers everywhere, whether or not the firm so intends. Hence, global firms should explicitly examine the relationship

25、 between their co</p><p>　　Discussion</p><p>　　The goal of advertising is to deliver messages that positively influence current or prospective customers. Given that advertising has such an influ

26、ence on customers, corporations spend considerable time and funds creating and placing advertisements. As such, US advertising expenditure is around $320 billion (Green and Elgin, 2001). Large corporations, in particular

27、, take care to build brands that are recognizable throughout the world. However, it would appear that many firms have not fully reali</p><p>　　First, it could be that the corporate web site is not seen as pa

28、rt of a corporation’s overall advertising strategy. It may not be perceived of as a key channel for reaching customers, because internal advertising executives are still fixated on traditional channels and advertising lo

29、gic. Thus, these executives might think of Internet advertising as placing banner ads on high-traffic web portals (e.g. Yahoo!) and do not</p><p>　　think of advertising on their corporate web site. Given tha

30、t many customers are now conditioned to go to corporate web sites to learn about products and service, this would be a serious oversight. </p><p>　　Second, corporations might not have had the time or resourc

31、es to align their corporate and Internet advertising strategies. The introduction of Internet technology into most corporations has required a tremendous reallocation of resources to create an Internet advertising strate

32、gy Internet presence, firm intranet, and partnership extranets. The scarcity of Internet skills, particularly before the dot.com flameout, meant that many initiatives had to be delayed and web sites are incomplete[2]. So

33、,</p><p>　　Third, some firms might have decided that the corporate web site does not have enough impact on its customer base to justify an integrated Internet advertising strategy. HSBC, for example, possibl

34、y recognizes that corporate customers are not greatly influenced by either its global or relevant local web site. Banking, especially at the corporate level, has a strong personal relationship element and a web site has

35、little persuasive impact.</p><p>　　Conclusion</p><p>　　When firms realize that their web site can be a significant medium for interacting with present and prospective customers, they should also

36、 recognize that Internet advertising is an integral element of corporate advertising strategy. A direct consequence of this acknowledgment should be the realization that a firm’s collection of web sites must reflect corp

37、orate goals. The need for functional areas to align with corporate goals is well established. In particular, multinationals, which arguably f</p><p>　　Our research has certain limitations. First, the subject

38、ive process that we relied on to assess each web site’s strategy forced us to disregard 25 percent of the cases in our initial sample. This percentage is relatively high, and more precise guidelines on classifying a stra

39、tegy might have increased the level of agreement. Of course, it might also be the case that a hybrid strategy led to a lack of agreement among the judges.</p><p>　　Also, it is possible that an organization’s

40、 country of origin might have influenced its web site design. Similarly, an organization’s product line (or type of service offered) may have an impact on the design of its web site. Both of these factors (cultural origi

41、n and type of product/service) have been acknowledged as important in prior literature (e.g. Simeon, 1999; Okazaki and Rivas, 2002), and should thus be considered in future research, which would also require larger sampl

42、es in order to co</p><p>　　The larger issue, which we may well address in future work, is whether alignment of corporate and Internet advertising strategies leads to superior performance. This is the overarc

43、hing question that research on the alignment of these two strategies should ultimately address. We believe that our initial work lays a foundation for addressing this fundamental question.</p><p>　　出處：Lucket

44、t, M.G. (1996), "The Internet for the rest of us: marketing on the World Wide Web", Journal of Consumer Marketing, Vol. 13 </p><p>　　標題：網絡廣告特點以及策略研究</p><p><b>　　譯文：</b><

45、/p><p>　　簡介 互聯網已經對改變組織的成本結構和與客戶溝通的方式以及戰(zhàn)略思維產生了深刻的影響。盡管互聯網本身并不是一個戰(zhàn)略（波特，2001），不過它已經成為一種與時俱進的公司策略的載體。互聯網上的廣告運用對企業(yè)來講具有至關重要的戰(zhàn)略意義，由于網絡廣告本身的特點，任何擁有網絡瀏覽器的人，都可以隨時隨地的訪問到網絡廣告，這種方式和他的地理位置無關。 網絡廣告的特點</p><p

46、>　　互聯網也已經成為一個重要和有效的媒介廣告，而且有學者預測，網絡廣告將會很快取代傳統(tǒng)廣告媒介(如電視，電臺，報紙，雜志)在企業(yè)營銷中的主導地位，此外，在于傳統(tǒng)廣告媒介的對比中，網絡廣告至少有以下十種優(yōu)勢。</p><p>　　1） 廣覆蓋：更廣泛的覆蓋范圍和更廣泛的覆蓋面甚至全球范圍內更廣泛的覆蓋范圍，這種廣泛的覆蓋面可以幫助企業(yè)獲得更多的消費者，并且通過網絡廣告競爭可以獲得更好的結果。</p&g

47、t;<p>　　2） 目標群體：相比傳統(tǒng)廣告形式，網絡廣告可以及時的到達潛在消費者的視野范圍，并且可以使公司在競爭中處于優(yōu)勢地位。</p><p>　　3） 可擔負：與傳統(tǒng)廣告形式相比，網絡廣告的一個明顯的優(yōu)勢就是其低廉的費用，從而公司可以擔負的起，并且可以通過相對低廉的成本通過網絡廣告來覆蓋更多的甚至全球范圍內的潛在消費者。</p><p>　　4） 方便測量和跟蹤：網絡廣

48、告領先于傳統(tǒng)廣告形式的表現還有易于跟蹤和可測量性，有很多有效地工具可以用來測量網絡廣告的運用效率，并且其還具有創(chuàng)新性，可以幫助很多即興創(chuàng)作的廣告。</p><p>　　5） 效率：網絡廣告不是離線的廣告，相比傳統(tǒng)廣告，網絡廣告可以更迅捷的方式向潛在消費者發(fā)送更多的廣告。</p><p>　　6） 信息： 網絡在線廣告可以以低廉的成本傳輸更多的信息，網絡廣告的個性還有廣告商可以根據消費者群體

49、的地理位置來制定一個由單擊鏈接組成的登陸頁面。</p><p>　　7） 靈活性：靈活性是網絡廣告在市場營銷戰(zhàn)略中的另一個優(yōu)點。并且對比傳統(tǒng)廣告，企業(yè)在支付廣告費用時，不比向傳統(tǒng)廣告一樣支付全額，網絡廣告的支付方式靈活多變，有些只是限定觀眾點擊數。</p><p>　　8） 更好的投資回報：由于網絡廣告主要是基于性能效果來付款，所以企業(yè)可以獲得良好的投資回報。</p><

50、;p>　　9） 方便消費者參與：方便消費者進行網絡互動，并且容易和潛在消費者接觸，而且還可以獲得更多的反饋從而適時的改善企業(yè)的廣告。</p><p>　　10) 更好的提升品牌：更好地幫助公司來提高品牌以及公司的服務或產品。</p><p><b>　　策略</b></p><p>　　廣告曾作為企業(yè)用來管理風險和提高產品意識的主要途徑，

51、在90年代中期，互聯網出現，并開始作為一種新的工具來接觸消費者，它提供了一系列的技術（如Web和電子郵件）來影響消費者的選擇和購買決策，事實上，互聯網技術和營銷目標的結合可以更好的實現企業(yè)和消費者的聯系（Watson等。2000）。因此，互聯網廣告的策略是創(chuàng)造，廣告安置，以及將要閱讀的電子訊息的分布，并且廣告商通過網絡廣告是想要影響它們的潛在消費者。創(chuàng)造，以及考慮到傳統(tǒng)的廣告因素（如信息交流），也必須接受互聯網技術（如Flash和MP3

52、）來影響潛在消費者。當放置網絡廣告的時候，廣告商必須考慮使用媒介（例如電子郵件或網頁形式），如果選擇網頁形式，就必須考慮網絡廣告放置在網頁的什么地方會產生最大的影響。（Loiaconoet，2001）。 有關互聯網廣告的注意力都集中在對第三方網站的價值約97億美元的廣告，這個價值大約占到所有廣告費用的3%（格林和埃爾金，2001年）。然而，這種方法忽略了公司使用其網站宣傳其產品。對于許多公司而言，使用網絡廣告已經成為一個主要的廣

53、告方式來溝通和影響客戶，在許多情況下，它是該公司的標志性形象，因為它</p><p>　　網絡廣告具有全球性，這種特殊性決定了它的策略的特殊性，相比其他的廣告媒介（例如電視，電臺，報紙）這種全球性是它最大的優(yōu)勢，無論客戶在哪里，只要有網絡接入口，公司的網站就自動的現實給所有的客戶，它對消費者的影響無處不在，這種超強度的覆蓋面可以大大超過企業(yè)的想象。因此，企業(yè)應該明確企業(yè)戰(zhàn)略和網絡廣告戰(zhàn)略的關系，因為大多數的客戶希

54、望兩者之間的聯系，客戶不希望打開一個空洞的網絡空白廣告，若產生一種心理上的失調，就表明企業(yè)網絡廣告存在問題。使用公司網站作為網絡廣告載體的時候，重要的是把握好網絡廣策略。 討論 廣告的目的是提供有積極影響的消息傳遞給現有或潛在客戶。由于網絡廣告有這樣的一個影響，公司才花費大量得時間和資金來創(chuàng)建和刊登廣告。因此，美國網絡廣告開支約為3200億美元（格林和埃爾金，2001），網絡廣告費用支出在大公司，特別是注意建立國際知名品

55、牌的公司中尤為突出。然而，許多企業(yè)還沒有充分認識到網絡廣告的潛力。對于調查中有三分之二的公司，沒有企業(yè)和互聯網廣告策略的完美協(xié)調，這可能是由于以下幾種原因。</p><p>　　首先，網絡廣告可能僅僅最為企業(yè)網站的一部分而不是企業(yè)整體廣告策略的一部分，并且它可能不會被認為是一個接觸潛在客戶的重要渠道，因為內部廣告管理人員仍然是傳統(tǒng)的廣告渠道主導組成部分，這些人員可能會認為互聯網廣告放置在高流量的網絡門戶網站（如雅

56、虎）比較好，從而不會去考慮放置在公司網站上。鑒于許多客戶現在有條件選擇去公司網站了解產品和服務，這將是一個嚴重的疏忽。 </p><p>　　其次，企業(yè)可能沒有時間或資源來調整其網絡廣告策略?；ヂ摼W技術的引入需要大多數企業(yè)進行資源重新分配從而創(chuàng)造一個巨大的互聯網廣告戰(zhàn)略，因特網的存在于各種形式，企業(yè)內聯網，外聯網等。企業(yè)網絡廣告策劃以及技術人員的缺乏，意味著企業(yè)不能良好的運用網絡廣告達到宣傳其產品和服務的目

57、的，由此，企業(yè)互聯網技術的運用有著重要的作用，舉例來說，貝納通可能已經決定，鑒于和意大利北部的許多服裝制造商的關系，支持建立一個外部數據交換，這比僅僅在公司網站投入網絡廣告獲得更高的投資回報。</p><p>　　第三，在企業(yè)綜合性網絡廣告策略中，一些企業(yè)已經證明僅僅在公司網站上的廣告是無法深刻的影響潛在消費者的，例如.匯豐銀行，可能已經認識到，企業(yè)客戶不會深受其全球任何地方或相關網站的影響，銀行，特別是在企業(yè)層