外文翻譯---網(wǎng)絡(luò)廣告不同的傳媒形式

1、<p>　　畢業(yè)論文（設(shè)計）外文翻譯</p><p><b>　　一、外文原文</b></p><p>　　標(biāo)題：Internet Advertising: The Medium is the Difference</p><p><b>　　原文：</b></p><p>　　Intro

2、duction</p><p>　　Internet advertising is growing at an impressive rate. A recent report by Price Waterhouse-Coopers estimates 1998 online ad revenues at $1.92 billion, more than twice those of 1997. By year

3、2000, it has been projected that ad revenues will grow to a level of $ 4.3 billion (IAB, 1998). This spectacular growth comes as no surprise if one considers that on the one hand, advertisers are always looking for new w

4、ays to reach their target audience, and on the other hand, web site operators are always l</p><p>　　In this article, we show how the underlying full-duplex networked organization of the Internet transforms t

5、he traditional one-way relationship between advertisers and consumers that is inherent in standard advertising. On the Internet, content providers take on roles of both conduits and interaction enablers in a two-way inte

6、raction with prospective consumers. This new model profoundly affects the relationship between each player. Consumers now interact with both content providers and advertiser</p><p>　　The information reported

7、 to advertisers is generated through surveys or panels of</p><p>　　consumers that measure audience viewing, or listening, patterns. For example, in the TV industry, People meter devices are used to monitor T

8、V viewing patterns (i.e., whether a TV set is on or off and what program, if any is tuned at a given point in time), and consequently audience viewing habits, for a representative sample of households. However, for the t

9、elevision medium, content providers have imperfect information about their audiences. This is because marketing research firms are merely ab</p><p>　　very efficient in reaching mass markets. It requires a mi

10、nimum number of interactions and has been used for more than a century. It is very different from the request-based mode of information dissemination that occurs on the Internet. On the Internet, advertisers still contra

11、ct with content providers to insert advertisements within the programming offered to consumers. But from this point on, everything is different. First, content providers do not push their content on consumers at pre-esta

12、bli</p><p>　　broadcast the advertisements linearly along with their content. Rather they send their content to consumers with an instruction to retrieve the appropriate piece of advertisement directly from t

13、he advertiser. </p><p>　　Advantages of Advertising on the Internet</p><p>　　The multiplicity of interactions that come about by the modus operandi of the Internet creates a wealth of opportuniti

14、es for marketers (some have called the Internet the Holy Grail of marketers). </p><p>　　First of all, since consumers directly request the content they would like to access, it becomes easy (at least theoret

15、ically) to measure the size of the audience of a particular ad campaign. </p><p>　　Second, since consumers who subscribe to several different content providers displaying the same ad have to request the ad f

16、rom the advertisers themselves rather than from the content providers, it becomes potentially easy for the advertisers to measure the true frequency of exposure. </p><p>　　Third, because the advertiser only

17、serves the actual ad content at the time when the consumer is ready to consume it, advertisers don’t have to commit on the ad content until the last instant. This provides considerable opportunity for tailoring an advert

18、ising message to a particular prospective consumer. We now explore some of these opportunities.</p><p>　　Accurate measurement</p><p>　　Now that consumers and advertisers interact directly on the

19、 Internet, great improvements in quality of marketing research can be made by shifting from a survey-based to a census-based method of assessing advertising effectiveness. Figures 1 and 2 suggest the benefits of a census

20、based advertising tracking methodology. In figure 1, the advertiser reaches Consumer 1 through both Provider 1 and Provider 2. However, given the lack of consumer level data, all the advertiser knows is that Provider 1 a

21、n</p><p>　　Adaptive Advertising</p><p>　　First, it should be noted that ads from standard media come to prospective customers whereas prospective customers on the Internet medium come to ads. Fu

22、rthermore, in contrast to the mass, or segmented, marketing strategies that are afforded by standard media (e.g., a TV advertisers can focus their efforts on a given demographic or geographic segments), Internet advertis

23、ing creates the potential opportunity of micro-level marketing. This means that an Internet advertiser can specifically design </p><p>　　given individual only after the individual has exhibited a particular

24、type of behavior (e.g., has expressed a given level of interest in a particular product in view of his origin or previous clickstream history). As such an individual consumer who comes to an advertiser's site for the

25、 first time might be given advertising in the form of general product information. In contrast, a repeat visitor might be given more detailed product information in an effort to move him/her towards a product purch</p

26、><p>　　An advertiser also has the ability to tailor the ad campaign to the environment the</p><p>　　consumer is involved in at a particular moment. For instance, specific advertising messages can b

27、e tailored to specific search engine keywords. Thus, a particular key word (e.g., PC hardware) may be used to generate ads and for PC brands whereas a combination of key words (PC hardware and storage media) might be use

28、d to generate ads for CD-ROM, removable hard drives, or DVD drives.</p><p>　　Conclusion</p><p>　　To benefit from the unique Internet medium environment, advertisers and managers need to consider

29、 the idiosyncrasies of Internet advertising. A unique advantage of the Internet Medium is its bi-directional framework that incorporates two-way links between advertiser and prospective consumers. A beneficial byproduct

30、of this linkage is that customers can be targeted individually at the micro-consumer level. In addition, because of the interactivity afforded by the medium, the advertiser can tailor</p><p>　　can deliver ad

31、vertising messages to individual consumers and, at the same time, gather consumer information on a continuous basis as prospective consumers surf the publisher or advertiser's Web sites. The integration of the transa

32、ction function within the medium provides for a closing of the marketing-response loop which permits the potential development of appropriate advertising and marketing strategies that will best influence a prospective co

33、nsumer's purchase behavior.</p><p>　　Despite the promises of the Internet as an advertising medium, there are continuing challenges that make the effective implementation of advertising strategy difficul

34、t. Measurement problems exist due to lack of standardized advertising unit of measures, measurements, as well as difference in the tracking methodologies that are used by third party companies. Current measurement method

35、s typically have limited accuracy. It is generally not possible to provide measures of ad effectiveness on the Int</p><p>　　Because Internet advertising involves a partial allocation of bandwidth to advertis

36、ing messages, it is more difficult to draw a prospective consumer's attention to an ad on the Internet as it is shared with other contents including potentially competing ads on the same Web page. This suggests that

37、ad design and placement aspects may be of great importance to insure that a consumer will be drawn to the banner ad. This means that it is important for advertisers to gain a greater understanding abou</p><p&g

38、t;　　In sum, there are great opportunities for advertisers on the Internet. However, as was pointed out, considerable challenges still remain. Nevertheless, it is expected that the opportunities and promises of the Web wi

39、ll be realized as advertisers and researchers continue to gain a better understanding of the unique characteristics of the Web as a medium as well as the nature of consumer search and response behavior on the Web.</p&

40、gt;<p>　　出處：Xavier Drèze Fred Zufryden 【J】Markets and Culture, 2000 October 4, 1999</p><p><b>　　二、翻譯文章</b></p><p>　　標(biāo)題：網(wǎng)絡(luò)廣告：不同的傳媒形式</p><p><b>　　譯文：<

41、;/b></p><p><b>　　介紹</b></p><p>　　網(wǎng)絡(luò)廣告正在以驚人的速度增長，PriceWaterhouse-Coopers公司最近的一份報告估計1998年網(wǎng)絡(luò)廣告的收入達(dá)到1.92億美元，超過1997年的兩倍。據(jù)預(yù)測，到2000年，廣告收入將增長到43億美元。網(wǎng)絡(luò)廣告的高速增長如果僅僅考慮一方面的話，就是廣告商總是在尋找新的途徑來達(dá)到他

42、們的目標(biāo)觀眾。而另一方面，網(wǎng)站經(jīng)營者總是在尋找新的來源的收入，以資助他們永遠(yuǎn)增長的運營成本。事實上為了充分利用網(wǎng)絡(luò)廣告的潛力，并避免其缺陷，需要做的一方面就是重新考慮消費者中介互動，它適用于網(wǎng)絡(luò)廣告。</p><p>　　在這篇文章中，我們展示了網(wǎng)絡(luò)廣告如何徹底改變以往傳統(tǒng)廣告中廣告商和消費者之間的單向關(guān)系，而這種單向關(guān)系正是傳統(tǒng)廣告所固有的。在互聯(lián)網(wǎng)上，內(nèi)容提供商（泛指信息內(nèi)容建設(shè)方面的，網(wǎng)絡(luò)公司，廣告公司或?qū)?/p>

43、業(yè)建站公司）提供了兩種渠道，這為與消費者進(jìn)行雙向互動提供了有利條件。這種新模式深刻影響著廣告商和消費者，內(nèi)容提供商不再對廣告負(fù)責(zé)了，這也影響了內(nèi)容提供商對他們的服務(wù)得到補償。作為渠道，他們的補償方案很簡單。隨著關(guān)系的進(jìn)一步深化，他們的價值是難以評估的，總收視（總收視=點擊次數(shù)x頻率），以及一些目標(biāo)受眾的人口信息。</p><p>　　傳統(tǒng)廣告的信息上報是通過廣告客戶或小組的調(diào)查而產(chǎn)生的衡量觀眾觀看，或聆聽的圖案頻

44、率。例如，在電視業(yè)，儀表設(shè)備用于監(jiān)控電視觀看模式（即，無論電視是開啟或關(guān)閉，無論電視打開或關(guān)閉什么程序），因此一個觀眾的收看習(xí)慣可以作為一戶家庭的典型樣本。然而，在電視媒體，內(nèi)容供應(yīng)商和他們的觀眾信息不完全對稱。這是因為市場研究公司僅僅能夠監(jiān)視電視機，而不是實際的觀眾觀看模式的一個子集樣本的人口模式，因此，廣播檢測不能提供有關(guān)聽眾收聽哪個特定節(jié)目的完整信息。平面媒體如報紙和雜志，可以很容易的從他們所售賣的報紙和雜志的數(shù)量來估算他們目標(biāo)受

45、眾的消費者群體數(shù)量。然而，他們?nèi)匀粺o法準(zhǔn)確度量觀眾的特點，因為它們不容易掌握有關(guān)消費者購買是在報攤即時購買的還是訂閱的。廣告商->“內(nèi)容提供者>消費框架，而我們所謂的廣播，是一種很有效的達(dá)到大眾市場的方式，它對于與消費者互動幾乎沒有要求，并且這種方式延續(xù)了將近一個世紀(jì)。這種傳輸方式顯然與以信息傳播為基礎(chǔ)的網(wǎng)絡(luò)廣告是不同的。在網(wǎng)絡(luò)上，廣告商和內(nèi)容提供商簽訂合同，在向消費者提供的節(jié)目中插入廣告。但是，從這個角度上，一切都不同。首

46、先，內(nèi)容提供商不會及時向消費者提供他們的內(nèi)容，相反，</p><p><b>　　網(wǎng)絡(luò)廣告的優(yōu)勢</b></p><p>　　網(wǎng)絡(luò)互動形式的多樣性為市場者創(chuàng)造財富提供了一次機會，（有些人稱為互聯(lián)網(wǎng)上的營銷圣杯）。</p><p>　　首先，因為消費者直接要求他們想要接觸的內(nèi)容，這樣就使在特定的廣告競爭中衡量消費者類型變得更加容易（至少在理論上）

47、</p><p>　　其次，由于消費者訂閱到幾個不同的供應(yīng)商提供顯示相同內(nèi)容的廣告要求廣告要來自廣告商，而不是從供應(yīng)商提供的廣告，從而廣告商容易衡量暴露真實頻率。 第三，由于廣告商只會在消費者準(zhǔn)備消費時才提供實際的廣告內(nèi)容，廣告商不必承諾廣告內(nèi)容，直到最后時刻。這為把定制的廣告信息傳遞到特定的潛在消費者提供相當(dāng)多的機會。</p><p>　　我們現(xiàn)在探討這些機遇。</p&g

48、t;<p><b>　　精確度量</b></p><p>　　現(xiàn)在，消費者和廣告商在互聯(lián)網(wǎng)上直接互動，并且可通過轉(zhuǎn)變從以調(diào)查為基礎(chǔ)到以普查為基礎(chǔ)的評估網(wǎng)絡(luò)廣告效果的方法來改善市場調(diào)研質(zhì)量。圖1，圖2顯示了以普查為基礎(chǔ)的網(wǎng)絡(luò)廣告跟蹤方法的好處。</p><p>　　在圖1中，廣告商到達(dá)消費者1需要通過供應(yīng)商1和供應(yīng)商2，然而，由于缺乏消費水平的數(shù)據(jù)，所有的

49、廣告商都知道的是，供應(yīng)商1和供應(yīng)商2有類似的數(shù)據(jù)。這將無法區(qū)分實際的在電視臺和雜志之間的重疊。</p><p>　　相比之下，網(wǎng)絡(luò)廣告商將會看到消費者1互動兩次（圖2），第一次由供應(yīng)商1發(fā)送，第二次由供應(yīng)商2發(fā)送，因此，廣告商現(xiàn)在有了可以精確度量消費者看到它的廣告的數(shù)量和次數(shù)以及每個消費者看到廣告頻率的精確測量的方法。</p><p>　　網(wǎng)絡(luò)媒體的互動性也導(dǎo)致了廣告效果測量的新標(biāo)準(zhǔn)：“頁

50、面瀏覽量”（或印象）和“點擊率”。印象是一個機會，為沖浪者看到并點擊在出版商的網(wǎng)頁的廣告橫幅，點擊進(jìn)入代表了廣告商提供了其承諾的內(nèi)容，以響應(yīng)其消息廣告橫幅實際點擊次數(shù)。這種廣告的反應(yīng)即時度量是一個新概念，只能在互聯(lián)網(wǎng)上測量，許多人認(rèn)為把它作為最終衡量廣告效果的方式。</p><p>　　圖一：傳統(tǒng)媒介廣告的內(nèi)容傳輸模式</p><p>　　圖二：網(wǎng)絡(luò)廣告的內(nèi)容傳輸模式</p>

51、<p>　　自適應(yīng)廣告 首先，應(yīng)該指出，廣告業(yè)經(jīng)歷了從標(biāo)準(zhǔn)媒體廣告到互聯(lián)網(wǎng)廣告時代，此外，傳統(tǒng)廣告?zhèn)髅脚c網(wǎng)絡(luò)廣告對比，不同的是質(zhì)量和營銷策略（例如，電視廣告客戶可以努力專注于一個給定的人口或地理分部的目標(biāo)受眾）標(biāo)準(zhǔn)媒體給予的互聯(lián)網(wǎng)廣告創(chuàng)造了微觀層面的營銷潛力的機會。這意味著，網(wǎng)絡(luò)廣告客戶可以專門設(shè)計和定制特定的廣告信息針對特定個人消費者。例如，廣告客戶可以選擇特定的廣告提供給在一定的網(wǎng)絡(luò)環(huán)境下表現(xiàn)出個性特點的消費者

52、（例如，已表示有興趣在某一特定產(chǎn)品國家消費者群體或以前的具有點擊流歷史記錄的網(wǎng)絡(luò)消費者）。作為一個消費者第一次進(jìn)入廣告商網(wǎng)站就給廣告商傳遞可能會購買一般產(chǎn)品形式的形式廣告。相比之下，對于經(jīng)常性的重復(fù)的光顧該廣告商網(wǎng)站的潛在消費者，該網(wǎng)站的網(wǎng)絡(luò)廣告會潛移默化的改變該消費者的產(chǎn)品購買決策。在這種基于Web的環(huán)境下，廣告商可以決定消費者是否會看到相同的廣告兩次，或看到兩個不同的廣告。此外，通過限制消費者接觸到的重復(fù)次數(shù)，廣告客戶可以最大限度地

53、限制消費者對其網(wǎng)絡(luò)廣告的倦怠和得到營銷支出最大的回報。</p><p>　　廣告商可以量身打造環(huán)境適應(yīng)力很強的網(wǎng)絡(luò)廣告，并且讓消費者在不經(jīng)意間參與其中例如，具體的廣告信息可以根據(jù)特定的搜索引擎搜索出關(guān)鍵字。因此，一個特定的關(guān)鍵字（例如，PC硬件），可用于生成廣告如“電腦硬件和存儲介質(zhì)的主要PC品牌”以及單詞的組合可用于生成的CD - ROM可移動硬盤驅(qū)動器的廣告，或DVD驅(qū)動器。</p><p

54、><b>　　結(jié)論</b></p><p>　　受益于獨特的網(wǎng)絡(luò)媒體環(huán)境，廣告商和管理者需要考慮網(wǎng)絡(luò)廣告本身的特質(zhì)。網(wǎng)絡(luò)媒介的獨特優(yōu)勢在于它的雙向框架，可以結(jié)合廣告商和潛在消費者之間的雙向聯(lián)系。這種聯(lián)系的一個有益的副產(chǎn)品是，客戶可以成為微觀消費層面的目標(biāo)個體。此外，由于所提供的媒介具有互動性，廣告商可以提供網(wǎng)絡(luò)個性廣告以提升廣告本身的自適應(yīng)性。由于信息是以雙向流動為特點的介質(zhì)，是傳遞到

55、目標(biāo)消費者的廣告介質(zhì)。同時廣告商可以在網(wǎng)絡(luò)上分析消費者連續(xù)的網(wǎng)絡(luò)行為來分析其意愿，這種整合了廣告商和消費者意愿的形式使得廣告商可以更好的充分利用網(wǎng)絡(luò)這一平臺來制定更好的廣告策略同時也可以和供應(yīng)商合作，已達(dá)到傳遞廣告承載內(nèi)容的最大化。這種形式已成為影響消費者購買行為最好的策略。</p><p>　　盡管網(wǎng)絡(luò)作為網(wǎng)絡(luò)廣告的媒介，仍然存在著很多挑戰(zhàn)，使廣告策略難以有效實施。由于在網(wǎng)絡(luò)上沒有統(tǒng)一的廣告度量標(biāo)準(zhǔn)，所以一直存

56、在著廣告度量問題，</p><p>　　測量，現(xiàn)在的度量標(biāo)準(zhǔn)常常是缺乏精確性的，一般情況下，網(wǎng)絡(luò)廣告的度量和普通傳統(tǒng)媒介的度量存在著很大的差異。因此，相對媒體包括互聯(lián)網(wǎng)的成效，是難以評估的。網(wǎng)絡(luò)廣告定價（根據(jù)點擊次數(shù)或點擊率的基礎(chǔ)上）的不同方法也使其難以評估成本/效益，從而阻礙了網(wǎng)絡(luò)廣告預(yù)算的執(zhí)行情況。</p><p>　　由于網(wǎng)絡(luò)廣告承載的知識所有廣告內(nèi)容的一部分，所以不太容易引起潛在消

57、費者的注意力，在互聯(lián)網(wǎng)上的廣告，由于存在著各種廣告之間的競爭，主要是同一網(wǎng)頁上的各種廣告，并且各種廣告是共享的，這就表明了網(wǎng)絡(luò)廣告設(shè)計以及布局的重要性，一個很具有吸引力的橫幅廣告可以很快的引起潛在消費者的注意力，這也表明廣告商更深刻的了解 潛在的消費者如何處理信息（包括廣告）的重要性。</p><p>　　總之，網(wǎng)絡(luò)廣告現(xiàn)在正在面臨著巨大的機遇。然而，正如有人指出，相當(dāng)多的挑戰(zhàn)仍然存在。但是，毫無疑問網(wǎng)絡(luò)媒介的機