毕业论文外文翻译-网络广告特点以及策略研究.doc

本科生毕业（论文）外文翻译 译文： 网络广告特点以及策略研究 学 院： 经济与管理 系 工商管理 专 业： 工商管理 班 级： 131班 学 号： 姓 名： 指导教师： THE CHARACTERISTIC OF THE INTERNET ADVERTISING AND STRATEGY ALIGNMENTAinscough, Thomas L. and Michael G. Luckett1 IntroductionThe Internet has had a profound impact 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 important 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 browser, irrespective of location.2 Advantages of Advertising on the InternetInternet has become a major and effective medium for advertising and it has be predicted that the online advertising 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 order) 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 helps in making your advertisements reach more audiences, which may ultimately help you in getting better results through your online advertising campaign.（2）Targeted Audiences When 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.（3）Affordable 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 of audience and geographical locations.（4） Easy to Track and Measure Conversion Measure ability and easiness to track the conversion makes online advertising miles ahead on the traditional advertising methods. A lot of effective analytic tools are available to measure online advertising campaigns which helps in more improvisation of the ads.（5）Speed Online advertising is much faster than offline advertising and you can start sending out your ads to a wider audience, the moment you start your advertising campaign.（6）Informative In online advertising, the advertiser is able to convey more 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 about the product mentioned in the ad.（7）Flexible Payment Payment flexibility is another added advantage of online advertising and marketing. In offline advertising you need to pay the full amount 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.（8）Better ROI Since online advertising is mainly focused on performance based payment, you ROI is sure to be far better when compared with offline advertising.（9）Easy Audience Engagement Online advertisement makes is easy for the audience 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.（10）Better Branding Any 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.3 StrategyAdvertising 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 provides 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 firms consumer directed communications (Watson et al., 2000). Thus, an Internet advertising strategy is concerned with the creation, placement, and distribution of electronic messages that will be read by, and have an effect on, those consumers whom the advertiser most wants to influence. Creation, as well as considering traditional advertising factors (e.g. the message to communicate), must also embrace Internet technologies (e.g. Flash and mp3) that potentially influence consumers. When placing ads, the advertiser must consider which medium to use (e.g. web versus e-mail), and if the web is chosen, where to place the ad on the page for maximum impact (Loiaconoet al., 2001). Distribution addresses which web sites and electronic mailing lists will be used. Much of the attention related to Internet advertising has focused on the placement of advertisements on third-party web sites 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 companys use of its web site to advertise its products. For many firms, 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 has become a dominant channel of interaction (Watson et al., 1998). Thus, the design and content of the corporate web site are key elements of Internet advertising strategy. Given the increasing importance of the corporate web site as an advertising medium, a key organizational issue is: how does the Internet advertising strategy align with the corporate strategy? The global nature of the Internet is a highly 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 firms web site is automatically 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 between their corporate and Internet advertising strategies, because most customers would expect a linkage between the two. Imagine the dissonance that could occur in a customers mind when the web site and local advertising are at variance. Using the corporate web site as a surrogate for a firms Internet advertising strategy, we investigate the degree of alignment between corporate and Internet advertising strategy.4 DiscussionThe goal of advertising is to deliver messages that positively influence current or prospective customers. Given that advertising has such an influence 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, take care to build brands that are recognizable throughout the world. However, it would appear that many firms have not fully realized the potential of the corporate web site as an advertising medium. For two thirds of the companies in our sample, there is no perfect alignment between corporate and Internet advertising strategy. There are several possible reasons for this lack of Connection. First, it could be that the corporate web site is not seen as part of a corporations 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 logic. Thus, these executives might think of Internet advertising as placing banner ads on high-traffic web portals (e.g. Yahoo!) and do not think of advertising on their corporate web site. Given that many customers are now conditioned to go to corporate web sites to learn about products and service, this would be a serious oversight. Second, corporations might not have had the time or resources 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 strategy Internet presence, firm intranet, and partnership extranets. The scarcity of Internet skills, particularly before the flameout, meant that many initiatives had to be delayed and web sites are incomplete2. So, for example, Benetton might have decided that, given its many relationships with clothing manufacturers in Northern Italy, building an extranet to support data exchange and production integration might have a higher return on investment than investing in a corporate web site.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, possibly 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 little persuasive impact.5 Conclusion When firms realize that their web site can be a significant medium for interacting with present and prospective customers, they should also recognize that Internet advertising is an integral element of corporate advertising strategy. A direct consequence of this acknowledgment should be the realization that a firms collection of web sites must reflect corporate goals. The need for functional areas to align with corporate goals is well established. In particular, multinationals, which arguably face the most complex organizational environment, need to be especially concerned with alignment because of the size and geographic spread of their operations. This research indicates that for multinationals, a misalignment between corporate strategy and Internet advertising strategy was reasonably common. The newness of the web, at the time data were collected, may not have given corporations sufficient time to both recognize the role of the web in advertising and implement Internet advertising strategies that are aligned with corporate goals. It is likely that, since our research was conducted, corporations now take greater advantage of Internet advertising. It remains to be seen, however, whether they do a better job of aligning their Internet advertising strategy with their corporate strategy. For those organizations seeking alignment, we offer a tool (see Table VII) that enables them to recognize how they should handle design and content matters for the combination of corporate and national web sites. Our research has certain limitations. First, the subjective process that we relied on to assess each web sites 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 strategy 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.Also, it is possible that an organizations country of origin might have influenced its web site design. Similarly, an organizations product line (or type of service offered) may have an impact on the design of its web site. Both of these factors (cultural origin 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 samples in order to control for these factors. 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 overarching 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.网络广告特点以及策略研究Ainscough, Thomas L. and Michael G. Luckett摘要互联网已经对改变组织的成本结构和与客户沟通的方式以及战略思维产生了深刻的影响。尽管互联网本身并不是一个战略（波特，2001），不过它已经成为一种与时俱进的公司策略的载体。互联网上的广告运用对企业来讲具有至关重要的战略意义，由于网络广告本身的特点，任何拥有网络浏览器的人，都可以随时随地的访问到网络广告，这种方式和他的地理位置无关。网络广告的特点互联网也已经成为一个重要和有效的媒介广告，而且有学者预测，网络广告将会很快取代传统广告媒介(如电视，电台，报纸，杂志)在企业营销中的主导地位，此外，在于传统广告媒介的对比中，网络广告至少有以下十种优势。（1） 广覆盖：更广泛的覆盖范围和更广泛的覆盖面甚至全球范围内更广泛的覆盖范围，这种广泛的覆盖面可以帮助企业获得更多的消费者，并且通过网络广告竞争可以获得更好的结果。（2） 目标群体：相比传统广告形式，网络广告可以及时的到达潜在消费者的视野范围，并且可以使公司在竞争中处于优势地位。（3） 可担负：与传统广告形式相比，网络广告的一个明显的优势就是其低廉的费用，从而公司可以担负的起，并且可以通过相对低廉的成本通过网络广告来覆盖更多的甚至全球范围内的潜在消费者。（4） 方便测量和跟踪：网络广告领先于传统广告形式的表现还有易于跟踪和可测量性，有很多有效地工具可以用来测量网络广告的运用效率，并且其还具有创新性，可以帮助很多即兴创作的广告。（5） 效率：网络广告不是离线的广告，相比传统广告，网络广告可以更迅捷的方式向潜在消费者发送更多的广告。（6） 信息： 网络在线广告可以以低廉的成本传输更多的信息，网络广告的个性还有广告商可以根据消费者群体的地理位置来制定一个由单击链接组成的登陆页面。（7） 灵活性：灵活性是网络广告在市场营销战略中的另一个优点。并且对比传统广告，企业在支付广告费用时，不比向传统广告一样支付全额，网络广告的支付方式灵活多变，有些只是限定观众点击数。（8） 更好的投资回报：由于网络广告主要是基于性能效果来付款，所以企业可以获得良好的投资回报。（9） 方便消费者参与：方便消费者进行网络互动，并且容易和潜在消费者接触，而且还可以获得更多的反馈从而适时的改善企业的广告。（10）更好的提升品牌：更好地帮助公司来提高品牌以及公司的服务或产品.策略广告曾作为企业用来管理风险和提高产品意识的主要途径，在90年代中期，互联网出现，并开始作为一种新的工具来接触消费者，它提供了一系列的技术（如Web和电子邮件）来影响消费者的选择和购买决策，事实上，互联网技术和营销目标的结合可以更好的实现企业和消费者的联系（Watson等。2000）。因此，互联网广告的策略是创造，广告安置，以及将要阅读的电子讯息的分布，并且广告商通过网络广告是想要影响它们的潜在消费者。创造，以及考虑到传统的广告因素（如信息交流），也必须接受互联网技术（如Flash和MP3）来影响潜在消费者。当放置网络广告的时候，广告商必须考虑使用媒介（例如电子邮件或网页形式），如果选择网页形式，就必须考虑网络广告放置在网页的什么地方会产生最大的影响。（Loiaconoet，2001）。 有关互联网广告的注意力都集中在对第三方网站的价值约97亿美元的广告，这个价值大约占到所有广告费用的3%（格林和埃尔金，2001年）。然而，这种方法忽略了公司使用其网站宣传其产品。对于许多公司而言，使用网络广告已经成为一个主要的广告方式来沟通和影响客户，在许多情况下，它是该公司的标志性形象，因为它已成为公司占主导地位的广告渠道工具（Watson等，1998）。因此，设计网络广告的内容是网络广告战略的关键要素。鉴于公司网站作为网络广告媒体的重要性与日俱增，一个关键的问题是：如何将网络广告策略配合企业战略？网络广告具有全球性，这种特殊性决定了它的策略的特殊性，相比其他的广告媒介（例如电视，电台，报纸）这种全球性是它最大的优势，无论客户在哪里，只要有网络接入口，公司的网站就自动的现实给所有的客户，它对消费者的影响无处不在，这种超强度的覆盖面可以大大超过企业的想象。因此，企业应该明确企业战略和网络广告战略的关系，因为大多数的客户希望两者之间的联系，客户不希望打开一个空洞的网络空白广告，若产生一种心理上的失调，就表明企业网络广告存在问题。使用公司网站作为网络广告载体的时候，重要的是把握好网络广策略。讨论广告的目的是提供有积极影响的消息传递给现有或潜在客户。由于网络广告有这样的一个影响，公司才花费大量得时间和资金来创建和刊登广告。因此，美国网络广告开支约为3200亿美元（格林和埃尔金，2001），网络广告费用支出在大公司，特别是注意建立国际知名品牌的公司中尤为突出。然而，许多企业还没有充分认识到网络广告的潜力。对于调查中有三分之二的公司，没有企业和互联网广告策略的完美协调，这可能是由于以下几种原因。首先，网络广告可能仅仅最为企业网站的一部分而不是企业整体广告策略的一部分，并且它可能不会被认为是一个接触潜在客户的重要渠道，因为内部广告管理人员仍然是传统的广告渠道主导组成部分，这些人员可能会认为互联网广告放置在高流量的网络门户网站（如雅虎）比较好，从而不会去考虑放置在公司网站上。鉴于许多客户现在有条件选择去公司网站了解产品和服务，这将是一个严重的疏忽。 其次，企业可能没有时间或资源来调整其网络广告策略。互联网技术的引入需要大多数企业进行资源重新分配从而创造一个巨大的互联网广告战略，因特网的存在于各种形式，企业内联网，外联网等。企业网络广告策划以及技术人员的缺乏，意味着企业不能良好的运用网络广告达到宣传其产品和服务的目的，由此，企业互联网技术的运用有着重要的作用，举例来说，贝纳通可能已经决定，鉴于和意大利北部的许多服装制造商的关系，支持建立一个外部数据交换，这比仅仅在公司网站投入网络广告获得更高的投资回报。第三，在企业综合性网络广告策略中，一些企业已经证明仅仅在公司网站上的广告是无法深刻的影响潜在消费者的，例如.汇丰银行，可能已经认识到，企业客户不会深受其全球任何地方或相关网站的影响，银行，特别是在企业层面，存在着一般共识