导　　师： 段淳林

学科专业： 050302

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 网络广告自诞生之日起便显示出其较之于传统媒体广告更广阔的发展前景,更丰富的表达形式以及更直接,更有针对性的信息传播内容。网络广告与传统媒体广告的最大区别在于,传统媒体广告信息的接收与购买行动是分离的,受众通过观看广告从而产生的购买欲望与冲动得不到满足,广告的商业价值从而会大大降低。而网络则可以满足直接购买行为,减少信息接收至转化为购买行动过程中的阻碍与干扰。网络广告相比起传统广告在提高销售额这一广告效果方面具有一定的优势。 受众行为的有效监测逐渐成为网络广告效果评估最重要也最为准确的标准。配合计算机本身的数字编码能力,为网络广告效果的可测量性提供了现实基础。网络广告的效果评估逐渐进入精确评估的阶段,每千人成本、每点击成本、每回应成本以及每购买成本等等的评估方式被作为现在最有效、最科学的网络广告评估方法。但是这些评估方式自身有着许多无法消除的限制条件与评估缺陷,各项评估方式的测量标准差别很大,各种以点击率,浏览量作为衡量网络广告的指标均有夸大广告效果之嫌。广告往往能获得庞大的点击量和浏览量,商品的销售效果却没有明显的提升,广告投入既没有针对性也得不到恰当的消费者反馈,广告费用便在不明不白中浪费掉。测量方法与标准无法直观体现网络广告的效果成为效果评估的致命伤。既然网络广告最大的优势在于能够引发直接购买行为,而该行为也是可监测的,以电子商务平台与网络广告作出结合,以受众接收网络广告信息后完成在线支付与交易的行为,作为网络广告效果评估的标准,将能更有效的反映网络广告为广告主带来的最直接的经济效果。本文主要通过评析现有的网络广告效果评估体系,比较各套体系的优劣,取其长,补其短,通过对各套评价体系缺陷的分析和挖掘尝试研究一套基于引发直接购买行为的网络广告效果的测量内容与指标,并形成一套初步的评估体系。 From the date of Online advertising birth, it got more advantage as traditional media advertising, such as brighter future, richer forms of expression and, more directly、targeted information dissemination of the contents. Online advertising has developed rapidly. When traditional media advertising is facing a flood situation and shrinking, and online advertising is growing. Resulting in more and more enterprises from traditional media advertising change to these more cost-saving and targeted online advertising. The biggest difference between Online advertising and traditional media advertising is that, the messages received and purchases with traditional media advertising is separated. The audience viewing the ads generated the desire and impulse but buying is not met. The commercial value of advertising will be much lower. But the network can meet the direct purchase behavior, to reduce the information obstacles and interference from received to buy. Online advertising can increased sales compared to traditional advertising. This advertising has certain advantages. Effective monitoring of audience behavior can be evaluating as the most important and accurate standards of the online advertising effectiveness. With the computer, encoding number, measurable advertising results for the network provides the basis in reality. Today, there are varied assessment methods of online advertising, also different measurement standards. Variety methods of hits, page views to measure online advertising effectiveness are suspected of exaggerating the effectiveness. Advertising can often be huge traffic and page views, but merchandise sales results have not improved significantly, the ad is neither targeted nor appropriate to consumer feedback. Advertising costs are unknowingly in the waste. Measurement methods and standards can not be directly reflected the effect of online advertising is the fatal to the outcome assessment. As the biggest advantage of online advertising can lead to direct purchase behavior, and the act is to be monitored. The measurement methods to measure the final conversion rate with receiving network advertisement information, as the network ad performance evaluation criteria, will be able to more effectively reflect the effect of online advertising. In this paper Comment on the existing network through advertising effect evaluation system to compare the pros and cons of various sets of system. Analysis defect and data mining on the set of evaluation systems, to study one thing lead to direct purchase behavior based on online advertising effectiveness and measuring the contents indicators, and form a preliminary assessment system.

关 键 词： 网络广告 效果 评估体系 构建

分 类 号： [F713.8]

领　　域： [经济管理] [经济管理]