网络广告的技巧与策略

淮北师范大学

2013届学士学位论文

网络广告的技巧与策略

学院、专业管理学院电子商务

研究方向电子商务

学生姓名张广亮

学号***********

指导教师姓名孙富安

指导教师职称副教授

2013年4月20日

网络广告的技巧与策略

摘要：随着互联网的快速发展与广泛应用，这个多功能的互动平台也越来越多地被人们开发利用。网络广告即是在互联网刊登或发布广告，通过网络传递到互联网用户的一种高科技广告运作方式。众所周知，广告的目的是为了某种特定的需要，通过一定形式的媒体，公开而广泛的向公众传递信息的宣传手段，它的实质就是企业充分利用互联网的传播能力将产品信息和企业形象传达给目标受众，其影响能力由广告和网络相结合产生的。同时，由于接入门槛的存在，网络广告的受众从收入、受教育的程度、消费习惯以及年龄结构等诸多方面都较传统的广告媒体受众有广告价值。因此，如何充分利用网络媒介的影响力，拓宽广告的宣传渠道，吸引更多广告受众的注意力尤为重要。这必然就涉及到网络广告的技巧与策略问题，本文通过对该问题的探讨与分析，提出相应的对策与建议。

关键词：互联网；网络广告；受众；技巧与策略

Techniques and Strategies of Internet Advertisement Abstract: With the rapid development and wide application of the Internet, this multi-functional development and utilization of interactive platform for more and more people. Online advertising that is published in the Internet or advertising passed over the network to the Internet user to operate high-tech advertising. As we all know, advertising is designed for a specific need, through some form of media, open and broad communication of information to the public means of propaganda, its essence is to take full advantage of the Internet's ability to communicate to product and corporate image to convey the information to the target audience, its capacity to influence by a combination of advertising and network. At the same time, the existence of barriers to access, Internet advertising, audience from income, educational level, consumption habits, as well as many other aspects such as age structure than the traditional advertising media advertising value for an audience. Therefore, how to take full advantage of network media clout, widen the channels of advertising publicity and attract more advertising audience's attention is particularly important. This necessarily involves the skills and tactics of online advertising problem, through discussion and analysis of the problems in this article, make appropriate countermeasures and suggestions.

Key words:Internet; Internet advertisement; Audience;Skills and strategies

目录

1 问题的提出 (1)

1.1网络广告的概念 (1)

1.2网络广告的前景 (1)

2 网络广告的综合剖析 (2)

2.1网络广告的优势 (2)

2.1.1传播范围广 (2)

2.1.2交互性强 (2)

2.1.3灵活、快捷 (2)

2.1.4拉动与推动相结合 (2)

2.1.5成本低 (3)

2.1.6受众针对性明确 (3)

2.1.7效果容易控制 (3)

2.2网络广告存在的问题 (3)

2.2.1“牛皮癣”广告泛滥 (3)

2.2.2真实性问题 (4)

2.2.3侵犯受众隐私权问题 (4)

2.2.4其他问题 (4)

3 网络广告问题的市场环境优化 (5)

3.1健全相关法律法规 (5)

3.2加强社会监督管理 (5)

3.3提高全民的综合素质 (5)

3.4加强行政管理 (5)

4 网络广告的技巧 (7)

4.1锁定目标受众 (7)

4.2做好广告文案 (7)

4.3实时效果监控 (7)

4.3.1从需求出发衡量网络广告价值 (7)

4.3.2提升网络广告的效果 (8)

5 网络广告的策略 (9)