网络广告走到了十字路口[1]（Online advertising has come to the crossroads, [1]）.docVIP

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网络广告走到了十字路口[1]（Online advertising has come to the crossroads, [1]）.doc

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网络广告走到了十字路口[1]（Online advertising has come to the crossroads, [1]） 2005.3 age of international press [article number [1002-5685 (2005) 03 -0037 -05 Online advertising has come to the crossroads Kuang Wenbo. (Research Center of Journalism and social development, Renmin University of China, Beijing, 100872) [Abstract This paper focuses on the outstanding problems in Chinese online advertising Such as forced advertising too much Lack of creativity Italy Some countermeasures are put forward And the advertisement of mobile phone media is discussed. [keyword Internet advertising Forced advertising Interactive advertising Game advertising Mobile advertising [CLC number G206] [document identification code A] Online advertising needs to say goodbye to compulsive advertising Although Chinas online advertising industry has achieved rapid development , But regardless of the current absolute value of its output, as well as in the whole advertisement The relative value of industrial output value It all seems insignificant. And the day Ben, the United States and other developed countries compared We need to work hard A lot of noodles But I think the most fundamental thing is to improve The innovation level of Chinese Internet advertisement. author In 2003, he studied in Japan electric company time Take note of a survey of electric communications Japanese Network banner advertising in the absence of creativity, its click rate Generally only 0.1 to 0.3%, while the banner of excellent creativity Click through rate can be reached 30%. Japanese online advertising ten Focus on interactivity Online advertising and online games close Good propagation effect has been achieved By comparison Domestic The form of online advertising has been backward and shabby Especially Its compulsive, pop-up advertising Not only the effect is poor But, And Internet users are very disgusted. [Epub ]2005-02-08 Some people mistakenly believe that... The Internet is just like television Always Some people pay f