试论网络广告的现状及发展趋势

文档编号:XZ283  文档字数:8447,页数:12  附任务书,开题报告

 摘要：伴随全球信息网络化的到来，一种新型的广告形式——网络广告迅速兴起。网络广告的形式丰富多样，变化无穷，现今流行的网络广告形式主要有网幅广告、文本链接广告、电子邮件广告、赞助广告、Email广告、插播式广告、Rich Media等。网络广告有覆盖面广、信息容量大、针对性强、视听效果好、时实性与持久性统一、广告投放准确等特点。但是网络广告又存在一些问题，如主体资质难以定位，形式缺乏创新，缺乏有效的效果评价机制，网络广告环境差和网络广告监管不利等。这些问题亟需解决。网络广告的发展前景不容小视，它必将有个美好的未来。 
 关键词：互联网，网络广告，发展趋势

Abstract: It is certainly that a new type of advertisement-- Network advertisement will come into being while the arrival of networking for globe information. The form of network advertisement is abundant and changeable. Nowadays, the pop forms of network advertisement are mainly net ads, text link ads, email ads, sponsor ads, diffusing ads, Rich Media and so on. The characteristics of network ads are broad of coverage, bulky of information, strong pointed, well seeing and hearing, uniform of timeliness and durability, exactly put in etc. At the same time, there’re some problems, such as difficult to orient the principal intelligence, lick of innovation of the forms, lick of appraisal mechanism of the effects, bad environment of net ads, disadvantageous of management, and so on. All of these problems need to be solved. The prospects of development for the network advertisement do not allow looking down upon; it is certainly that networking ads will have a glorious future.
Key words: Internet, Network advertisement, Developing direction.

目录
摘要 1
Abstract 1
引言 3
一、网络广告的概念、形式及特点 3
二、目前制约我国网络广告发展的因素及对策 5
三、网络广告的发展趋势 9
致谢 11
参考文献： 12

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