网络广告：不同的传媒形式[外文翻译].doc

毕业论文(设计)外文翻译
一、外文原文
标题: Advertising: The Medium is the Difference
原文:
Introduction
advertising is growing at an impressive rate. A recent report by Price Waterhouse-Coopers estimates 1998 online ad revenues at $ billion, more than twice those of 1997. By year 2000, it has been projected that ad revenues will grow to a level of $ billion (IAB, 1998). This spectacular es as no surprise if one considers that on the one hand, advertisers are always looking for new ways to reach their target audience, and on the other hand, web site operators are always looking for new sources of revenues to finance their ever-mounting operating costs. Indeed, in order to take full advantage of the potential of advertising, and to avoid its pitfalls, one needs to rethink the consumer medium interaction as it applies to advertising.
In this article, we show how the underlying full-anization of the transforms the traditional one-way relationship between advertisers and consumers that is inherent in standard advertising. On the , content providers take on roles of both conduits and interaction enablers in a two-way interaction with prospective consumers. This new model profoundly affects the relationship between each player. Consumers now interact with both content providers and advertisers. Content providers are not responsible for advertisement fulfillment anymore. It also affects how content providers pensated for their services. As conduits, pensation scheme was simple. As relationship creators, their value is harder to assess. least once), Gross Rating Points (GRP = Reach x Frequency), and some demographic information about the reached audience.
The information reported to advertisers is generated through surveys or panels of
consumers that measure audience viewing, or listening, patterns. For example, in the TV industry, People meter devices are used to monitor TV viewing patterns (., whether a TV set is on or off and what program, if any is tuned at a given