论Banner广告的策略与设计技巧

发布时间：2018-11-16 07:37

【摘要】： 我们豪迈地踏进了新的千年。回顾人类历史的发展，每一次技术革命都会导致一个划时代的来临。十九世纪是铁路的时代，20世纪是高速公路的时代，21世纪是网络的时代。网络化生存已经让人们意识到网络不仅改变了人们的生活方式，开创一个崭新的生活，而且正在改变传统的产品销售方式。网络已经与商业结合起来了，焕发出无限的异彩。未来学家们预言电子商务将以其令人难以想象的速度和不可阻挡的势头席卷全球，流通环节没有什么企业和行业可以避免它的冲击。自从1994年互联网上开设广告业务以来，网络广告以其费用低、覆盖广、全天候发布、不受时空限制、便于读者主动查询、交互性强等优势征服了众多商家，，网络广告的前景也正在愈来愈被人们看好。互联网广告统计局（IAB）公布的统计数字表明：作为继报纸、广播、电视之后的“第四媒体”的互联网，以其为基础的网络广告正成为各种广告媒体中的一匹黑马，正以惊人的速度发展起来。同时，Banner广告依然是今后网络广告的主流。因此，各站点或广告代理机构将把提高客户Banner的点击率作为主要的责任，因为只有让广告主的Banner被充分点击才能延续站点的广告经营。做好Banner广告的设计直接关系到站点的经济效益，关系到广告主的投资是否能收到预期的广告效果。对网络广告的研究，国内外有不少的文章见诸于报端或发表于互联网上。在国内甚至有专门的网站讨论这一课题。由于网络广告类型很多以及网幅广告在网络广告中占有重要地位，有关网络广告的研究文章也不少。但作为网络广告中最重要的一种广告----网幅广告，虽有不少文章从不同的角度进行过研究，但对其WP=3作全面、深入、系统的研究的文章却不多见。有些研究文章虽有一些见地，但缺乏厚实的理论基础，使许多观点显得牵强一些。而本文则运用了“眼球经济学”（或称“注意力经济学”）的理论和原理，围绕“如何增加Banner广告的吸引力”这一主题，充分讨论了如何在互联网上做一个成功的Banner广告。同时，本文以严谨的体系、朴实的语言、典型的案例对Banner广告进行了全面论述。全文共分六个部分：第一部分讨论了网络广告的起源和网络广告的一般特点；第二部分讨论阐述了Banner广告的基本概念；第三部分讨论了Banner广告的策略；第四部分讨论了Banner广告的设计制作技巧；第五部分讨论了如何评价Banner广告的效果；第六部分讨论了当前我国网络广告存在的问题和解决办法。
[Abstract]:We have entered the new millennium with great courage. Looking back at the development of human history, each technological revolution will lead to an epoch-making approach. The nineteenth century is the time of railway, the 20th century is the age of highway, and the 21st century is the age of network. Network existence has made people realize that network has not only changed people's way of life and created a new life, but also is changing the traditional way of selling products. The network has been combined with commerce, glowing with infinite splendor. Futurists predict that e-commerce will sweep the world with its unimaginable speed and unstoppable momentum, and there are no enterprises and industries in circulation to avoid its impact. Since the opening of advertising business on the Internet in 1994, Internet advertising has conquered many businesses because of its advantages of low cost, wide coverage, all-weather release, free from space-time restrictions, easy for readers to inquire actively, strong interaction, and so on. The prospect of online advertising is also getting more and more popular. Statistics released by the Internet Advertising Statistics Bureau (IAB) show that the Internet, as the "fourth media" after newspapers, radio and television, is becoming a dark horse among all kinds of advertising media. Is developing at an alarming rate. At the same time, Banner advertising is still the mainstream of network advertising in the future. Therefore, each site or advertising agency will take the primary responsibility for increasing the click rate of the customer's Banner, as only if the advertisers' Banner is fully clicked can the advertising business of the site be continued. The design of Banner advertisement is directly related to the economic benefit of the site and whether the advertiser's investment can receive the expected advertising effect. There are many articles at home and abroad in the newspaper or on the Internet. There are even dedicated websites in China to discuss this topic. As there are many types of online advertisements and web ads play an important role in network advertising, there are many research articles on network advertising. However, as one of the most important advertisements in the network advertising, although many articles have been studied from different angles, there are few articles to do comprehensive, in-depth and systematic research on WP=3. Although some research articles have some insights, but lack of a solid theoretical basis, make many views appear to be more far-fetched. Based on the theory and principle of "eyeball economics" (or "attention economics"), this paper fully discusses how to make a successful Banner advertisement on the Internet around the theme of "how to increase the attraction of Banner advertising". At the same time, this paper discusses Banner advertising comprehensively with strict system, plain language and typical cases. The thesis is divided into six parts: the first part discusses the origin of online advertising and the general characteristics of online advertising, the second part discusses the basic concepts of Banner advertising, the third part discusses the strategy of Banner advertising. The fourth part discusses the design and production skills of Banner advertising; the fifth part discusses how to evaluate the effect of Banner advertising; the sixth part discusses the current problems and solutions of China's network advertising.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2000
【分类号】：F713.8

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