【作者】 李美娜；

【导师】 汪辉；

【作者基本信息】 南昌大学 ， 设计艺术学， 2009， 硕士

【摘要】 网络广告作为网络营销的方法之一,在网络营销方法体系中具有举足轻重的地位,无论以何种形式出现,网络广告所具有的本质特征是相同的：都是向互联网用户传递营销信息的一种手段,是对用户注意力资源的合理利用。网络游戏内置广告和网页广告是网络广告的两种不同形式的广告传播平台。网络游戏内置广告是依附于网络游戏之上的广告形式,属于网络广告这一大的概念范畴；而本文所研究的另一个主体——网页广告也是网络广告的形式之一,即依附网站页面的广告形式,是网络广告的传统形式的广告类型,两者之间是平等的关系。随着互联网的高速发展,两者都找到一个巨大的媒介载体空间。网页广告作为网络广告传统形式已被大众熟悉和利用,发展也比较成熟。网游内置广告是近年发展起来的新兴广告载体,其较好的隐蔽性是对传统广告模式的创新。目前关于网络广告这两种“新”“旧”广告载体的广告效果的对比研究还比较缺乏,网页广告和网游内置广告的实际对比效果尚不明确,各类学术相关的著作研究也不多见。本文通过调查问卷的方式,采用数据分析法对网络广告的这两种媒介形式进行对比研究。通过数据分析,本文认为网页广告和网游内置广告自身的特点、受众的个体差异等方面都是影响广告效果的因素。为使广告效果最大化,经营者应根据这些影响因素合理配置广告形式和优化广告内容。更多还原

【Abstract】 Online advertising as one of the ways of network marketing plays a decisive role, No matter in what form, Internet advertising has the essential features are the same: both deliver marketing information to Internet users a means of user attention is the rational use of resources.Web advertising and in game advertising built-in two different forms of advertising communications platform, with the rapid development of the Internet, both to find a great space in medium marketing. Web advertising, as traditional forms of online advertising has been the public are familiar with and use, development is more mature. Online games built-in advertising in recent years developed new advertising vehicle, the better concealment of traditional advertising model innovation.Online advertising is currently on the these two "new" "old" advertising vehicle advertising effectiveness comparative study also relatively scarce, web advertising and online games built-in advertisements comparing the actual results are still unclear, various types of academic research is not related to work more common. In this paper, the questionnaire approach, using data analysis of the online advertising these two media forms compared. Through data analysis, this paper that the web advertising and online games built-in advertising their own characteristics, individual differences in the audience and so on are all factors that affect advertising effectiveness. In order to maximize the advertising effect, the operator should be based on the rational allocation of these factors forms of advertising and optimization of advertising content.更多还原