Advertising, in a nutshell, can be interpreted as' advertising widely', which is an exchange activity in which an organization or individual disseminates real information through designated media for a certain purpose within a specified time and according to requirements.
It can also be said that the essence of advertising is actually a kind of communication and dissemination of information.
Media is the tool of communication, that is, the carrier.
The online advertisement mentioned here is actually an advertising carrier.
All exist for information dissemination.
The 20th century is an information age. Information is neither matter nor energy, but a collection of phenomena and their attribute marks. It takes the material media as the carrier to convey and reflect the appearance of the existence mode and motion state of all kinds of things in the world.
The following is the information structure diagram: information source-content-carrier-transmitter-receiver, and advertising media is the carrier of information structure.
To talk about the purpose of online media, we should seek truth from facts from two aspects: first, why do we advertise; Second, why should we advertise through online media? I believe that the first question does not need to be studied in depth. Advertisers will convey the information they want to convey to the target audience through the media within a certain period of time, which is the purpose. In other words, the purpose of advertising is actually the definition of advertising.
Then the second question needs to be studied.
There are many forms of media, besides online media, there are also the most common TV advertisements, newspaper advertisements, magazine advertisements, outdoor advertisements and so on.
There is an old saying in China that we all know that "no one is perfect without money". Everything has a good side and a bad side, and a single media is no exception.
Network media is a brand-new media that has developed rapidly in recent years. The so-called online advertising is a high-tech advertising operation mode that advertisements are made on the Internet, published or published on the Internet by advertising banners, text links, multimedia, etc. on the website, and delivered to netizens through the network.
With the popularity of the Internet in China, its publicity effect can be imagined.
1
Internet advertising is extensive: Internet advertising spreads information through the Internet 24 hours a day.
Online advertising has strong timeliness: online advertising can be quickly produced and put in according to the needs of customers, and the advertising content can be changed in time according to the needs of customers, so that the changes in advertisers' business decisions can be implemented and promoted in time.
three
Internet advertising has certain pertinence: according to the characteristics of different audiences, online advertising can flexibly realize time orientation, regional orientation and channel orientation, thus realizing the clear classification of consumers and ensuring the arrival rate of advertisements to a certain extent.
four
Two-way interactive online advertising realizes the two-way interaction of information flow between supply and demand sides.
In addition, users can directly fill in and submit online form information through advertising space, and manufacturers can get valuable user feedback information at any time.
At the same time, online advertising can provide further product inquiry needs and facilitate interaction and communication with consumers.
five
Online advertisements, which are easy to count and evaluate, can count the total number of times each page of a website has been viewed, the number of times each advertisement has been clicked, and even the visit time and IP address of each visitor can be counted in detail.
In addition, websites that provide online advertisements can generally establish user databases, including users' geographical distribution, age, gender, income, occupation, marital status, hobbies and so on.
These statistics can help advertisers to make statistics and analysis on the market and audience, put advertisements in a targeted way according to the characteristics of target audience, and make targeted delivery and tracking analysis according to the characteristics of users, so as to make an objective and accurate evaluation on the advertising effect.
six
Convenience of online advertising As long as consumers have a computer with Internet access, they can retrieve the corresponding information and accept the advertisements of the corresponding enterprises (the advantages of online advertising media can be searched in detail online, so I don't need to say more here). The choice of advertising media is not blind and unfounded. The advertisement emphasizes good arrival rate. Under the conditions of different target customers, different products and different publicity contents, different businesses and enterprises can choose different advertising media.
To accurately introduce the purpose of online advertising, it is necessary to investigate the market, study the purpose of advertisers and many other scientific links to explain.
It can only be said that the purpose of studying online advertising is from the above points: 1.
Introduce the purpose of advertising from the big environment II.
This paper expounds that network media is the carrier of information dissemination.