大学生对网络广告的态度及其影响因素研究(2)
Appendix.26
Research on College Students’ Attitudes Towards Internet Advertisements and the Factors which Influence These Attitudes
Chapter One Introduction
1.1 General situation of internet advertisements
In 1994, a famous American magazine, Wired, published 14 banners on www.hotwired.com, and it has made the earliest internet advertisements. However, in china, the very first commercial advertisement on the internet had not appeared till 1997 and it was on CHINABYTE (Wang, 2005, p. 6). then internet advertisement has become an important opponent of cyber-economy.
1.1.1 Concept and features
The developing means that people use more internet and web tools. The most important tools is social media (Islek, 2012, p. 242).Internet advertisement is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers (Si, 1995, p. 16). At the same time, enterprise need to pay for their advertising and this has made operation profits of one website (Guilin, 2007, p. 340).
1.1.2 Common form
Internet advertisements persified in form, including banner, button, text link ads, direct marketing, e-mail, interstitial ads, interactive games, BBS, questionnaire, newsgroup, search engine, wallpaper, full column, skyscraper ads, full screen ads, video ads, etc.
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