网络营销之广告

TELTEL8483522384835223MAILMAILtianhuiyitianhuiyi@[e-mail]..cncnnetworkmarketingValueValueSpeedSpeedGlobalMarketingImplicationsGlobalMarketingImplications1.2.3.4.5.6.7.44PP44CC44PPProduct,Price,Place,PromotionProduct,Price,Place,Promotion44C:C:ConsumerConsumer’’swantsandneedsswantsandneedsCostCosttoSatisfywantsandneedstoSatisfywantsandneedsConvenienceConveniencetobuytobuyCommunicationCommunicationMethodsofnetworkmarketingOnlineAdvertisementsInternetDirectSellingPersonalizedServiceMarketingResearchthroughtheWeb——,IT03“”zzzzzz——————————————(P173)E-mail1.B240055B140055BA3905510A240055A140055A/A1400551flashgif3000A24005512000A39055101000B140055631000B240055638002.3.4.5.E-mailIMHOFYOOTOHsnailmailWYSIWYG24zzzzzzzzzzSPAM:StupidPeopleSPAM:StupidPeople’’sAdvertisingMethodsAdvertisingMethod6.6.7.8.9.•10.•ImpressionClicksClickrate(click/impression)CPM/CPI(costperthousandimpression)FrequencyKeywordsPageviewFirstViewTargeting1.2.3.CPAcostperaction)4.FlatFee:5.6.KWC7.1.1.CPICPICPMCostperOnethousandImpressions——————YahooYahoo50050010001000YahooYahoo2CPCCostperthousandClick-throughClick-throughratio3.4.FlatFee:/——“”——CPMCPMCPCCPATrendsPushStrategyPushStrategyTelevision,Radio,PrintPullStrategyPullStrategyInternet„„„——“”————„ŠŠŠ„„.‘‘‘‘‘‘‘‘.1123451234(1)(Eyecameratest)(2)(3)(4)(5)——Abanner1005000Bbanner12030001.000.02100X1.00+5000X0.02=200120X1.00+3000X0.02=180——mailto:[e-mail]?subject=amailto:[e-mail]?subject=bmailto:[e-mail]?subject=c2——————1RelevantKnowledge::——2————CNNIC—————CMMS4——————————/5——6“”“”————38155