Effective Means Of Internet Marketing - Online Advertising Study

Cyber-marketing is playing a more and more important role with the development of the Internet and E-commerce. As one of the most important ways to realize cyber-marketing, cyber-advertising has been developed rapidly. It is very important to make full use of cyber-advertising to realize the strategy of cyber-marketing as well as the total strategy of marketing in the environment of Internet for enterprises. As a new media, Internet owns its special characters which influence cyber-advertising heavily. It is a pity that there is no systematic theory about cyber-advertising for the rapid development of it and Internet up to now especially in China. There are some difficulties to learn about cyber-advertising and operate it in China. In this thesis, the author adopts the analyzing methods of the traditional advertising and combines the characters of Internet & cyber- marketing. In the foundation of some main views of the topic, the thesis of cyber-advertising has been formed and it will be a good reference for those who want to get a systematic idea of cyber-advertising. There are five parts in this thesis. The first part is about the concepts of cyber-marketing and cyber-advertising. In this part, we can get a general idea of cyber-advertising and also learn about the differences between the communication model of traditional advertising and that of cyber-advertising. The second part is about the kinds of ways of cyber-advertising in the Internet. The third part is about planning of cyber-advertising such as planning of the purpose, object, topic and creation. The next part is about the implementation and the evaluation of cyber-advertising. The last part is about the present situation of cyber-advertising in China and the problems in the process of the development and how to solve them. Chen Jiwei (Transportation Planning and Management) Directed by Professor Zhao Gang...