中国广告网--如何让网络广告更有效网络广告策划探索

　如何让网络广告更有效网络广告策划探索

2007-4-6 18:11:03
来源：

　广告的最终目的就是销售或建立品牌资产。这一点，传统媒体广告和Web广告都是如此。可以说，不管你的广告是在直接进行卖点诉求还是在树立品牌形象，最终广告的意义就在于广告信息传播后对销售状况的改变。如何让你的Web广告更为有效？这可能是广告主和代理商共同关心的问题。高效的Web广告必须依赖于策略性的事先策划，作到让合适的Web广告展现在合适的对象面前，从而吸引实效受众来点击和浏览，并参与你的广告信息活动。
　　所谓广告的实效受众就是广告主所需要的合适用户，即广告的目标传播对象。只有让你的合适用户来参与广告信息活动，才能使得广告效果得以最好发挥，并能节省广告者的劳力与费用。
　　网络媒体的特性决定了Web广告在传播方式、传播效果与传统媒体广告的不同，同时也使受众对Web广告信息传播的接受方式、接受效应产生很大的差异。Web广告的最大特点是授受之间互动性与可选择性。当受众在电脑屏幕前移动鼠标主动地选择信息时，许多因素在影响着广告信息的传播，同时也就在影响着受众的决定，进而影响着广告的传播效果。如网站的知名度、广告的形式和浏览广告的操作技能等因素。决定受众选择的因素还有信息内容的有效性与趣味性。受众总是选择他们需要的、对他能产生某种利益的信息。另外他们会选择一些娱乐性的，趣味性的信息（如以游戏方式出现的广告等），这一点可能成为上网者调节性的选择。这些都是Web广告策划时应考虑的对象。那么如何策划才能让更多的实效广告对象去点击或浏览你的Web广告呢？这应从Web广告的策划流程来策略性思考，这一点与传统媒体广告策划有一定的相似之处。但因为网络媒体及网络受众具有特定的性质，所以在Web广告的战略策划过程中又必须结合网络的固有特性进行考虑。
　　总体说来，网络广告策划先要构建一个策划平台，接着做好战略与战术部署，最后还要设计一个测试方案。
　　一、建立资讯平台
　　在进行Web广告策划中，第一步要做的工作便是构建策划的资讯平台，也就是为Web广告最后的创意、表现、制作及网站选择、发布等战略性行为打好一个必要的基础。Web广告策划活动中要构建的资讯平台主要包括以下几个方面内容：
　　1、明确的广告目标资讯。
　　广告目标指引着广告的方向，这一点在Web广告中也同样成立。随后进行的各种行动都取决于广告目标的确定。只有明确了这次Web广告活动的总体目标之后，广告策划者才能决定Web广告的内容、形式、创意，甚至包括网站的选择、广告对象的确定。例如，你的Web广告目标是要提高产品知名度，想让更多的人知道你的产品品牌。这时你的Web广告形式以条幅或旗帜居多，广告对象的选择面要相对延展，同时也可能选择一个知名度较大的网站。 Web广告传播能达到的广告目标大体可分为两种。一是推销品牌，象传统媒体广告一样实现的是以信息传播为手段来达到影响受众的目的。
　　第二种Web广告目标是获得受众的直接反应。这是Web广告与传统媒体广告所能达到目标的最大不同。受众主动操作性增强及授受之间互动性的传播方式使得Web广告能达到全新的传播效果，及时获取受众信息甚至让受众在浏览广告后立即付款下定单，达到销售的目的。这一传播效果也是网络媒体吸引广告主最具诱惑力的因素。直接反应又分为：
　　◆ 让受众来访问站点，从而让他们知道你的企业、产品在某一个Web站点上。
　　◆ 让来访问站点的受众认识你的产品。
　　◆ 填写一份调查表，配合你进行市场调查。
　　◆ 使消费者购买产品，下购定单。
　　◆ 让受众知道如何使用产品。
　　这些明确各异的广告目标是Web广告创意与设计前应该把握好的，因此Web广告的优势（互动与强参与性）在广告效果（广告能达到的目标）上就得到了淋漓尽致的体现。
　　2、准确性的目标对象资讯。
　　广告的目标对象决定着Web广告的表现形式、广告的内容、具体站点的选择，也就影响着最终的广告效果。广告的目标对象是由你的产品消费对象来决定的，所以透析产品特性是准确定位广告目标对象的关键。你的目标对象是男人还是女人，是十七八岁的少年还是三四十岁的中年，是在校大学生还是上班白领……这些不同的目标对象都有各自特有的生活习惯，如上网时间、所感兴趣的网页内容、对信息的反应速度等。针对不同的对象就要采取不同的广告战略，假如你的广告对象是十几岁的少年，因为他们上网时间可能集中在假日，喜好的是上网玩游戏，那么在Web广告媒体策划时就应该选择一个少年经常访问的网站，在广告形式策划时就该考虑游戏式的广告，同时在媒体时段安排策划时就应考虑节假日了。
　　此外，广告目标对象的素质水平与网络操作技巧还决定着Web广告表现所需的技术程度和使用的软件。那些文化水平高的、经常与网络打交道的受众，对网络有熟练操作技术并具有轻易学会操作技术的能力，他们能对Web广告的复杂展现形式轻松掌握，所以在 Web广告策划时就可以想到通过增加操作技巧来提高Web广告的活泼与趣味性。不同的对象使用各自所习惯性的软件，如工程师和科学家习惯用UNIX系统，发明家、艺术家和图形设计者常用Macintosh软件，软件开发师常用NT，一般职员与普通网民则喜欢使用Windows系统，同时在使用浏览器软件时有的使用IE有的使用NETSCAPE.这些不同的操作和应用软件也可能影响Web广告最后的接受效果与操作方法。所以你在对Web广告制作形式与制作方法战略构思时应该注意到这一点。
　　3、及时的竞争对手情况。
　　“知已知彼”是军事谋划的思想精髓，在网络所带来的高度信息化社会里，它同样是广告商战必要的前提考虑。你的竞争对手在网上做广告了吗？他们在哪些网站做广告？怎么做的？投入量大不大？他们是否换了代理商等等情况。
　　只有与竞争对手对应起来考虑，在Web广告策划中才会做到有的放矢、策略考虑。否则，可能会导致广告行为的盲目性，其危害如下：
　　A、重复别人已做过的事情，使得你的Web广告较竞争者广告迟后出现，是别人已经用过的广告形式和创意，失去了广告的吸引力与新鲜感。
　　B、不能敏锐地监察到竞争对手的新近动作。如果你的竞争者已由产品广告向品牌形象广告转变了，或实施了一种新的广告方式，而你对此一无所知，因而没有及时施展对策。
　　C、不能及时捕捉最新Web广告动态。这包括Web广告本身的制作与创意新动态，还有最新制作Web广告软件的出现。目前信息技术正已难以预测的速度发展，已有软件不断完善与升级，同时还有更新的软件出现。而Web广告从技术角度来讲。它与技术科技密切相联。一个功能更新的软件也许能制作出更优秀的 Web广告，从视觉效果到链接功能。所以密切注视竞争对手最新动态能获得最新创意与技术信息，以便为自己的Web广告策划做好应战的战略部署。
　　去捕捉最新的竞争对手情况，这一点在技术上是可以达到的（如搜索引擎等）。所以在策划Web广告时应对你的竞争对手做一个全面浏览，并对之进行研究、做好对策。
　　4、资金与技术的支持。
　　资金与技术支持是一个成功的Web广告策划与制作的后勤保障。脱离这两个基础，一切想法与创意都是空中楼阁。首先从资金角度来看。这也是制约与影响Web 广告制作、设计、创意的重要因素。根据广告主对本次广告活动的预算，资金费用主要包括广告制作费用和网站投放费用两大块。有时即使能制作一个非常生动、具有吸引力的Web广告，但是它要耗费超过广告主预算的费用，这则广告也就没有办法实现。同时，资金还决定着网站的投放，一些知名网站、网站首页、页面重要位置都具有较高的价格，还有你的广告投放时间问题，具体费用预算可参照不同网站的收费标准。
　　第二就技术问题来说，这也制约与影响着Web广告的制作、设计和创意。Web广告技术问题涉及到制作与设计技术、网络传输技术、终端接受技术。如果你有一个能制作一条非常精彩的Web广告的idea，但在目前技术上还达不到，这个idea便失去意义。另外网络传输速度太慢，终端用户接受技术，同样是应该考虑的因素，例如选用索尼显示器的苹果机就不能显示由GIF格式像文件构成的动态广告，如果你制作的动态Web广告是用GIF格式，那么广告再好对一些索尼显示器用户就没有半点用处。
How to make the network more effective advertising network advertising, the ultimate goal is to explore advertising sales or brand-building assets. This point is also true for traditional media advertising and Web advertising. It can be said that regardless of your direct selling point in advertising demand or establish a brand image. Advertising is the ultimate meaning of advertising sales after the change in the status of information dissemination. How to make your Web advertising more effective? This may be the proprietors advertising agents on issues of common concern. Web advertising must rely on the efficiency of the prior strategic planning, suitable for the display of Web advertising done in the face of suitable targets, in order to attract audiences to click and browse the results. Advertising information and to participate in your activities. The effectiveness of the so-called advertising audience advertisers need is the appropriate users, the advertising target audience. Only allow you to the appropriate users to participate in advertising activities, the effect can be the best advertisement play, advertising and will be able to save the labor costs. Web advertising network media is determined by the character of the mode of transmission of traditional media advertising and the dissemination of results, Web advertising is also disseminating information to the audience to accept, accept the differences have a great effect. Web advertising is the biggest characteristic of the interaction between the receivers and optional. When the audience before moving the mouse on the computer screen to select the information initiative, many factors affect advertising in the dissemination of information. thus affecting the audience's decision, thereby affecting the advertising effect. If the well-known websites, advertising in the form of advertisement and operational skills and other factors. Audience factors include the decision to choose the content and effectiveness of fun. Always choose the audience they need to have a certain interest in the information he can. Moreover, they will select some entertaining, interesting information (such as advertisements for the games, etc.) This may be the choice of going online conditioning. These are targeted Web advertising campaign should be considered. How can we plan to allow more effective targeting click or visit your Web advertising? This Web advertising from the strategic planning process to think that traditional media advertising campaign with a certain similarities. But because the audience with a specific network of Internet media and the nature of Web advertising in the strategic planning process that combines the inherent characteristics must be considered. Overall, the first building of a planned network advertising campaign platform, and then do strategic and tactical plans. At last the design of a testing program. First, establish a Web advertising platform during the planning stage. Construction work is the first step in planning an information platform, which is the final creative advertising for the Web, performance production and website choice release the necessary strategic behavior lay a foundation. Web advertising campaign activities to build an information platform include the following aspects : 1. Information specific advertising goals. Advertising guidelines aim in the direction of the advertisement, which also set up Web advertisements. Followed by action on the advertising targets identified. Only clear the overall goal of this Web advertising, Web advertising advertising planners can decide the content, format, creative, and even the choice of the website, The advertising targets identified. For example, your Web advertising objective is to improve product profile, to let more people know your product brands. Then you have to scroll Web advertising banner or most of the choic

es to help extend targeted advertising, also more likely to choose a well-known websites. Web Advertising objectives can be met, the advertising generally can be divided into two categories. First, brand marketing, traditional media advertising, as is the dissemination of information to achieve the same means to achieve the purpose of affecting the audience. Web advertising is the second goal was a direct response to the audience. This is the Web advertising and traditional media advertising can achieve our goals and the biggest difference. And operational initiatives to enhance interaction between the audience and accept the new mode of transmission makes the spread of Web advertising can achieve results Audience timely access to information even after payment placing advertisement in the audience to reach sales goals. The mass media to attract advertisers network effect is the most attractive factors. On direct response : to let the audience come to visit sites so that they know your business. products on a Web site. On a visit to let the audience know your product sites. On fill in a questionnaire with you to conduct a market survey. On enable consumers to purchase products under the purchase order. -- Let the audience know how to use the products. These goals are clearly different Web advertising creative and design should be mastered before. Therefore Web advertising the advantages (interaction with the strong participation) in Advertising (Advertising achieve the goal) on a drenched they can give full expression. 2, the accuracy of target information. Web advertising targets determine the form of advertisements, advertising, the choice of specific sites. The advertisements will affect the final results. Advertising your product is the target consumer to decide. So dialysis product characteristics is the key to accurate positioning advertising target. Your target audience is men and women, the age of 17 or 18 youths aged around 34. college students or work in white-collar…… these targets have their own unique habits, such as the Internet, are interested in the web of information such as speed of response. With different targets must adopt different strategies for advertising, if you are targeting teenagers. They may focus on online holiday, the Internet is like playing a game. Web advertising in the media, then they should choose a juvenile planned to visit the website, consider advertising in the form of game-planning on advertising, media planning arrangements at the time of the holidays should be considered. In addition, Internet advertising targeting techniques and the quality of advertisements for the Web also determine the extent and use of technology software. Those with high educational level, dealing with network audiences, with a network of skilled techniques and the ability to easily learn how to operate this technology. They can show the complex form of Web advertising easy to master. So in Web advertising planning techniques can be expected to improve through increased Web advertising lively and interesting. Habitual use of their respective target different software, such as engineers and scientists to use the UNIX system, inventors, Artists and graphic designers used Macintosh software, used NT software development division. general staff and ordinary Internet users will prefer to use Windows system Some also use the IE browser software is sometimes used NETSCAPE. The use and application of these Web advertising software may also affect the final results and the acceptance operation. So you in the form of Web advertising and production methods should be noted at this point that strategic concept. 3, the time of competitors. "Zhiyizhibi" military planning is the essence of thinking in the network about the highly information-oriented society, it is considered a necessary prerequisite advertising war. Your competitors advertise on the Internet? Website in which they advertise? How so? Input not? Whether they are agents, etc. for the situation. Only correspond with competitors, which they were able to in Web advertising campaign targeted strategic consideration. Otherwise, the advertisement may lead to blindness, the harm is as follows : A repeat what has been done. Web advertising makes you more later after competitors advertising, others have used the advertising and creative, lost along with the attraction of advertising. B, not to closely monitor the latest moves by rivals. If your competitors from advertising to change the brand image advertising, or the implementation of a new form of advertising. and you knew nothing about this, so no timely display countermeasures. C, in time to catch the latest Web advertising dynamic. This includes the production and creative Web advertising new developments, the emergence of new Web advertising software. Information technology is currently difficult to predict the pace of development has already continuously improve and upgrade the software. there were also updated software. From a technical perspective, and Web advertising. And the technology-it is closely linked. Perhaps a software update function can be produced excellent Web advertising from the visual effect of hyperlinks. So close watch on the latest developments competitors access to the latest innovative and technological information Web advertising so that they do wily strategic planning. Capturing the latest competitors, it is technically achievable (such as search engines). Web advertising in response to your competitors planning to do a comprehensive visit, which are subject to study, do countermeasures. 4, the funds and technical support. Financial and technical support is a successful Web advertising planning and production logistics. From these two foundations, and all creative ideas are castles in the air. First, from the perspective of capital. This Web advertising is restricted and affected production, design, creativity important factors. According to the advertisement of the current advertising campaign's budget, the cost of production and capital costs including advertising costs of the website put the two pieces. Sometimes can produce a very lively and attractive Web advertising. But it would cost more than the budgeted cost of the advertisement, there is no way to achieve this is advertising. Meanwhile, the website also decided to inject funds, some well-known web site, front page, the pages have a high price in an important position. investing time in your advertising, the cost is estimated to be specific reference to different websites charges. The second technical problem, it is also restricting the production and the impact of Web advertising, design and creativity. Web advertising production and technical issues related to design, and network transmission technology, technical terminal. If you can have a Web advertisement produced a brilliant idea, but in the current technology has not yet reached. The idea loses its meaning. Another network transmission speed is too slow, technical end-users, the same factors should be considered. Sony, for example, use the Apple machines would not display GIF format, as shown by the dynamic document constitute advertising, If you produce a dynamic Web advertising is used GIF format, Sony displays some of the best advertising so users would not have the slightest use.

一篇文章给您带来一筐财富！看看上一篇是什么内容？　

www.ads4cn.com

2007-4-6