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网络广告概述所谓网络广告,是指在互联网的站点上发布的以数字代码为载体的各种经营性广告。网络广告主要有下面几种形式:一是通过电子出版物发布广告。二是开设网站直接发布商业电子信息。三是电子邮件广告。四是通过媒体经营者发布广告。五是通过个人主页发布广告。网络广告既不同于平面媒体广告,也不是电子媒体广告的另一种形式。其基本特征为:(1)在技术上,利用数字技术制作和表示,并且具有可链接性,交流方式具有双向性。(2)广告经营主体范围广,且广告主、广告经营者、广告发布者三者界限日益模糊。(3)覆盖范围广泛,种类繁多、同时隐性广告趋多且更加隐蔽。(4)自由程度比较高。正是这些特征
Overview of Online Advertising Online advertising refers to various commercial advertisements that are distributed on the Internet site and are based on digital codes. Online advertising mainly has the following forms: First, advertisements are published through electronic publications. The second is to open a website to publish commercial electronic information directly. The third is e-mail advertising. The fourth is to advertise through media operators. The fifth is to advertise through personal homepages. Online advertising is different from print media advertising and is not another form of electronic media advertising. Its basic features are: (1) Technically, digital technologies are used to produce and represent, and they are linkable, and communication methods are bidirectional. (2) There is a wide range of advertising business entities, and the boundaries between advertisers, advertising operators, and publishers are increasingly blurred. (3) Wide coverage, wide variety, and more hidden advertisements are more hidden. (4) The degree of freedom is relatively high. It is these characteristics