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一、引言伴随着Internet和电子商务的发展,网络营销正发挥着越来越重要的作用,而作为网络营销的主要手段——网络广告也得到了迅速的发展。网络广告是指利用国际互联网这种载体,通过图文或多媒体方式,发布的营利性商业广告,是在网络上发布的有偿信息传播。网络广告与电视、广播、报纸、杂志等媒体的广告相比具有以下特点:传播范围广、交互性强、针对性强、受众数量可准确统计、实时、灵活、成本低、强烈的感官性。网络广告最先于1994年出现在美国,以美国著名的Wired杂志推
I. INTRODUCTION With the development of the Internet and e-commerce, online marketing is playing an increasingly important role. As the main means of online marketing, online advertising has also been rapidly developed. Online advertising refers to the use of the Internet as a carrier to generate profitable commercial advertisements through graphic or multimedia methods. It is paid information dissemination on the Internet. Compared with advertisements in television, radio, newspapers, magazines and other media, online advertising has the following characteristics: wide dissemination, strong interactivity, strong pertinence, accurate statistics of audience, real-time, flexibility, low cost, and strong senses. Online advertising first appeared in the United States in 1994 and was promoted by the famous Wired magazine in the United States.