| 浅析网络广告效果评价方法 |
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| 引用本文： | 邓文峰,周朝民. 浅析网络广告效果评价方法[J]. 上海管理科学, 2005, 27(4): 13-15 |
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| 作者姓名： | 邓文峰 周朝民 |
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| 作者单位： | 上海交通大学;上海交通大学 |
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| 摘 要： | 随着网络广告应用的不断发展,广告效果也越来越为广告主们所关注,点击率等传统指标已经不能完全说明网络广告的效果。本文认为广告效果由被点击与未被点击两部分构成。文中介绍了网络广告的主要形式,借鉴点击率和转化率,提出利用有效到达率来探讨网络广告真正到达有效受众的比率。
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| 关 键 词： | 网络广告 广告效果 有效到达率 点击率 转化率 |
On the Measurements of Online Advertisement Effectiveness |
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| DENG Wen-feng,Zhou Chao-min. On the Measurements of Online Advertisement Effectiveness[J]. Shanghai Managent Science, 2005, 27(4): 13-15 |
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| Authors: | DENG Wen-feng Zhou Chao-min |
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| Affiliation: | Deng Wen-feng Zhou Chao-min |
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| Abstract: | With the development of Online Advertisement, advertiser are more and more focusing the ad effectiveness, traditional index like CTR can not describe the effectiveness of online ad completely. The paper argues that ad effectiveness based on clicked and unclicked. The paper introduces the main formats of online ad, taking CTR and CR for reference, and then discusses the proportion of effective accepter of online ad with the Effective Arrival Rate. |
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| Keywords: | Online Ad Ad Effectiveness Effective Arrival Rate Click-Through Rate Conversion Rate |
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