Online advertising brand effectiveness of communication.docVIP

Online advertising brand effectiveness of communication Abstract The spread of online advertising brand effectiveness mining were discussed. Keywords online advertising brand communication effects Brand image in today’s market economy, the most popular topic, it is not only great concern by the company, high level of interest among consumers, but also caused great attention from relevant government departments, it has even been elevated to the revitalization of the national spirit and national level. With the interactive nature of the network lead to a new brand communications revolution, more and more enterprises are beginning to realize the network of the important role of business development, online advertising has thus become the object of pursuit racing business and commercial competitive advantage weapon. Since March 1997 the website of IBM in the Chinabyte published since our first online advertising, online advertising in China has begun the horizon, followed by a rapid development. Internet advertising revenue in 2004 from 2.1 billion up to 2008 18.06 billion yuan, an increase of 5 years, 86 times the rate of increase market share, has been far more than the traditional media of newspaper advertising growth. Therefore, the author explores the spread of online advertising for the brand’s unique strengths and take advantage of unique online advertising advantage to carry out effective brand communication to promote our website and to further enhance the market competitiveness of enterprises. First, the spread of online advertising brand image errors So far, online advertising Internet advertising in brand image transmission there exists a big misunderstanding, the misunderstanding, mainly clickthrough rate (Clzck Through) the image of Internet advertising as an important indicator of effectiveness. But more and more sensible advertising people aware of the misleading practices, especially designed to spread the brand image in terms of Internet