《实用电子商务英语》unit9.pptxVIP

实用电子商务英语;Learning Objects;CONTENTS;CONTENTS;Part Ⅰ Lead-in;Lead-in;Lead-in;Part Ⅱ Reading; Advertising is an attempt to disseminate1 information in order to effect a buyer-seller transaction. In a traditional sense, advertising was impersonal2, one-way mass communication or mass marketing, which was paid for by sponsors3. Telemarketing and direct mail were attempts to personalize4 advertising in order to make it more effective. These direct marketing approaches5 worked fairly6 well but were expensive. The Internet redefined7 the meaning of advertising. The Internet has enabled consumers to interact directly with advertisers8 and advertisements. In interactive9 marketing, a consumer can click with his or her mouse on an ad for more information or send an e-mail to ask a question. The Internet has provided the sponsors with two-way communication and e-mail capabilities, as well as allowing the sponsors to target specific groups on which they want to spend their advertising dollars, which is more accurate10 than traditional telemarketing; finally, the Internet enables a truly one-to-one advertisement.; Several of the major methods used for advertisements are: Banners Banners advertising is the most commonly used form of advertising on the Internet. As you surf your way through the information superhighway11, banners are everywhere. The file size of the image should be about 7kb to 10kb. The smaller the file size, the quicker it loads. Designers of banners pay a lot of attention to the size of the image because long downloading time may cause a viewer to become impatient and move on before the banners is fully displayed. Typically, a banner contains a short text or graphical message to promote a product. Advertisers go to great lengths to design a banner that catches consumers’ attention. With the progress of Internet programming we are starting to find banners with video clips and sound. Banners contain links that, when clicked on, transfer