Dotcom Marketers Keep the Faith

网络营销者保持信心 （4）

IN THIS ARTICLE: Two Internet advertising experts from San Francisco are instructing the world on the rights and wrongs of Internet advertising strategies.

本文简介：两位来自旧金山的互联网广告业专家对全世界讲述了网络广告策略的是与非。——编者

[16] Programs provided by FCB San Francisco can cost anything from $ US 175,000 (RMB ￥1.4 million) upwards, and the pair say research shows the key is the limit for online budgets.

[17] Unlike offline advertising, where performance levels off at a certain level of spending, e-advertising seems to grow exponentially with increased spending.

[18] Although the Internet strategies follow the standard 1:3 ratio of conventional advertising campaigns (roughly three times more should be spent on placing advertising in the various media such as television or newspapers than on the production of the advertising campaign), the cost to clients comes before--and after--the online campaign.

[19] "You have to truly understand your audience and your business. The Internet strategies will only be successful in the context of hard objectives," Cabanillas says. "The real expenditure comes from thoroughly researching your target market, and then the follow-up work to monitor exactly how it's working," George adds, "Researching where you can place your banner ads, for example, is very important. There may be thousands of obscure websites that come up from search engines but they could be favoured fan sites that are constantly visited by your audience."

[20] The two San Francisco advertising executives say Internet advertising is moving away from the gay/straight, black/white audience identifiers of old towards "psycho-graphic consumer groups--a more complex consumer profile.

[16]由FCB旧金山营业处所提供的程序可能要花费不少于175，000美元(140万元人民币)的资金。两位专家说，调查显示在线预算的上限是关键。

[17]"离线"广告的运作是在一定支出水平上扯平的；与此不同，电子广告的效用似乎是随支出的增加而呈指数形式的提高。

[18]尽管网络广告策略遵从传统广告运作中1：3的比例标准(即，将广告通过诸如电视或报纸等各种媒体发布，所支出的费用约为广告本身制作费用的3倍)，但是对客户的支出在上线运作之前和运作之后，都必须进行。

[19]"你必须真正了解你的客户和你手上的生意。网络广告策略只有具有明确的目标才能成功。"卡布尼拉斯说。"真正的花销来自全面考察目标市场以及随后对其运作状况的仔细监控。"乔治补充道："举例来说，找到在哪里放置你的标题广告就非常重要。通过搜索引擎你也许会发现成千上万不出名的网站，但它们却有可能成为被你的用户经常访问的热门站点。"

[20]这两位旧金山的广告专家认为，网络广告正在脱离对同／异性恋、黑／白人种的不同受众区别对待的旧模式，转而面向以"心理图解"--一种更为复杂的消费者图表来划分的消费群体。 [21]"在设置在线广告时，我们可以将电视游戏玩家作为对象，而不必考虑观众的差别 (如种族、性别等)。"