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Time: 2019-06-20 Source:

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China Netcom is positioned as the "Chinese Website Industry Portal" and is the spiritual home for millions of websites and tens of millions of Internet practitioners across the country. The purpose of China Netcom's network operation is: "sharing, linkage, and win-win". We hope that through our efforts, we can achieve the purpose of sharing resources with the majority of websites, joint operations, and common development and growth.

Our target audience is our target customers who have the most potential. Choosing "China Internet Network" for publicity and advertising is to face-to-face to the national websites, and its impact is certainly conceivable.

"China Internet Network" Features

The readers of "China Internet Network" are mainly tens of millions of network practitioners across the country, as well as high-level social high-level people who pay attention to network communication. Publicity on this "China guides the nation's first media to promote the healthy development of Internet communication" is to publicize yourself face-to-face with Internet people across the country. It will have unexpected results and gain unexpected surprises.

Reasons to choose "China Internet Network"

1.Best advertising price

"China Internet Network" uses tens of millions of network practitioners across the country, as well as the main services and audiences of social high-level high-level people who pay attention to network communication. In addition to being extremely authoritative, it is more about public welfare and service. Therefore, the price and The biggest difference between some other media and websites is that they are cheap and good quality. Our price is only about 30% of the same size website.

2. The most sincere partner

In addition to undertaking advertisements issued by enterprises and organizations, we attach more importance to cooperation and interaction with relevant units, such as the establishment of strategic partnership alliances (partners will not only enjoy special offers in publicity, they will also have the opportunity to participate in the website specifically for A series of activities planned by it to achieve interaction between the two parties) For example, special interactive activities such as online referral activities and online surveys, as well as co-organized activities, not only enable advertisers to obtain targeted positioning referral services more accurately, but also The value of intangible assets of the enterprise was realized through the survey results.

3. Advertising form and price

Picture-in-picture picture-in-picture information is broadcast on the homepage or column homepage, which has a large area. The performance content is also relatively rich. Often viewers get their attention while reading the news. It is suitable to use jpg, gif file format. The size is 350 × 250 pixels.

China Net Home 83,000 yuan / day
Home page of each section 5000 yuan / day

The hurdle information is broadcast on the homepage of the website, which has a strong visual impact and can attract the attention of the viewer. Most of the information is in Gif, jpg, swf file format. There are 3 specifications according to the settings of the page: 530 × 100 pixels, 560x100 pixels, 770 × 80 pixels.

China Net Home 17,000 yuan / day

Full-screen contraction Full-screen contraction is broadcast on the homepage of each column. After opening the browse page, the information content is displayed in full screen and gradually shrinks to disappear or shrink to a fixed advertising space (banner or button advertisement). Very expressive. The size is 770 × 600 pixels.

Home of each column 3000 yuan / hour

The cursor information is broadcasted on the channel and column homepage. By default, it moves with the scroll bar on the right side of the browser. Its expression is flexible and can greatly meet the needs of proprietors to publicize their image. It can use Swf, Gif, Jpg and other file formats. . 80 x 80 pixels

China Net Home 3000 yuan / day
Home page of each channel and section 2700 yuan / day

Skyscrapers Skyscraper information is broadcast on the right side of the text layer. It has a rectangular shape and is more eye-catching. It can carry more creative expressions than button information. It can use Swf, Gif, Jpg and other file formats. The size is 150x300 pixels.

China Net Home 5000 yuan / day
Home page of each channel and section 4,000 yuan / day

Classic advertisement

Banner Banner information (banner) is the earliest form of online advertising. Image files created in GIF, JPG, swf and other formats are positioned on the homepage of the website and at the top of each level or text page. The viewer will notice this position first. Information. It can also use Java and other languages to make it interactive, and use plug-in tools such as Shockwave to enhance expressiveness. The size is 468 × 60 pixels.

China Net Home 20,000 yuan / day
Home of each channel section 13,000 yuan / day
Home page of each section 8000 / day

Button information (icon) Button information is broadcast on various pages. The presentation form is small and the cost is relatively low, but like banner ads, languages such as Java can be used to make it interactive, and flash can be used to enhance expression. File formats such as Swf, Gif, and Jpg can be used. The specifications are 165 × 50 pixels, 100 × 50 pixels, and 80 × 80 pixels.

Icon A: 165 × 50 pixels

China Net Home 2,000 yuan / day
Home page of each channel and section 1,000 yuan / day

Icon B: 100 × 50 pixels

China Net Home 1700 yuan / day
Home page of each channel and section 1,000 yuan / day

Icon C: 80x80 pixels

China Net Home 1300 yuan / day
Home page of each channel and section 700 yuan / day

Text link Text link information is a form of online advertising that is least disruptive but effective. The entire online advertising community is looking for new forms of broadband advertising, and sometimes the smallest bandwidth and simplest form of advertising works best. At the same time, a wonderful text idea can attract the attention of many viewers.

China Net Home 1700 yuan / day
Home page of each channel and section 1300 yuan / day

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New trends in advertising

One of the important concepts of advertising marketing is "to deliver the right message to the right people at the right time." As an advertising carrier and medium, the advertising medium serves as a communication channel with target consumer groups. And the bandwidth construction has gradually matured, and the capabilities that online advertising can show have also emerged one by one. Online advertising boomed at the end of the 90s of the last century. The income of this emerging industry began to increase rapidly with an annual increase, reaching a peak of $ 8.1 billion in 2000. The Internet was eventually recognized as a viable advertising medium, becoming the fourth largest advertising medium after TV broadcasts, newspapers and magazines, and outdoor advertising.

The reason why online advertising has shown more and more advantages is gradually being favored by most advertisers and consumers, which is determined by the particularity of online media and increasingly changing lifestyles. The Internet will become the most important source for people to obtain information, and it is also becoming a fashionable place for people to engage in interactive entertainment and leisure. Therefore, online advertising will affect people's consumer life in a subtle way.

Comparison between online media and traditional media

Spread Transfer form aging save Information capacity Memory Release cycle Audience Receive information Anti-interference Territoriality Pass-through
broadcast sound 15-30 seconds difficult 45-90 words / 30 seconds low 1 week Difficult to count passive difference no Brand Tips
TV Sound dynamic picture 15-30 seconds difficult 45-90 words / 30 seconds in Weeks Difficult to count passive difference no Brand Tips
newspaper Text / picture Within 8 hours of the day of issue easily Hundreds of words high 1 week Millions of copies initiative Strong Have Product notification
The internet Text / picture sound / picture 24 hours a day easily Unlimited information high immediate Millions initiative Strong no Product notification brand tips

Advantages of online advertising

1) The widest spread

The spread of online advertising is not limited by time and space. It spreads advertising information to the world 24 hours a day through the Internet. As long as the Internet is available, anyone can read it anywhere. This is not possible with traditional media.

2) Strong interactivity

Interactivity is the biggest advantage of Internet media. It is different from the one-way transmission of information in traditional media. It is the interactive transmission of information. Users can obtain information that they think is useful. Manufacturers can also get valuable user feedback information at any time.

3) Strongly targeted

According to the analysis results, the audience for online advertising is the youngest, the most dynamic, the most educated, and the strongest purchasing power. Online advertising can help you directly hit the most likely potential users.

4) The number of audience can be accurately counted

Using traditional media for advertising, it is difficult to know exactly how many people received the advertising information, and on the Internet, it is possible to accurately count how many users have seen the advertisements of each customer through an authoritative and fair visitor traffic statistics system, and these users The time distribution and geographical distribution of the reference will help the merchants to correctly evaluate the effectiveness of advertising and review the advertising strategy.

5) Real-time, flexible and low cost

It is difficult to change after publishing in traditional media. Even if it can be changed, it often has to pay a large economic price. Advertising on the Internet can change the content of advertisements as needed. In this way, changes in business decisions can be implemented and promoted in a timely manner.

6) Strong sensory

The carrier of online advertising is basically a multimedia, hypertext format file. The audience can learn more detailed information about a product of interest, so that consumers can personally. Experience products, services and brands. This transmission of multi-sensory information in the form of pictures, text, sound, and images allows customers to feel the goods or services as if they were there, and can be booked, traded and settled online, which will greatly enhance the effectiveness of online advertising. .

Comparison between online advertising and traditional advertising

A. Network characteristics: massive, interactive, timely replacement of information, unification of immediate and persistent.

Massive--The network connects computers all over the world. It is a global information transmission network composed of various networks throughout the world in accordance with a unified communication protocol, covering a wide range of time and regions. limit. The amount of information provided by advertisers on the Internet is unlimited. Advertisers or advertising agencies can provide thousands of pages of advertising information and instructions without having to worry about the costly advertising costs per minute per second increase on traditional media.

Interactive and timely replacement of information-Behind a small advertising banner on the Internet, advertisers can refer to their company and all its products and services, including product performance, price, model, appearance, etc. All the detailed information described by your audience is made into a web page and placed on your own website. It can be said that under a certain fee (paid for storing advertising banners on other websites), advertisers can increase advertising information without restrictions. This is unimaginable in traditional media.

Real-time-Online media has the function of changing information at any time. Advertisers can change the advertising information at any time according to their needs. Advertisers can adjust product prices and product information within 24 hours, and can instantly disseminate the latest product information to consumers. And online media can also save advertising information for a long time. Advertisers have established a website about products that can be kept forever, waiting for consumer inquiries at any time. Thus realizing the unity of real-time and persistence.

B. User characteristics: Complementary to traditional media users, you can reach the dead end of propagation

Advertising targets are based on consumer demand preferences, differences in purchasing behavior and purchasing habits, and according to certain segmentation criteria, the overall market is divided into several consumer groups with different needs and wishes.

Traditional media such as television, radio, and newspapers may have certain programs or sections targeted at specific consumers, but as far as the entire media is concerned, its targets are almost universal, including all ages and cultural levels. Consumers of all income levels and levels of life.

Because of its requirements on the operator's physical equipment, its requirements on the operator's cultural level, and its requirements on the operator's economic income, the network naturally made the first level of market segmentation for the vast number of consumers. China has isolated the Internet user, a consumer group with certain common characteristics.

Because of its requirements on the operator's physical equipment, its requirements on the operator's cultural level, and its requirements on the operator's economic income, the network naturally made the first level of market segmentation for the vast number of consumers. China has isolated the Internet user, a consumer group with certain common characteristics.

According to statistics released by the China Internet Network Information Center (CNNIC) in January 2000, among Chinese Internet users, 4/5 are male and 1/5 are female; the age is mainly distributed between 21-35; unmarried and already The marriage ratio is about 2: 1; the geographical distribution of users is mainly in economically developed areas such as Beijing, Shanghai, Guangdong, Jiangsu, Jiangsu, Zhejiang;

From the above data, it can be seen that most of the Internet users are middle-aged and young people in middle- and high-income groups with higher cultural standards and professional levels in economically developed regions. They are the main customer groups for durable consumer goods, real estate, travel products, and consumer goods in the entire market.

Pay attention to understanding the characteristics of online users. Therefore, online advertisements made against them are more effective than traditional media advertisements, and it is easier to make the coverage match the distribution of target consumers.

C. In-depth communication and accurate advertising

The accuracy of online advertising includes two aspects. On the one hand, the accuracy of the target market for advertisers. The network is actually made up of groups one by one. Members of these organizations often share common hobbies and interests, and formally target customer groups after market segmentation. Advertisers can place specific product advertisements on sites with corresponding consumers, with clear target markets, so as to be targeted. And the information audience will pay more attention to such information because the advertising information is related to their profession. Another aspect is the accuracy of the advertising audience. There is a fee for surfing the Internet. When consumers browse the site, they will only choose the advertising information that really catches their interest, so the accuracy of online advertising information reaching the audience is high.

D. Effectiveness measurement: You can clearly know whether the audience number and information performance are welcome

The billing method for TV, radio, newspaper and other traditional media advertisements is calculated on the basis of the viewing and listening rate or circulation reading rate. Advertising cost = CPM * Media contacts (view rate or circulation) / 1000. Affected by traditional media charging methods, most network media service providers have followed this model, with advertising graphics being displayed on the client computer 1,000 times as a basis for billing.

Although the CPM billing method was transplanted from the traditional media to the network, it has played a greater role and effectiveness on the network than on the traditional media. Traditional media cannot make detailed and accurate statistics on the number of people actually exposed to advertising information. No matter how fair and detailed the survey and statistical work of the third party is, the media reading rate obtained in the end is only an approximate value. Online media can accurately count the number of times an ad is seen by readers. Advertisers who make advertisements on a certain section of the newspaper pay according to their circulation, but may not even know how many people saw the advertisement. The website can accurately count how many people viewed this page with ads.

Advertisement in traditional media, some people say, obviously know that half of my advertising money is wasted, but the problem is that I do not know which half wasted. Advertising on the Internet does not cause this problem.

Compared with the CPM billing method preferred by network service providers, advertisers prefer another billing model CPC for online advertising, namely COST PER ONE THOUSAND CLICK-THROUGH cost per thousand clicks. It is a billing model based on 1,000 times that an ad graphic is clicked and connected to a related URL or detail page. This way can better reflect whether the advertisement really attracts consumers' attention and arouses their desire to buy; whether the advertisement really produces results. Therefore, although the cost is higher than the CPM, it has become the most popular online advertising charging model for advertisers.


Editor:

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