互联网广告类型及其广告媒体特性研究  

Internet Research of Adverting Type and Adverting Media Characteristic

作　　者：邱文中[1] 

机构地区：[1]湖南理工学院新闻传播学系,岳阳414006

出　　处：《新闻界》2007年第6期157-158,共2页Journalism and Mass Communication

摘　　要：互联网广告的形式主要为四种基本类型:干扰型广告、融入型广告、关联型广告、主题型广告。本文将互联网媒体界定为直效型媒体、事件型媒体与认知型媒体,以帮助我们廓清互联网媒体在营销传播中的地位与角色。The paper analyzes the four kinds of internet advertising types according to its communication attributes: the disturbance advertising, the melting advertising, the connection advertising, the subject advertising. And the paper sums up internet media as the direct marketing media, the event marketing media and the cognition media which may guide us for- mulating the better marketing and communication plan.

关 键 词：互联网 广告类型 广告媒体特性 

分 类 号：G206[文化科学—传播学]