网络广告的信息价值增值  

The Information Value Rising of Internet Advertising

作　　者：刘大年[1] 刘千桂[2] 

机构地区：[1]中国传媒大学编辑出版研究中心,北京100024 [2]北京印刷学院出版传播与管理学院,北京102600

出　　处：《南京邮电大学学报（社会科学版）》2008年第4期27-31,共5页Journal of Nanjing University of Posts and Telecommunications(Social Science Edition)

摘　　要：网络广告是基于网络平台的广告信息传播以及广告信息价值增值活动。网络平台是受众参与传播信息和体验商品价值的良好舞台,因此,网络广告的信息传播过程同时也是信息价值的不断增值过程,即网络广告同时应当强调信息资源的深度挖掘、信息资源的增殖开发、信息资源的价值提炼和核心信息价值链的构建。Internet advertising is information dissemination and value-rising activities based on internet platform, which is an excellent stage for the audience to participate in information dissemination and learn the value of commodities. So Internet advertising is both a process of information communication and that of information rising. In other words, the deep excavation, the proliferation development, and the value refining of information resources, as well as the building of the core value chain, should be emphasized in Internet advertising.

关 键 词：网络广告 信息增值 广告价值 

分 类 号：F713.8[经济管理—广告]