WWW作为广告新媒体的运用与传播特性分析  

Application of WWW as a New Advertising Media and Analysis of Its Communication Characteristic

作　　者：刘萍[1] 何佳讯[2] 张琪 

机构地区：[1]上海市医学会图书馆,上海200040 [2]华东师范大学信息学系,上海200062

出　　处：《情报科学》1998年第3期200-206,共7页Information Science

摘　　要：营销传播在市场经济体制下的企业竞争中具有十分重要的地位。而信息技术的发展带来了新的信息环境与传播渠道,改变了企业传统营销传播企划的格局。本文介绍了因特网的重要组成—万维网(WWW)作为广告新媒体的应用现状,并从传播学的角度比较分析了它和传统媒体与传播方式之间的差异。Marketing communication plays an important role in enterprise competition under the market economic system. The development of information technology brings about new environment of information and channels of communication. It changes the patterns of traditional marketing communication planning in enterprises. This paper introduces the current situation of the application of WWW (an important part of Internet) as a new advertising media. Meanwhile, this paper compares it with traditional media and communication means, and analyzes their differences from the angle of communication science.

关 键 词：信息技术 媒体 传播 广告宣传 WWW 

分 类 号：TP393[自动化与计算机技术—计算机应用技术] F713.8[自动化与计算机技术—计算机科学与技术]