摘要
随着网络时代的到来,越来越多的快递企业选择了网络媒体来投放广告。一个行之有效的网络广告投放效益评价体系对于快递企业的广告投放而言尤显重要。网络广告效果评估的首要工作就是获得统计数据。但是目前这方面的文献还很少。本文建立了快递企业投放网络广告收益数据获取的模型,并举例说明如何使用该模型。该模型本身具有一定的通用性,进行一些处理后也可以用于别的行业。
Nowadays more and more express firms advertise their business on internet. An effective assessment tool is thus essential for guiding web advertising decision making. The first and foremost task for assessing online advertisement is to acquire statistical data. But the existing literature on this topic is unfortunately, very limited. This paper thus develops an Express firm Web Advertisement Revenue Data Acquisition （EWARDA） model. An example is provided. The EWARDA is a general model thus, if modified, can provide guidance for aiding the web advertising decision making of other firms as well.
出处
《电子商务》
2007年第5期72-75,共4页
E-Business Journal
关键词
快递企业
网络广告
效果评估
数据获取
Express firm
internet advertising
assessment
data collection
