精品文档---下载后可任意编辑网络广告效果评估摘要：网络广告在过去的几年中开展事态良好，取得了骄人成绩。而如今，落后的网络广告效果评估在某种程度上已经成为网络广告进一步开展的严重障碍，所以本文试图对网络广告效果评估进行探讨。本文在明确网络广告效果评估的特点和意义后，提出了网络广告效果评估的原那么；然后从传播效果、经济效果和社会效果三个方面详细介绍了网络广告效果评估的内容指标；接着对评估方法进行了探讨；最后简单提了一下网络广告效果评估所需数据的获得方式。 关键词：网络广告 网络广告效果 网络广告评估 Abstract：In the passed years，web advertising has grown well and made delightful performance. While nowadays, the undeveloped measurement for web advertising effectiveness is becoming a barrier to some extent that blocks the development of web advertising. Therefore, the article tries to explore the problem of measurement for web advertising effectiveness. After describing the characters and significances of measurement for web advertising effectiveness, the article proposes the principles, which the activity of measurement should abide by. Then it introduces the effectiveness measurement indexes from the three aspects of transmit effectiveness, economic effectiveness and social effectiveness. It is followed by the exploration of measurement methods. In the last, it simply mentions the manners that acquire the data applied in the measurement. Key words：Web Advertising, Web Advertising Effectiveness, Web Advertising Measurement 20 世纪末，随着 Internet 在全世界的飞速开展，网络广告异军突起，成为 21 世纪最有希望、最具活力的新兴广告形式。在过去的短短几年之间，网络广告业取得了快速增长。1995 年美国的网络广告支出为 5000 万美元，1999 年到达了 42 亿美元，2000 年到达 79 亿美元，占广告总额的 4%，估量到 2024 年将到达 10%。据海外媒体报道，美国加特纳调查公司的一项最新调查显示，到 2024 年，网上广告业的收入将到达 188 亿美元。我国网络广告业...
