媒体论文参考文献

媒体论文参考文献

　参考文献是在学术研究过程中，对某一著作或论文的整体的参考或借鉴。征引过的文献在注释中已注明，不再出现于文后参考文献中。我整理了媒体论文参考文献，希望对你有用。

　 ?参考文献

　[1]刘扬。 新媒体语境下的网络影视剧传播与本体美学特征 [J]民族艺术研究 2010.05:160-164.

　[2]陈共德。 我国新媒体**发展路径分析 艺术评论 [J] 2012.03:45-50.

　[3]陈思羽，姜东波。 论影视媒体的新媒体化转型[J] 艺术百家 2012.02:Z2.

　[4]宁翔。 论新媒体广告的现在与未来 [J] **评介 2009.17:75.

　[5]权亚楠。 微**流行性成因分析 [J] **评介 2012.06:37-38.

　[6]姜燕。 新媒体对新世纪十年中国**制作的影响 [J] 现代传播 2011.11:106-109.

　[7]陈吉。 一场失却了灵魂的杂耍--新媒体时代的中国**批判[J] 探索与争鸣2011.07:71-73.

　[8]石磊。 新媒体概论[M]. 北京：中国传媒大学出版社，2009:1-5.

　[9]郭宇靖，张家正。 微**：商业色彩下的**梦 [J] 中国传媒科技 2012.04:60.

　[10]齐伟。 微博与华语**营销的新选择 [N] 北京**学院学报 2011.06:2-8.

　[11]刘瑞红，梁锐。 影视领域中新媒体的发展现状分析 [J] **文学 2012.12:6-7.

　[12]未知作者。 从影视到影像--北京**学院首届“新视像·新媒体艺术节 [J] 北京**学院学报 2005.05

　[13]吴徐君。 综合性院校影视和新媒体专业人才培养模式探讨 [J] **文学 2010.04:158-159.

　[14]孔彬。 消费电子技术发展对广播影视新媒体的影响 [J] 广播与电视技术 2010.08:86-93.

　[15]未知作者。 上海**节巴塞罗那首度跨界举办新媒体论坛 [J] 互联网天地 2012.03:63.

　[16]李鹏。 互联网--第二媒介时代纪录片发展的新纪元 [J] **评介 2011.10:94-95.

　[17]甘美忠。 消费电子技术发展对广播影视新媒体的影响 [J] 计算机光盘软件与应用2011.03:130.

　[18]唐乘花，肖凭。 浅论微**在企业营销中的运用 [J] 消费导刊 2012.05:136-137.

　[19]刘新业。 新媒体环境下的影视传播变革 [N] 沈阳大学学报 2011.06:86-87.

　[20]张名章。 网络剧的'艺术生成与美学特征 [J] 民族艺术研究 2011.05:122-127.

　[21]未知作者。 新媒体，人人看**？人人做**？[J] 中国传媒科技 2011.06:18.

　[22]林三芳。 新媒体环境下国产**的平民化路线-兼论新媒体对国产**平民化的影响[J] 当代文坛 2012.02:89-92.

　[23]韩学周，马萱。 新媒体营销在**中的推广应用--以《失恋 33 天》为例 [J] 北京**学院学报 2012.02:105-107.

　[24]谷国庆。 **发行的新媒体渠道 [J] 北京**学院学报 2011.01:8-10.

　[25]黄凌子。 影像、网络与大众--以《11 度青春》为例看”新媒体**“现象 南京艺术学院学报（音乐与表演版）[J] 2011.02:158-162.

　[26]卢志强，张丽。 新媒体冲击下的影视与音乐产业 [J] **评介 2008.10:79.

　[27]秦翼。 新媒体时代**趣味的多元化转变 [J] 南京艺术学院学报（音乐与表演版）2008.03:13-17.

　[28]柳婷婷。 网络新媒体**评论概析 [J] **评介 2012.18:18-27.

　[29]向勇，李天昀。 试论新媒体**的版权保护问题 [J] 艺术评论 2012.03:55-61.

　[30]未知作者 新媒体：人人看**，人人做**[J] 中国传媒科技。2011（6）Christina Fan. Twitter Used to Predict Box Office Revenues. [OL] 2012.4.1

　[31]Seung-Bo ParkKyeong,Jin OhGeun-Sik Jo .Social network analysis in a movie using character-net. [J] Multimedia tools and applications 2012.02

　[32]Ufuk SakaryaZiya TelatarA.,Aydin Alatan. Dominant sets based movie scene detection.[J] Signal Processing 2012.01

　[33]Delon, J. Movie and video scale-time equalization application to flicker reduction.[J] IEEE Transactions on Image Processing 2006.01

　[34]Ufuk SakaryaZiya TelatarA. Aydin Alatan .Dominant sets based movie scene detection.[J] Signal Processing 2012.01

;

关于网络广告的英文文献

四川中低档白酒市场分析及中小型企业品牌推广浅析 余江 西南大学 硕士西南大学 2011-05-25

2 基于品牌推广思维的图书馆标志系统构建 王蔚 广东商学院图书馆 期刊图书馆学研究 2007-06-10 0 49

3 我国体育赞助企业品牌推广的方略研究 高晓波; 陈小慧; 刘幼珠 华南理工大学体育学院; 华南理工大学公共管理学院; 华南理工大学理学院 期刊成都体育学院学报 2010-06-20 0 174

4 以消费主体为导向的品牌推广——从青年消费心理看凌志在美国的品牌推广 李琴; 李彬彬 江南大学设计学院; 江南大学设计学院 江苏无锡; 江苏无锡 期刊郑州航空工业管理学院学报(社会科学版) 2005-08-30 1 213

5 品牌推广与消费心理 段雅萍 复旦大学社会发展与公共政策学院 期刊科技情报开发与经济 2009-12-15 0 274

6 菏泽电信天翼品牌推广研究 李光 山东大学 硕士山东大学 2010-03-25 0 64

7 我国体育赛事品牌推广机制研究——兼议CBA赛事的品牌推介 何成莲 广东海洋大学体育与休闲学院 期刊南京体育学院学报(社会科学版) 2010-04-15 0 200

8 交互媒体在企业品牌推广中的研究与应用 万韬 北京印刷学院 硕士北京印刷学院 2010-11-01 0 45

9 快速消费品网络品牌推广研究 沈琦 苏州大学 硕士苏州大学 2009-05-01 0 510

10 沃尔沃归队吉利后在中国的品牌推广策略 李佳宝 上海外国语大学国际工商管理学院 期刊科技情报开发与经济 2010-09-25 0 141

11 图形创意与品牌推广 毛秋惠 天津商业大学 期刊艺术与设计(理论) 2008-08-15 1 141

12 解读阿迪达斯的网络品牌推广策略 唐阿君 江西师范大学美术学院 期刊装饰 2011-01-01

online advertising

online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.

Competitive advantage over traditional advertising

One major benefit of online advertising is the immediate publishing of information and content that is not limited by geography or time. To that end, the emerging area of interactive advertising presents fresh challenges for advertisers who have hitherto adopted an interruptive strategy.

Another benefit is the efficiency of advertiser's investment. online advertising allows for the customization of advertisements, including content and posted websites. For example, AdWords and AdSense enable ads shown on relevant webpages or aside of search results of pre-chosen keywords. Another is the payment method. Whatever purchasing variation is selected, the payment is usually relative with audiences' response.

Purchasing variations

The three most common ways in which online advertising is purchased are CPM, CPC, and CPA.

CPM (Cost Per Impression) is where advertisers pay for exposure of their message to a specific audience. CPM costs are priced per thousand impressions, or loads of an advertisement. However, some impressions may not be counted, such as a reload or internal user action. The M in the acronym is the Roman numeral for one thousand.

CPV (Cost Per Visitor) or (Cost per View in the case of Pop Ups and Unders) is where advertisers pay for the delivery of a Targeted Visitor to the advertisers website.

CPC (Cost Per Click) is also known as Pay per click (PPC). Advertisers pay each time a user clicks on their listing and is redirected to their website. They do not actually pay for the listing, but only when the listing is clicked on. This system allows advertising specialists to refine searches and gain information about their market. Under the Pay per click pricing system, advertisers pay for the right to be listed under a series of target rich words that direct relevant traffic to their website, and pay only when someone clicks on their listing which links directly to their website. CPC differs from CPV in that each click is paid for regardless of whether the user makes it to the target site.

CPA (Cost Per Action) or (Cost Per Acquisition) advertising is performance based and is common in the affiliate marketing sector of the business. In this payment scheme, the publisher takes all the risk of running the ad, and the advertiser pays only for the amount of users who complete a transaction, such as a purchase or sign-up. This is the best type of rate to pay for banner advertisements and the worst type of rate to charge. Similarly, CPL (Cost Per Lead) advertising is identical to CPA advertising and is based on the user completing a form, registering for a newsletter or some other action that the merchant feels will lead to a sale. Also common, CPO (Cost Per Order) advertising is based on each time an order is transacted.

Cost per conversion Describes the cost of acquiring a customer, typically calculated by dividing the total cost of an ad campaign by the number of conversions. The definition of "Conversion" varies depending on the situation: it is sometimes considered to be a lead, a sale, or a purchase.

CPE (Cost Per Engagement) is a form of Cost Per Action pricing first introduced in March 2008. Differing from cost-per-impression or cost-per-click models, a CPE model means advertising impressions are free and advertisers pay only when a user engages with their specific ad unit. Engagement is defined as a user interacting with an ad in any number of ways.[1]

Though, as seen above, the large majority of online advertising has a cost that is brought about by usage or interaction of an ad, there are a few other methods of advertising online that only require a one time payment. The Million Dollar Homepage is a very successful example of this. Visitors were able to pay $1 per pixel of advertising space and their advert would remain on the homepage for as long as the website exists with no extra costs.

Floating ad: An ad which moves across the user's screen or floats above the content.

Expanding ad: An ad which changes size and which may alter the contents of the webpage.

Polite ad: A method by which a large ad will be downloaded in smaller pieces to minimize the disruption of the content being viewed

Wallpaper ad: An ad which changes the background of the page being viewed.

Trick banner: A banner ad that looks like a dialog box with buttons. It simulates an error message or an alert.

Pop-up: A new window which opens in front of the current one, displaying an advertisement, or entire webpage.

Pop-under: Similar to a Pop-Up except that the window is loaded or sent behind the current window so that the user does not see it until they close one or more active windows.

Video ad: similar to a banner ad, except that instead of a static or animated image, actual moving video clips are displayed.

Map ad: text or graphics linked from, and appearing in or over, a location on an electronic map such as on Google Maps.

Mobile ad: an SMS text or multi-media message sent to a cell phone.

In addition, ads containing streaming video or streaming audio are becoming very popular with advertisers.

E-mail advertising

Legitimate Email advertising or E-mail marketing is often known as "opt-in e-mail advertising" to distinguish it from spam.

Affiliate marketing

Main article: Affiliate marketing

Affiliate marketing is a form of online advertising where advertisers place campaigns with a potentially large number of small (and large) publishers, whom are only paid media fees when traffic to the advertiser is garnered, and usually upon a specific measurable campaign result (a form, a sale, a sign-up, etc). Today, this is usually accomplished through contracting with an affiliate network.

Affiliate marketing was an invention by CDNow.com in 1994 and was excelled by Amazon.com when it launched its Affiliate Program, called Associate Program in 1996. The online retailer used its program to generate low cost brand exposure and provided at the same time small websites a way to earn some supplemental income.

Contextual advertising

Many advertising networks display graphical or text-only ads that correspond to the keywords of an Internet search or to the content of the page on which the ad is shown. These ads are believed to have a greater chance of attracting a user, because they tend to share a similar context as the user's search query. For example, a search query for "flowers" might return an advertisement for a florist's website.

Another newer technique is embedding keyword hyperlinks in an article which are sponsored by an advertiser. When a user follows the link, they are sent to a sponsor's website.

Behavioral targeting

In addition to contextual targeting, online advertising can be targeted based on a user's past clickstream. For example, if a user is known to have recently visited a number of automotive shopping / comparison sites based on clickstream analysis enabled by cookies stored on the user's computer, that user can then be served auto-related ads when they visit other, non-automotive sites.

Ads and malware

There is also class of advertising methods which may be considered unethical and perhaps even illegal. These include external applications which alter system settings (such as a browser's home page), spawn pop-ups, and insert advertisements into non-affiliated webpages. Such applications are usually labeled as spyware or adware. They may mask their questionable activities by performing a simple service, such as displaying the weather or providing a search bar. Some programs are effectively trojans. These applications are commonly designed so as to be difficult to remove or uninstall. The ever-increasing audience of online users, many of whom are not computer-savvy, frequently lack the knowledge and technical ability to protect themselves from these programs.

Ad server market structure

Given below is a list of top ad server vendors in 2008 with figures in millions of viewers published in a Attributor survey.

Vendor Ad viewers

Google 1,118

DoubleClick 1,079

Yahoo 362

MSN 309

AOL 156

Adbrite 73

Total 3,087

It should be noted that Google acquired DoubleClick in 2007 for a consideration of $3,100 million. The above survey was based on a sample of 68 million domains.

网络广告

维基百科，自由的百科全书

跳转到: 导航, 搜索

狭义的网络广告又被称为在线广告或者互联网广告；而广义的网络广告除了包括以计算机为核心组成的计算机网络为媒介的广告行为外，还包括其他所有以电子设备相互连接而组成的网络为媒介的广告行为，例如以无线电话网络，电子信息亭网络为载体的广告行为。在一般未做特殊说明的情况下，现在各资料所谈论的网络广告全指狭义网络广告。

狭义网络广告与传统广告有很多类似的地方，也分为很多不同广告形式，拥有多种计费方式。

常见的广告形式包括：

横幅式广告（banner）

通栏式广告

弹出式广告（pop-up ads）

按钮式广告（button）

插播式广告（interstitial ads）

电子邮件广告（E-DirectMarketing,EDM）

赞助式广告（sponsorship）

分类广告（classified ads）

互动游戏式广告（interactive game）

软件端广告

文字链接广告（text ads）

浮动形广告（floting ads）

联播网广告

关键字广告

比对内容广告

常见的记费方式包括：

按照千人印象成本（CPM）收费。

按照每点击成本（CPC）收费。

按照每行动成本（CPA）收费。

按照每回应成本（CPR）收费。

按照每购买成本（CPP）收费。

这些都是国际流行的收费模式。在中国和一些网络广告的发展中国家，则时常会采用以时间来购买的模式，如按每日投放成本收费，按每周投放成本收费等。

对网络广告的研究显示，50%的网络广告点击是由6%的用户产生的。而且这个点击群体是一个缺乏购买力的群体，也很少进行网络购物[1]。