对网络广告传播的几点思考

作为广告界的一大热点，网络广告的运作效果却难尽如人意。从广告信息传播角度来看，对网络广告认知度低、广告与网站关系暧昧、传播信息与目标受众信息寻求发生错位，是网络广告在传播流程上存在的主要问题。针对这些问题，笔者认为，借助传统媒体，扩大对网络广告的认知度，理顺广告与网站关系，培养网民的忠诚度，是促进网络广告成熟的当务之急。

Some Reflection on the Advertisement Communication on the Internet

Abstract: Advertising on the Internet is one of the hottest topics in the circle. However, its operation turns out to be unsatisfactory so far. From an angle of advertisement communication, the major problem lies in the inadequate popularity, the improper relationship between the advertising and the Web sites, the dislocation of communicated information and the target audience. Taking these problems into consideration, the author holds dial it is an urgent task to increase the popularity of the advertising on the Internet by means of the traditional media, justify the relationship between the advertising and the Web sites,and enhance the fidelity of the net citizens.