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§´§Ö§Þ§Ñ 15 §¢§Ñ§ß§Ö§â§ß§Ñ §â§Ö§Ü§Ý§Ñ§Þ§Ñ
- 1. §¢§Ñ§ß§Ö§â§ß§Ñ §â§Ö§Ü§Ý§Ñ§Þ§Ñ §±?§Õ§Ô§à§ä§å§Ó§Ñ§Ó §³§ä§å§Õ§Ö§ß§ä §Ô§â§å§á§Ú §³§¯-22 §³§Ö§Þ§Ò§Ñ§Û §°§Ý§Ö§Ô
- 2. §¢§Ñ§ß§Ö§â§ß§Ñ §â§Ö§Ü§Ý§Ñ§Þ§Ñ - §è§Ö §Ô§â§Ñ§æ?§é§ß§Ö §Ù§à§Ò§â§Ñ§Ø§Ö§ß§ß§ñ §â§Ö§Ü§Ý§Ñ§Þ§ß§à§Ô§à §ç§Ñ§â§Ñ§Ü§ä§Ö§â§å , §â§à§Ù§Þ?§ë§Ö§ß§Ö §ß§Ñ §ã§ä§à§â?§ß§è? Web - §ã§Ñ§Û§ä§å , §á§â§Ú §ß§Ñ§ä§Ú§ã§Ü§Ñ§ß§ß? §ß§Ñ §ñ§Ü§å §Ü§à§â§Ú§ã§ä§å§Ó§Ñ§é §á§à§ä§â§Ñ§á§Ý§ñ? §Ñ§Ò§à §ß§Ñ §ã§Ñ§Û§ä §â§Ö§Ü§Ý§Ñ§Þ§à§Õ§Ñ§Ó§è§ñ §Ñ§Ò§à §ß§Ñ §ã§ä§à§â?§ß§Ü§å §Ù §æ§à§â§Þ§à§ð §Ù§Ñ§ñ§Ó§Ü§Ú §á§â§à§Õ§å§Ü§ä§å §Á§Ü §á§â§Ñ§Ó§Ú§Ý§à, §¢§Ñ§ß§Ö§â §ñ§Ó§Ý§ñ? §ã§à§Ò§à§ð §á§â§ñ§Þ§à§Ü§å§ä§ß§Ö §Ô§â§Ñ§æ?§é§ß§Ö §Ù§à§Ò§â§Ñ§Ø§Ö§ß§ß§ñ §å §æ§à§â§Þ§Ñ§ä? GIF §é§Ú JPG, §ç§à§é§Ñ §Ù§å§ã§ä§â?§é§Ñ§ð§ä§î§ã§ñ §¢§Ñ§ß§Ö§â§Ú, §ã§ä§Ó§à§â§Ö§ß? §Ù§Ñ §Õ§à§á§à§Þ§à§Ô§à§ð JAVA, ShockWave ? §ä.§Õ
- 3. §£ §Õ§Ñ§ß§Ú§Û §é§Ñ§ã §ß§Ö ?§ã§ß§å? §à§æ?§è?§Û§ß§à §á§â§Ú§Û§ß§ñ§ä§Ú§ç §ã§ä§Ñ§ß§Õ§Ñ§â§ä?§Ó §á§à §â§à§Ù§Þ?§â? §¢§Ñ§ß§Ö§â?§Ó, §ç§à§é§Ñ §ß§Ñ§Û§Ò?§Ý§î§ê §â§à§Ù§á§à§Ó§ã§ð§Õ§Ø§Ö§ß§Ú§Þ ? §â§à§Ù§Þ?§â 468§ç60 §á?§Ü§ã§Ö§Ý?§Ó.
- 4. §±§Ö§â§ê§Ú§Þ§Ú §Ó §ã§ä§Ñ§ß§Õ§Ñ§â§ä§Ú§Ù§Ñ§è?? §â§à§Ù§Þ?§â?§Ó §¢§Ñ§ß§Ö§â?§Ó §ã§ä§Ñ§Ý§Ú §â§Ö§Ü§à§Þ§Ö§ß§Õ§Ñ§è?? §Ù§Ñ§á§â§à§á§à§ß§à§Ó§Ñ§ß? Internet Advertising Bureau §â§Ñ§Ù§à§Þ §Ù CASIE: §²§à§Ù§Þ?§â (§á?§Ü§ã§Ö§Ý?) §´§Ú§á 468 x 60 Full Banner 392 x 72 Full banner with Vertical Navigation Bar 125 x 125 Square Banner 120 x 90 Button #1 120 x60 Button #2 120 x 240 Vertical Banner 88 x 31 Micro Button 234 x 60 Half Banner
- 5. §²§Ö§Ü§à§Þ§Ö§ß§Õ§Ñ§è?? §Ù §â§à§Ù§Þ?§â§å §¢§Ñ§ß§Ö§â?§Ó §Ù§Ñ§á§â§à§á§à§ß§à§Ó§Ñ§ß? Internet Advertising Bureau §â§Ñ§Ù§à§Þ §Ù CASIE:
- 6. §Á§Ü§ë§à §Ó§Ú§ß§Ú§Ü§Ñ? §ß§Ö§à§Ò§ç?§Õ§ß?§ã§ä§î §ã§ä§Ó§à§â§ð§Ó§Ñ§ä§Ú §¢§Ñ§ß§Ö§â§Ú §ã§Ó§à§Ô§à §â§à§Ù§Þ?§â§å, §ä§à §â§Ö§Ü§à§Þ§Ö§ß§Õ§å?§ä§î§ã§ñ §Ù§Ñ §à§ã§ß§à§Ó§å §æ§à§â§Þ§Ñ§ä§å §Ò§â§Ñ§ä§Ú §Ó§Ú§ã§à§ä§å (§å §á?§Ü§ã§Ö§Ý§ñ§ç) §à§Õ§ß§à§Ô§à §Ù §ß§Ñ§Û§Ò?§Ý§î§ê §â§à§Ù§á§à§Ó§ã§ð§Õ§Ø§Ö§ß§Ú§ç §â§à§Ù§Þ?§â?§Ó - 31, 60, 100. §µ §ä§Ñ§Ü§à§Þ§å §Ó§Ú§á§Ñ§Õ§Ü§å ?§ß§ê§Ú§Þ §ã§Ñ§Û§ä§Ñ§Þ §Ò§å§Õ§Ö §á§â§à§ã§ä?§ê§Ö ?§ß§ä§Ö§Ô§â§å§Ó§Ñ§ä§Ú §ß§à§Ó§Ú§Û §æ§à§â§Þ§Ñ§ä §å §Ó§Ú§á§Ñ§Õ§Ü§å §Û§à§Ô§à §á§à§ê§Ú§â§Ö§ß§ß§ñ. §³§ä§Ó§à§â§Ö§ß§ß§ñ §Ò§Ñ§ß§Ö§â§å §Ó§Ý§Ñ§ã§ß§à§Ô§à §â§à§Ù§Þ?§â§å §´§à§Þ§å, §ë§Ö §ß§Ö§à§Ò§ç?§Õ§ß§à, §ë§à§Ò §¢§Ñ§ß§Ö§â §Ù§Ñ§Ó§Ñ§ß§ä§Ñ§Ø§å§Ó§Ñ§Ó§ã§ñ §ß§Ñ §ã§ä§à§â?§ß§Ü§å §ñ§Ü§ß§Ñ§Û§ê§Ó§Ú§Õ§ê§Ö, ?§ã§ß§å? §à§Ò§Þ§Ö§Ø§Ö§ß§ß§ñ §ß§Ñ §â§à§Ù§Þ?§â §¢§Ñ§ß§Ö§â§Ñ §Ó §Ü?§Ý§à§Ò§Ñ§Û§ä§Ñ§ç. §´§Ñ§Ü, §ß§Ñ§á§â§Ú§Ü§Ý§Ñ§Õ, §Õ§Ý§ñ §¢§Ñ§ß§Ö§â§Ñ 468§ç60 §Þ§Ñ§Ü§ã§Ú§Þ§Ñ§Ý§î§ß§Ú§Û §â§à§Ù§Þ?§â §Ù§Ó§Ú§é§Ñ§Û§ß§à §ã§Ü§Ý§Ñ§Õ§Ñ? 10 §é§Ú 15 §Ü?§Ý§à§Ò§Ñ§Û§ä.
- 7. ?§ã§ß§å§ð§ä§î §ä§â§Ú §à§ã§ß§à§Ó§ß? §Þ§Ö§ä§à§Õ§Ú §¢§Ñ§ß§Ö§â§ß§à? §â§Ö§Ü§Ý§Ñ§Þ§Ú: ? 1. §£§Ú§Ü§à§â§Ú§ã§ä§Ñ§ß§ß§ñ §ã§á§Ö§è?§Ñ§Ý§î§ß§Ú§ç §ã§Ý§å§Ø§Ò §à§Ò§Þ?§ß§å §¢§Ñ§ß§Ö§â?§Ó (Banner Exchange Services), §ë§à §Ù§Ñ§Ò§Ö§Ù§á§Ö§é§å§ð§ä§î §á§à§Ü§Ñ§Ù §¢§Ñ§ß§Ö§â?§Ó §â§Ö§Ü§Ý§Ñ§Þ§à§Ó§Ñ§ß§à? §ã§ä§à§â?§ß§Ü§Ú §ß§Ñ ?§ß§ê§Ú§ç §ã§ä§à§â?§ß§Ü§Ñ§ç §Ó§Ù§Ñ§Þ?§ß §ß§Ñ §á§à§Ü§Ñ§Ù §ã§ä§à§â?§ß§Ü§Ñ§ç §â§Ö§Ü§Ý§Ñ§Þ§à§Ó§Ñ§ß§à§Ô§à §â§Ö§ã§å§â§ã§å §é§å§Ø§Ú§ç §¢§Ñ§ß§Ö§â?§Ó. ? 2. §®§à§Ø§ß§Ñ §á§â§ñ§Þ§à §Õ§à§Þ§à§Ó§Ú§ä§Ú§ã§ñ §Ù w§Öb§Þ§Ñ§ã§ä§Ö§â§à§Þ ?§ß§ê§à? §ã§ä§à§â?§ß§Ü§Ú §ß§Ñ §â§à§Ù§Þ?§ë§Ö§ß§ß§ñ §¢§Ñ§ß§Ö§â?§Ó §à§Õ§Ú§ß §Ó §à§Õ§ß§à§Ô§à. ? 3. §®§à§Ø§ß§Ñ §Ù§Ñ§á§Ý§Ñ§ä§Ú§ä§Ú §¢§Ñ§ß§Ö§â§ß?§Û §ã§Ú§ã§ä§Ö§Þ?, §á§à§ê§å§Ü§à§Ó§à§Þ§å §ã§Ö§â§Ó§Ö§â§å, §é§Ú §Ü§Ñ§ä§Ñ§Ý§à§Ô§å §á§â§à§ã§ä§à §á§à§á§å§Ý§ñ§â§ß§à§Þ§å web-§ã§Ñ§Û§ä§å §Ù§Ñ §á§à§Ü§Ñ§Ù §¢§Ñ§ß§Ö§â?§Ó §â§Ö§Ü§Ý§Ñ§Þ§à§Ó§Ñ§ß§à? §ã§ä§à§â?§ß§Ü§Ú §ß§Ñ ?§ç§ß?§ç §ã§ä§à§â?§ß§Ü§Ñ§ç.
- 8. §£?§Õ§ß§à§ê§Ö§ß§ß§ñ §Ü§à§â§Ú§ã§ä§å§Ó§Ñ§é?§Ó ?§ß§ä§Ö§â§ß§Ö§ä§å §Õ§à §â§Ö§Ü§Ý§Ñ§Þ§Ú §Ó §Þ§Ö§â§Ö§Ø?:
- 9. §²§Ö§Û§ä§Ú§ß§Ô §Ü§Ý?§Ü?§Ó §Ñ§Ò§à §¬§Ý?§Ü§Ñ§Ò§Ö§Ý§î§ß?§ã§ä§î §¢§Ñ§ß§Ö§â§Ñ (§Ñ§ß§Ô§Ý. Click-through rate, CTR) ¡ª §Ó?§Õ§ß§à§ê§Ö§ß§ß§ñ §é§Ú§ã§Ý§Ñ §Ü§Ý?§Ü?§Ó §ß§Ñ §à§Ô§à§Ý§à§ê§Ö§ß§ß§ñ §Õ§à §é§Ú§ã§Ý§Ñ §Û§à§Ô§à §á§à§Ü§Ñ§Ù?§Ó. §£§Ú§Þ?§â§ð?§ä§î§ã§ñ §å §Ó?§Õ§ã§à§ä§Ü§Ñ§ç. §¶§à§â§Þ§å§Ý§Ñ §â§à§Ù§â§Ñ§ç§å§ß§Ü§å: CTR = (§é§Ú§ã§Ý§à §Ü§Ý?§Ü?§Ó / §é§Ú§ã§Ý§à §á§à§Ü§Ñ§Ù?§Ó) §ç 100 %. §¯§Ñ§á§â§Ú§Ü§Ý§Ñ§Õ, §ñ§Ü§ë§à §â§Ö§Ü§Ý§Ñ§Þ§ß§Ö §à§Ô§à§Ý§à§ê§Ö§ß§ß§ñ §Ò§å§Ý§à §á§à§Ü§Ñ§Ù§Ñ§ß§à 100 §â§Ñ§Ù, §Ñ §Ü§Ý?§Ü§ß§å§Ý§Ú §á§à §ß§î§à§Þ§å §Ý§Ú§ê§Ö §à§Õ§Ú§ß §â§Ñ§Ù, §ä§à §á§à§Ü§Ñ§Ù§ß§Ú§Ü CTR §Õ§à§â?§Ó§ß§ð§Ó§Ñ§ä§Ú§Þ§Ö 1 %.
- 10. §¬?§Ý§î§Ü?§ã§ä§î §á§à§Ü§Ñ§Ù?§Ó §Ò§Ñ§ß§Ö§â§Ñ. §¸§Ö§Û §á§à§Ü§Ñ§Ù§ß§Ú§Ü §Ó?§Õ§à§Ò§â§Ñ§Ø§Ñ?, §ã§Ü?§Ý§î§Ü§Ú §â§Ñ§Ù?§Ó §Ò§å§Ó §á§à§Ü§Ñ§Ù§Ñ§ß§Ú§Û §Ù§Ñ§è?§Ü§Ñ§Ó§Ý§Ö§ß§à§Þ§å §á§à§ä§Ö§ß§è?§Û§ß§à§Þ§å §á§à§Ü§å§á§è§Ö§Ó? §ä§à§Û §Ñ§Ò§à ?§ß§ê§Ú§Û §Ò§Ñ§ß§Ö§â. §£§Ú§ä§â§Ñ§ä§Ú §ß§Ñ §Ò§Ñ§ß§Ö§â§ß§å §â§Ö§Ü§Ý§Ñ§Þ§å §Ó§Ú§Ù§ß§Ñ§é§Ñ§ð§ä§î§ã§ñ §ä§Ú§Þ, §ã§Ü?§Ý§î§Ü§Ú §Ü§à§ê§ä§å? 1 §ä§Ú§ã. §á§à§Ü§Ñ§Ù?§Ó §Ò§Ñ§ß§Ö§â§å §ß§Ñ §Õ§Ñ§ß§à§Þ§å §ã§Ö§â§Ó§Ö§â?. §¥§Ý§ñ §è§î§à§Ô§à §Ó§Ú§Ü§à§â§Ú§ã§ä§Ñ§ð§ä§î §ä§Ö§â§Þ?§ß §³§²§® (cost perthosand impression) - §Ó§Ñ§â§ä?§ã§ä§î §Ù§Ñ §ä§Ú§ã§ñ§é§å §á§à§Ü§Ñ§Ù?§Ó. §£ §å§Ü§â§Ñ?§ß§ã§î§Ü?§Û §é§Ñ§ã§ä§Ú§ß? ?§ß§ä§Ö§â§ß§Ö§ä§å §è?§ß§Ñ 1 §ä§Ú§ã. §á§à§Ü§Ñ§Ù?§Ó §Ü§à§Ý§Ú§Ó§Ñ?§ä§î§ã§ñ §Ó?§Õ $2 §Õ§à $50. §¶§à§â§Þ§å§Ý§Ñ §â§à§Ù§â§Ñ§ç§å§ß§Ü§å: CPM= (§Ó§Ñ§â§ä?§ã§ä§î §â§Ö§Ü§Ý§Ñ§Þ§Ú / §è?§Ý§î§à§Ó§Ñ §Ñ§å§Õ§Ú§ä§à§â?§ñ) * 1 000. §±§â§Ú§Ü§Ý§Ñ§Õ §â§à§Ù§â§Ñ§ç§å§ß§Ü§å: §£§Ñ§â§ä?§ã§ä§î §â§Ö§Ü§Ý§Ñ§Þ§Ú - $ 18 500. §©§Ñ§Ô§Ñ§Ý§î§ß§Ñ §Ñ§å§Õ§Ú§ä§à§â?§ñ - 3 100 000 §é§à§Ý§à§Ó?§Ü. §£ §ä§Ñ§Ü§à§Þ§å §Ó§Ú§á§Ñ§Õ§Ü§å, CPM = ($ 18 500/3 100 000) * 1000 = $ 5.97
- 11. ? 1. §¹§Ñ§â?§Ó§ß§Ñ §æ§â§Ñ§Ù§Ñ - "Click Here". ? 2. §¯?§ë§à §Ý§ð§Õ§ã§î§Ü§Ö §Ü§à§â§Ú§ã§ä§å§Ó§Ñ§é§å §Þ§Ö§â§Ö§Ø? §ß§Ö §é§å§Ø§Ö. §£§Ñ§â§ä§à §Ù§â§à§Ò§Ú§ä§Ú §¢§Ñ§ß§Ö§â §Ù§Ñ§Ô§Ñ§Õ§Ü§à§Ó§Ú§Þ, §ß§Ö§ç§Ñ§Û §Ü§à§â§Ú§ã§ä§å§Ó§Ñ§é §Ò§å§Õ§Ö §Ù§Ñ?§ß§ä§â§Ú§Ô§à§Ó§Ñ§ß§Ú§Û: §»§à §Ó§à§ß§Ú §è§Ú§Þ §ç§à§ä?§Ý§Ú §ã§Ü§Ñ§Ù§Ñ§ä§Ú? §¬§å§Õ§Ú §Ó§Ö§Õ§Ö §è§Ö§Û §¢§Ñ§ß§Ö§â? ? 3. §²§à§Ù§Þ?§â §¢§Ñ§ß§Ö§â§Ñ (§á?§Ü§ã§Ö§Ý?). §¢§Ñ§ß§Ö§â§Ú §Ò?§Ý§î§ê§à§Ô§à §â§à§Ù§Þ?§â§å §Þ§Ñ§ð§ä§î §Ù§ß§Ñ§é§ß§à §Ò?§Ý§î§ê§Ú§Û §Ó?§Õ§Ô§å§Ü, §ß?§Ø §¢§Ñ§ß§Ö§â§Ú §Þ§Ö§ß§ê§à§Ô§à §â§à§Ù§Þ?§â§å. ? 4. §²§à§Ù§Þ?§â §¢§Ñ§ß§Ö§â§Ñ (§Ò§Ñ§Û§ä§Ú). ?§Þ§à§Ó?§â§ß?§ã§ä§î §ä§à§Ô§à, §ë§à §¢§Ñ§ß§Ö§â §ê§Ó§Ú§Õ§Ü§à §Ù§Ñ§Ó§Ñ§ß§ä§Ñ§Ø§Ú§ä§î§ã§ñ §ß§Ñ §á§à§ä§à§é§ß§å §ã§ä§à§â?§ß§Ü§å ? §Ü§à§â§Ú§ã§ä§å§Ó§Ñ§é §á§à§Ò§Ñ§é§Ú§ä§î §Û§à§Ô§à §Õ§à §ä§à§Ô§à, §ñ§Ü §á§Ö§â§Ö§Û§Õ§Ö §Õ§à ?§ß§ê§à? §ã§ä§à§â?§ß§Ü§Ú, §á§â§ñ§Þ§à §Ù§Ñ§Ý§Ö§Ø§Ú§ä§î §Ó?§Õ §â§à§Ù§Þ?§â§å §¢§Ñ§ß§Ö§â§Ñ. ? 5. §£§Ú§Ü§à§â§Ú§ã§ä§Ñ§ß§ß§ñ §Ñ§ß?§Þ§Ñ§è??. ? 6. §¬§à§Ý§î§à§â§Ú §á§à§Ó§Ú§ß§ß? §Ò§å§ä§Ú §ñ§ã§Ü§â§Ñ§Ó§Ú§Þ§Ú. §Á§Ü §â§à§Ò§Ú§ä§î§ã§ñ §Ö§æ§Ö§Ü§ä§Ú§Ó§ß§Ú§Û §¢§Ñ§ß§Ö§â
- 12. ? 1.§¢§Ñ§ß§Ö§â, §â§à§Ù§ä§Ñ§ê§à§Ó§Ñ§ß§Ú§Û §ß§Ú§Ø§é§Ö §ß§Ñ 1/3 §Ó?§Õ §Ó§Ö§â§ç§å §Ö§Ü§â§Ñ§ß§å §Õ§Ñ? CTR §ß§Ñ 70% §Ò?§Ý§î§ê§Ö, §ß?§Ø §¢§Ñ§ß§Ö§â, §â§à§Ù§ä§Ñ§ê§à§Ó§Ñ§ß§Ú§Û §å §ã§Ñ§Þ§à§Þ§å §Ó§Ö§â§ç§å; §Á§Ü §Ó§Ú§Ô?§Õ§ß§à §â§à§Ù§ä§Ñ§ê§å§Ó§Ñ§ä§Ú §¢§Ñ§ß§Ö§â §ß§Ñ §ã§ä§à§â?§ß§è? ? 2.§¢§Ñ§ß§Ö§â §ß§Ö §ã§ä§Ñ§ß§Õ§Ñ§â§ä§ß§à§Ô§à §â§à§Ù§Þ?§â§å (§Ü§Ó§Ñ§Õ§â§Ñ§ä§ß§Ú§Û 125§ç125 §á?§Ü§ã§Ö§Ý?§Ó), §â§à§Ù§ä§Ñ§ê§à§Ó§Ñ§ß§Ú§Û §å §ß§Ú§Ø§ß§î§à§Þ§å §á§â§Ñ§Ó§à§Þ§å §Ü§å§ä? §á§Ö§â§ê§à§Ô§à §Ö§Ü§â§Ñ§ß§Ñ §ã§ä§à§â?§ß§Ü§Ú (§Ü§à§â§Ú§ã§ä§å§Ó§Ñ§é §ß§Ö §á§à§Ó§Ú§ß§ß§Ú§Û §á§â§à§Ü§â§å§é§å§Ó§Ñ§ä§Ú §ã§ä§à§â?§ß§Ü§å §ë§à§Ò §á§à§Ò§Ñ§é§Ú§ä§Ú §¢§Ñ§ß§Ö§â) §Õ§Ñ? CTR §ß§Ñ 228% §Ò?§Ý§î§ê§Ö, §ß?§Ø §ã§ä§Ñ§ß§Õ§Ñ§â§ä§ß§Ú§Û §¢§Ñ§ß§Ö§â (468§ç60 §á?§Ü§ã§Ö§Ý?§Ó), §â§à§Ù§ä§Ñ§ê§à§Ó§Ñ§ß§Ú§Û §å §ã§Ñ§Þ§à§Þ§å §Ó§Ö§â§ç§å;
- 13. §³§á§Ú§ã§à§Ü §£§Ú§Ü§à§â§Ú§ã§ä§Ñ§ß§Ú§ç §Õ§Ø§Ö§â§Ö§Ý ? 1. §¦§Ý§Ö§Ü§ä§â§à§ß§ß§Ñ §Ü§à§Þ§Ö§â§è?§ñ: §ß§Ñ§Ó§é§Ñ§Ý§î§ß§Ú§Û §á§à§ã?§Ò§ß§Ú§Ü §Ù §á?§Õ§Ô§à§ä§à§Ó§Ü§Ú §Ò§Ñ§Ü§Ñ§Ý§Ñ§Ó§â?§Ó / §¸§Ñ§â§î§à§Ó §².§À. ¨C §°§Õ§Ö§ã§Ñ: §°§¯§¡§© ?§Þ. §°.§³. §±§à§á§à§Ó§Ñ, 2010. ¨C 112 §ã. ? 2.http://www.promo.ru/. ? 3.http://www.system.ru/. ? 4.http://www.bannermaker.ru/. ? 5.http://www.clickz.com/. ? 6.http://www.microscope.com/. ? 7.http://www.wilsonweb.com/. ? 8.http://www.citforum.ru/.