自媒体汇流论广告规范之变化（PDF 54页）

律359~4122005年6律359流論*流論論94.03.11A94.05.19B94.05.31*立律見類流參流念路類論念論理論論論聯論行量理論流念律360理論diversity路立論行論論行易行行行不論路流立若行行落度不利聯見論論立理不行不論不論量論參度更立行利行理領流論361OliverWendellHolmes律不不cannotbehelpedisasitshouldbe落律律不更度不律不律律stabilitypredictability律歷連度mediadistribution律律1便律歷律連來了律了念理異informationsociety度律力量邏broadcast1律362communication流convergence律類來聯流更串聯coexist數量度易更度論論律例論行不說論行樂力里說律行理異力行2老讀2流年流論363說3路informationserviceproviders例路E-BookE-Publishing若料4■1876年(AlexanderGrahamBell)了5(fiberoptics)利來(不度)不易率更更廉行類數量料3論年45流年來律364數數料廉personalcommunicationservices,PCS路行不了行路6若利數利路■6年行數年數年行數年年行數年年年數年路數年路數年行年連(groupaccessbridging)類數64Kbit/sec數流論365■CATV1898年Marconipoint-to-point不1899年MarconiWirelessCompany更1901年立樂年便力7類率535-16058810810001切聯■7CATV律3661897年理朗來525frames數dataservices--AMFMCableTelevision,CATVSubscriptionTelevision,STVMultichannelMultipointDistributionService,MMDSDirectBroadcastSatellite,DBS率LowPowerTelevision,LPTV8CATVHeadendcenteroneway來interactivetelevisionCATV利來率率數pointcastpassiveinteractive樂socialinteractivity令參9說例參行89流論367■■六(two-waycabletelevision)數路類analogAMamplitudemodulationFMfrequencymodulation數digitalstoragetransmission利carrier行連串01不數理更令更CATV/料律36810路料連路塞料連料路連異Internet類11料料12料索論錄(TelnetRemovelogin)路(Multiuserdomain,MUD)金路量度(fiberoptics)路數路利13AC行年狀2001年2003年了率95.7%96.6%路率六年年2003年年路率2002年40.8%了5.9%46.7%滑2004年91610行行101112年路路路年年利年年年年數年數年年路年便料來13路來數路(VideoOnDemand,VOD)路Internet刺量數料路不路流流論369路14路1514料來:InsightXplorer2004/8行:102003年行1019,590,619:例///路iResearch2004年來TNSMediaIntelligence/CMR料2004年度度2003年度路了25.8%17.6%聯17.3%16.1%路14.0%10.3%10.0%seelastvisitedMar.220052005年路2004年22.4%2004年19.8%路2004年20.7%seelastvisitedMar.22005路年來年50%2003年13700量1.85%2004年182.5%來5年10%70SeelastvisitedMar.22005.15切路復類packetswitched料律370類流來communicationbroadcast類hibrid來流1年來16樂行度六里2417行更離連路18了不例16來數率不率便17率來便量不18流論371來不數行數VOD數數19論理1985年聯數不不論2令類例立不20流句說令參說來AT&T壟歷不1984年19年聯20不數律372CableCommunicationPolicyActof198421cross-ownership1984年AT&T22不臨論1993年8BellAtlantic23數令1976年便樂立1993年1999年數流切不理不行力行來切行理24212247U.S.C.56.23Chesapeake&PotomacTelephoneCompanyofVirginiav.UnitedStates,830F.Supp.909E.D.Va.1993.24不不異律行歩不理兩流立論參數July31,2003流論373說律論力論3念interactivity類聯便樂passive理行律例VOD行行行聯度立理參行25念更見路例路欄見行論massmediaone-to-manycommunicationsmediaWilburSchrammSMCR參見路不流年律374interactivemedia料料參料來gatekeepers數量匿金26■SMCR27流連1來路度類28樂更量路念類2926JosephStraubhaar/RobertLaRose,supranote4,pp.19.27Id.pp.19.28Id.pp.20.29參Heeter念(multidimensionalconcept)六(1)(complexityofchoiceavailable)(2)力(Effortusersmustexert)(3)(Responsivenesstotheuser)(Conversationality)(4)(Monitoringinformationuse)(5)便易(Easeofaddinginformation)(6)SourceMessagChanneReceive流論375行行不量念路例了度列不論B2BBusinesstoBusinessB2CBusinesstoConsumerfeedbacksender不量30路路利料料來量易路行烈度■數2力(Facilitationofinterpersonalcommunication)SeeHeeter,C.,Implicationsofnewinteractivetechnologiesforconceptualizingcommunication.InJ.L.SalvaggioandJ.Bryant(Eds).Mediauseintheinformationage:Emergingpatternsofadoptionandconsumeruse,Hillsdale,NJ:LawrenceErlbaum,1989,pp.217-235.Burgoonetal.兩參(participative)參(modality-andinformation-rich)參類(multimedia)SeeBurgoon,J.K.etal,Interactivityinhuman-computerinteraction:Astudyofcredibility,understanding,and30量說MassmediaLargegroupSmallgroupinterpersonalintrapersonalWebnewspaperTelecourseMultiuserElectronicmailPersonaldatavideogameassistant律376informationgap更度行樂拉力gapintheabilitytoavoidcommercials313broadbandcommunicationsystem論路論不異度行行論理路例便不聯4連路路intermediaries路更路32不行便參流論論流念來律3132流論377度論念不領33狀路利說列不離立率34勞idea說力35行36informationidentifiedsponsors勞念了利行nonpersonalcommunication37了行說“Advertisingisapaid,mass-mediaedattempttopersuade.”3833WilliamF.Arens,ContemporaryAdvertising,McGraw-Hill,eighthedition,2002,pp7.34省立理1965年4135論1983年34361990年9937WilliamF.Arens,supranote33,pp7.隆理2002年123類38ThomasC.O’Guinn,ChrisT.Allen,RichardJ.Semenik,AdvertisingandIntegratedBrandPromotion,thirdEdition,South-Western,2003,pp.8.律378行AmericanMarketingAssociation,AMA行念勞行切advertisingvalue例/度量//理行連串見利見論見念略論論論行論數不數刺路不論立39念領令易律念論goods勞services39論---說立律論2004年723流論379ideas4041不individuals更impersonal不42數nonpersonal/groupsofpeoplespontaneous說personalselling不理領行massmedia路verbalnonverbalindividuals數“”路路“”“”領路43年40若1institutionaladvertising理念corporateimageadvertising2productadvertising了說利3advocacyadvertising了立interestadvertising葉行理論理1998年156841WilliamF.Arens,supranote33,pp.338-339.42MassMediaRayEldonHiebert,DonaldF.Ungurait,andThomasW.Bohn1994論1995年9512.43律立立不不例252733行六年陸律380錄念路數44念度路利internet路行念45路數digitalinteractivemediapaidforpersuasivesponsornonpersonalcommunicationofinformation46InteractiveAdvertisingBureau,IABadvertisement,Ad“acommercialmessagetargetedtoan年年行年立度度年錄念例§34路路令44理論行2000年2293445隆理2002年128546WilliamF.Arens,supranote33,pp.7andpp.540.流論381advertiser’scustomerorprospect.”interactiveadvertising念47不路路不論索類IABallforms路例路識不IAB度路路類行路連串連(hyperlink)論易利留料利行DM路數48路廉行更易料了47IABInteractiveadvertising“allformsofonline,wirelessandinteractivetelevisionadvertising,includingbanners,sponsorships,e-mail,keywordsearc