The Study On Web Advertising Effectiveness Evaluating Based On The FCB Model

The rapid development of technology, the continuous updating of knowledge is leading us into an age of the Internet. Since the rapid development of web advertising in China and abroad, it brings a series of problems for the effectiveness evaluating of Web advertising. At present, there is no unified standard evaluating way for the web advertising in China. The advertisers are uncertain about the effectiveness of the advertisement, and that will affect their further investment, also affect the development of web advertising. Regard to this situation, the paper presents the concept of establishing the unified standard evaluation system for the effectiveness of wet advertising.This essay began with the basic knowledge of web advertising, including the development and the features of Web advertising, the classification of the Web advertising, as well as the investigation and analysis of the banner advertising which is the mainstream form of Web advertising. Then it introduced the basic evaluation methods for the effectiveness of web advertising.It divided the products into four categories by using the degree of feelings input and the degree of involvement in FCB model. They are: high involvement functional products, low involvement functional products, high involvement expressive products and low involvement expressive products. Then it discussed the static, dynamic and interactive forms of these four categories products in the banner advertisements. It constructed the comprehensive evaluation model of web advertising, and analyzed the four indexes CPM, CPC, CPR and CPA in evaluating web advertising.Also it reached the general formula for the evaluation of web advertising, and discussed the model formula of these four categories under the three forms of advertising products, simplify the formula through weighing the indexes distribution. At last, it introduced the improvement research for the NetEase advertising effectiveness evaluating by using this model, and it proved the feasibility and practicality of this model.