Study On The Homepage Ads Of Portals

In the era of the internet, the network has become an important part of our daily lives. As one of the mainstream communication media, the internet plays a pivotal role in information disseminating. The advertisements which publish concepts, goods and services through the internet, have been developing at an amazing speed by virtue of rapid expansion of the internet. In order to get a comprehensive understanding and make the best efficiency of the internet ads to grasp internet users, the managers of web sites as well as the advertisers should take further study in exploring the basic rules, the main features and modes of the internet ads. The purpose of this study is somehow to meet this requirement.This research analyzes the basic features and modes of the homepage ads of three domestic portals, using objective, systematic and quantitative content analysis as the main method. The main researched objects include buttons, banners,rich-media expanding banners,pop-up ads,full screen banners,couplet ads, targeted ads and so on. At the same time, a sample survey about the problems related to the internet ads has been taken through the internet on-line, which fortifies the content of the research with the current results and tested the viability of these ads'basic features and modes by using the method of content analysis.After the statistic analysis, this dissertation concludes the features of the internet ads including the performance, the type, the dimensions, the placement, the industrial divisions, the owner country of the brand and also the character of the ads.Relationships among the ads'division, ads'dimension and their placement were analyzed as well, and furthermore, some recommendations were suggested on the performance of the ads, the appropriate placement for different industrial ads and the specific content of ads.Conclusively, it is of great significance for the managers of the web sites and the advertisers to study the internet ads by using the method of content analysis. They can know more about the cultural values of the target markets and implement efficient strategies for their ads. From the industrial market perspective, they can grasp the main trends of the development and the current situation of the ads competitions. It is also useful as reference in making the strategies for the portal ads as well as for various types of web sites.