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<HTML> <HEAD> <!--SCRIPT LANGUAGE="JavaScript" SRC="http://a1835.g.akamai.net/f/1835/276/3h/www.netlibrary.com/include/js/dictionary_library.js"></SCRIPT> <SCRIPT LANGUAGE="JavaScript"> if (!opener){document.onkeyup=parent.turnBookPage;} </SCRIPT!--> <META HTTP-EQUIV="Cache-Control" CONTENT="no-cache"> <META HTTP-EQUIV="Pragma" CONTENT="no-cache"> <META HTTP-EQUIV="Expires" CONTENT="-1"><META http-equiv="Content-Type" content="text/html; charset=windows-1252"><SCRIPT>var PrevPage="Page_125";var NextPage="Page_127";var CurPage="Page_126";var PageOrder="136";</SCRIPT> <TITLE>Document</TITLE> </HEAD> <BODY BGCOLOR="#FFFFFF"><CENTER><TABLE BORDER=0 WIDTH=100% CELLPADDING=0><TR><TD ALIGN=CENTER> <TABLE BORDER=0 CELLPADDING=2 CELLSPACING=0 WIDTH=100%> <TR> <TD ALIGN=LEFT><A HREF='Page_125.html'>Previous</A></TD> <TD ALIGN=RIGHT><A HREF='Page_127.html'>Next</A></TD> </TR> </TABLE></TD></TR><TR><TD ALIGN=LEFT><P><A NAME='JUMPDEST_Page_126'/><A NAME='{442}'/><TABLE BORDER=0 CELLSPACING=0 CELLPADDING=0 WIDTH='100%'><TR><TD ALIGN=RIGHT><FONT FACE='Times New Roman, Times, Serif' SIZE=2 COLOR=#FF0000>Page 126</FONT></TD></TR></TABLE><A NAME='{443}'/><TABLE BORDER=0 CELLSPACING=0 CELLPADDING=0><TR> <TD ROWSPAN=5></TD> <TD COLSPAN=3 HEIGHT=12></TD> <TD ROWSPAN=5></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR><TD></TD> <TD><FONT FACE='Times New Roman, Times, Serif' SIZE=3><B><I>Banners</I></B></FONT></TD><TD></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR> <TD COLSPAN=3 HEIGHT=1></TD></TR></TABLE><A NAME='{444}'/><TABLE CELLPADDING=0 CELLSPACING=0 BORDER=0 WIDTH='100%'><TR><TD HEIGHT=12></TD></TR><TR><TD><TABLE CELLSPACING=0 BGCOLOR=#C0C0C0 BORDER=1 BORDERCOLOR=#000000 WIDTH=622 CELLPADDING=4><TR><TD WIDTH=622 VALIGN=TOP><TABLE BORDER=0 CELLSPACING=0 CELLPADDING=0><TR> <TD ROWSPAN=5></TD> <TD COLSPAN=3 HEIGHT=12></TD> <TD ROWSPAN=5></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR><TD></TD> <TD><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Banners are rectangular, static, and dynamic billboards commonly found on the top of search engines, online directories, and other popular websites (Figure 4-3). They commonly entice the users to click through the ad, which will take them to another website. These types of advertisements can attract visitors by interacting with them, which again leads to the generation of visitor in formation for data mining.</FONT></TD><TD></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR> <TD COLSPAN=3 HEIGHT=1></TD></TR></TABLE><TABLE BORDER=0 CELLSPACING=0 CELLPADDING=0><TR> <TD ROWSPAN=5></TD> <TD COLSPAN=3 HEIGHT=12></TD> <TD ROWSPAN=5></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR><TD></TD> <TD><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Typically, clickthrough for most banners is around 2 percent through general rotation, but in some instances banners can improve this rate to 6 percent by linking the type of banner to presets on the basis of ''keywords" input by the user of search engines or online directories. A rate of around 9 percent can be achieved on the basis of topic directions. Special ad servers like SelectCast from Aptex, using neural network and proprietary indexing technology, claim rates of up to 14 percent. Other techniques for improving clickthroughs are the use of traditional marketing words like "new," "free," or "click here" or by the use of motion or certain bright colors. Studies indicate that animation improves click-through rates by as much as 15 percent over static billboards. Other web design techniques include pull down menus and interactive games and ticker messages.</FONT></TD><TD></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR> <TD COLSPAN=3 HEIGHT=1></TD></TR></TABLE></TD></TR></TABLE></TD></TR></TABLE><BR><A NAME='{445}'/><TABLE BORDER=0 CELLSPACING=0 CELLPADDING=0 WIDTH='100%'><TR> <TD ROWSPAN=5></TD> <TD COLSPAN=3 HEIGHT=12></TD> <TD ROWSPAN=5></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR><TD></TD> <TD ALIGN=CENTER><FONT FACE='Times New Roman, Times, Serif' SIZE=3><IMG SRC='0126-01.JPG' BORDER=0 ALT='0126-01.jpg' WIDTH=443 HEIGHT=319></FONT></TD><TD></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR> <TD COLSPAN=3 HEIGHT=1></TD></TR></TABLE><A NAME='{446}'/><TABLE BORDER=0 CELLSPACING=0 CELLPADDING=0 WIDTH='100%'><TR> <TD ROWSPAN=5></TD> <TD COLSPAN=3 HEIGHT=12></TD> <TD ROWSPAN=5></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR><TD></TD> <TD ALIGN=CENTER><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Figure 4-3 <BR>This banner sits atop a popular search engine and rotates with each visit.</FONT></TD><TD></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR> <TD COLSPAN=3 HEIGHT=1></TD></TR></TABLE><A NAME='{447}'/></FORM></P></TD></TR></TABLE><P><FONT SIZE=0 COLOR=WHITE></CENTER><A NAME="bottom"> </A><!-- netLibrary.com Copyright Notice --> </BODY></HTML>⌨️ 快捷键说明
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