them for future contributions to larger purposes of the nation. (二)教学内容 1、主要内容 1)Major types,characteristics,methods and strategies of Web advertisement 2)Web advertisement measurements and implementation issues 2、基本概念和知识点 1)Web advertisement a.Interet advertising terminology b Why Internet advertisement c.Objectives and growth of the Internet advertisemen d.Targeted (one-to-one)advertisement 2)Advertisement methods a.Banners b.Splash screen c.Spot leasing d.Url(Universal resource locators) e.E-mail f.Chat rooms g.Other forms 3)Advertisement strategies a.Considerations in the Intemet-based ad design b.Passive pull strategy c.Active push strategy d.Associated ad display strategy e.Ads as a commodity f.Implementing the strategies g.Customizing ads h.Interactive ad strategie i.Comparison ads as a medium of advertisement Attracting visitors to a sit k.Online events,promotions,and attractions 4)Push technology and intelligent agents a.Push technology b.Push on the Internet c.The future of push technology d.Intelligent agents 5)Economics and effectiveness of advertisement a.Exposure models that are based on CPMs them for future contributions to larger purposes of the nation. （二）教学内容 1、主要内容 1) Major types, characteristics, methods and strategies of Web advertisement; 2) Web advertisement measurements and implementation issues. 2、基本概念和知识点 1) Web advertisement a. Internet advertising terminology b. Why Internet advertisement c. Objectives and growth of the Internet advertisement d. Targeted (one-to-one) advertisement e. Types of Internet advertisement 2) Advertisement methods a. Banners b. Splash screen c. Spot leasing d. URL (Universal Resource Locators) e. E-mail f. Chat rooms g. Other forms 3) Advertisement strategies a. Considerations in the Internet-based ad design b. Passive pull strategy c. Active push strategy d. Associated ad display strategy e. Ads as a commodity f. Implementing the strategies g. Customizing ads h. Interactive ad strategies i. Comparison ads as a medium of advertisement j. Attracting visitors to a site k. Online events, promotions, and attractions 4) Push technology and intelligent agents a. Push technology b. Push on the Internet c. The future of push technology d. Intelligent agents 5) Economics and effectiveness of advertisement a. Exposure models that are based on CPMs