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Advertising Model

3/ 8/2001이현주

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Advertising Model

Revenue-generating models The advertising model only works

when the volume of viewer traffic is large or highly specialized

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Generalized portal

Ex)Yahoo!, AltaVista Generic or diversified content or

services High volume traffic

Profitable advertising Diversification of site services

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Personalized portal

• Customization of the interface and content

• Ex)MY.Yahoo!, My.Netscape• The profitability of this portal in based

on volume and possibly the value of information derived from user choices.

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Attention/Incentive Marketing

• Pay for attention model• Ex)CyberGold

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Free Model

• Give users something for free• Ex)FreeMerchant(site hosting),

BlueMountain(e-cards)

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Bargain Discounter

• Sell goods typically at or below cost, and seek to make a profit largely through advertising

• Ex)Buy.com

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