問26
頻出度★★★
インターネット上の広告手法の一つであるアフィリエイトを説明したものはどれか。
平成21年度 秋期 ITパスポート試験 問26
ストラテジ系経営戦略マネジメント › マーケティング
This question's explanation and your answers so far.
解説
問 26
Incorrectア
Obtaining the recipient's permission in advance (opt-in) and then sending advertisements in their field of interest by email describes opt-in email advertising. Its features are obtaining consent to delivery and using email as the medium; it involves neither placing advertisements on a third party's site nor a reward tied to results, so it is not affiliate advertising.
- イ
正解 Affiliate advertising is an Internet advertising method in which a company has its advertisements or links placed on third-party sites such as personal blogs and homepages, and pays the site owner a reward according to the results achieved through those links, such as the number of referrals or purchases. Choice イ says: place a company's advertisement or a link to its website on personal homepages and pay a reward based on the referral results. It satisfies both characteristics: (1) advertisements or links placed on a third party's site, and (2) a reward tied to actual results. That is why it is the correct description of affiliate advertising. No reward arises from merely displaying the ad; the reward is decided by the referral results, and this is the decisive difference from other advertising methods.
Incorrectウ
Making one's own company website appear at the top of a search engine's search results describes SEO (search engine optimization). It targets how one's own site is built and how it is optimized for search engines, not a mechanism of placing advertisements on someone else's site and paying a reward according to results, so it differs from affiliate advertising.
Incorrectエ
Placing an image that serves as an entrance to one's own company website on large portal sites and similar pages in order to drive traffic describes banner advertising. In most cases the advertising fee is paid per impression, per click, or per posting period; it is not a performance-based mechanism that distributes to the host a reward tied to referral results, and in this respect it is distinguished from affiliate advertising.
ここがポイント
- Affiliate advertising (performance-based advertising) = an Internet advertising method in which advertisements or links are placed on third-party sites and a reward is paid according to results such as referrals or purchases made through them.
- Distinguishing the main Internet advertising methods: opt-in email advertising (email delivered after obtaining prior consent), SEO (measures to rank high in search results), and banner advertising (image advertisements placed on portal sites and similar pages), separated by the criterion of whether the reward is performance-based.
用語