How Interactivity And Vividness Influence The Effectiveness Of Interactive Advertising Under Different Product Types

With the prosperity of Internet around the world, interactive advertising is paid more and more attention. As main approach to testing decision, improving advertisements and reinforcing control, the measurement of advertising effectiveness is the most concern of advertisers, who have invested large amount of money in advertising. Therefore, they demand more precise and reliable measuring technologies for advertising effectiveness desperately to make better investing decisions.This paper explores the relationship of ad features and interactive advertising effectiveness through empirical method, with the purpose of providing some practical suggestions on the creation and publishing of interactive advertising for advertisers and advertising agents in China. According to some scholars' findings and our analysis and deduction from them, we established a model of the impact of advertisement features on advertising effectiveness. In the model, we chose interactivity and vividness as independent variables, the most salient features of interactive advertising that distinguish it from traditional advertising. We used recognition, attitudes, preference and behavioral intention to measure the effectiveness of interactive advertising on customer's behavior, especially from a psychological perspective. Furthermore, product type was manipulated as moderate variable in the research, and we studied the relationships of ad feature and interactive advertising effectiveness under three different product types.It is found higher interactivity and higher vividness can yield better advertising effects, and their effects differ in different stages of customer response. It is also found that the relationships between ad feature and advertising effectiveness vary under different product types.