From Positioning To Experience

In the 21^st century, advertising media has shifted from the media of mass communication to digital interactive media, thus making advertising interactive, becoming digital interactive advertising. Meanwhile, advanced information technology has transformed marketing relationship: on one hand, the consumers have had the initiative in acquiring advertisements, of which, they are not only the searchers, but also the creators; on the other hand, marketers can also adopt advanced information technology to know consumers better and throw in more distinctive advertisements. Based on the interest in this change, this thesis studies the forms, characteristics, unique advantages and the development trend of interactive advertising from the perspective of design.At the beginning of this thesis, the definition, advantages and disadvantages of traditional advertising are discussed, and as an extension, the definition and current main forms of interactive advertising are studied as well, including internet interactive advertising, interactive TV advertising, mobile phone advertising, and other forms of interactive media advertising. Based on the analyses of the concept of interactiveness conducted by scholars in different disciplines, the main characteristics of interactive advertising are abstracted, such as interchangeability, instantaneity, feedback, changeability, regeneration, and the like. In view of the current situation of China, this thesis further studies internet interactive advertising with the focus on the positioning of its advantages, which is grounded on the distinctiveness of interactiveness; furthermore, the method of positioning web interactive advertising and the development trend and future of internet interactive advertising in the social background of experience economy are explored in depth.