| Firstly combing through domestic and international interactive advertisingconcept put forward the concept of interactive advertising: AdvertisingCommunication, awareness of audience participation feedback to the ad, theadvertisers delivery of products, services and ideas, receiving information andfeedbacktwo-way communication. This emphasis on audience participation,and participation by the audience to determine the effect of advertising of thead is the interactive advertising. Followed by analysis of the interactiveadvertising the advantages of the new media environment, that helps toachieve better dissemination of results to help advertisers advertising marketsegments, will help enterprises more precise control of the market.Comprehensive classification and interactive advertising, interactiveadvertising, interactive TV advertising, and other digital forms of interactiveadvertising including the network interactive advertising, mobile media. Thefocus of this article is the analysis of interactive advertising strategies, articleadvertising creative, media placement and advertising effectivenessassessment of three proposed recommendations of how to enhanceadvertising interactive. Advertising creative strategy includes interests-styleinteractive strategy, manufacturing the suspense-interactive strategy, game-based interactive strategy, experiential interactive strategy. Media placementstrategies including media selection strategy, media mix strategy, mediaplacement strategy. The effect assessment strategies, including the twoaspects of the evaluation criteria and evaluation methods.Finally, the article analyzed the problems in the development ofinteractive advertising, that Interactive fracture of links in the form of a single,online and offline, lack of industry self-regulation and norms. And then predictits future trends, major emphasis on consumer feedback and user experience,focusing on the diverse expression of creative performance, and integration of resources. |
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