Analysis Of The Communication Effect Of Indirect Advertising

From the point of view of the development stage of the advertising, it has gone through several periods. They are salesman era, the era of print ads, TV advertising era, the era of media mix and online advertising era. With the development of new media advertising continues to evolve, we can say that the improvement of advertising also reflects the development process of communications media in human society. Currently advertising is pervasive and everywhere, precisely because of this strong trend, the defects of advertising have been exposed gradually. First of all, a huge number of advertising impact on people’s visual and auditory nerve every day, so that the negative mentalities are emerged. Some audiences dislike or even avoid the advertising and they think that the receiving information is a waste of time. Secondly, the advertisings are filled with fake and exaggerated information, the reducing of advertising integrity interferes the healthy operation of the advertising market, so that the audience began to doubt the authenticity of the advertising. Thirdly, the lacking of creativity and unexpected technique of expression also obstructs the positive development of advertising. Advertising is an art, artistic and aesthetic are indispensable in this area, out of these two it is hard to attract the audience’s attention and love.It is in such difficult circumstances, advertisers are constantly looking for a new way to express advertising, and then indirect advertising came into being. Indirect advertising is the opposite of traditional direct advertising, it abandoned a straightforward and declarative way to performance the advertising information, and relying on the propagation vector in an indirect way to engage with consumers. Indirect advertising as an information dissemination activities, there are various forms of performance, such as advertising news, title sponsorship in various media, the enterprise image propaganda film, advertising placement on television and in movies and so on. In essence, indirect advertising and traditional advertising, both of them want to make an impact on consumer behaviors, and aim at achieving the purpose of promoting sales ultimately.In practice, the extensive use of indirect advertising is an expanding of advertising space and it has some advantages as well. For example, in the level of advertising production, it makes the cost of capital more flexible and break through the limitations of traditional advertising time. More importantly, indirect advertising has more advantages than traditional advertising in the relationship with consumers, it subtly break the psychological defense of consumers, because the consumers themselves take the initiative to approach the information. It establishes a closer relationship between consumers and advertising in a more natural and realistic way. However, everything has two sides, there are some problems in the development process of indirect advertising. The risks faced by advertisers increased and the position of advertising itself decreased. In the development of indirect advertising, some errors are presented in the operations of advertising. Like traditional advertising, the factors of affecting its communication effect are various. Combined with the point of view of integrated marketing theory and brand theory, communicators themselves influence the dissemination of results directly. Moreover, since indirect advertising strengthened the relationship with consumers, the factor of audiences cannot be ignored.The development of new things will inevitably go through a long process. Although there are still some shortcomings in indirect advertising, it has a bright future certainly. With the development of economy and technology, the content and form of indirect advertising will continue to increase. If we want to improve the communication effect, it is necessary to follow the guide of scientific theories, keep up with the pace of technological progress and grasp the law of development of advertising. We also need to enhance the capability of creation of advertising,try to let the audiences put more trusts and interests in indirect advertising and improve the environment of receiving information. Ultimately both of the advertisers and consumers can benefit from it.