Exploring The Communication Model And Effect Improving Strategy Of Interactive Advertising

Interactive advertising which characterized by interactivity has become the mainstream of advertising by gradually replacing traditional one-way advertising during the new media era.On the one hand,the great achievement of digital technology provided more possibility for interactive advertising to develop rapidly,such as providing media like SNS,mobile media,search engines,games,videos and so on,on the other hand,the research topic of academic has changed from the surface research of concept and category to deeper communication effects research as well as interactive design.Whether the communication effect of interactive advertising is similar to traditional advertising's or not? Does interactivity improve advertising effect? How to effect and how to improve interactive design? Such those questions need to be solved urgently to academics and practitioners.This paper has obey the research outline below,background description-literature review-case study and assume-empirical research-model refine-correlation analysis-strategy analysis.Thus,this paper implement trilogy type of research,that is to say,case study to reveal surface phenomenon and rules,empirical research to explore communication model and effect correlation analysis to propose optimization strategy.Therefore,this paper proposed the communication model and effect generation road map of interactive advertising and draw three related important conclusions,interactivity has brought positive effect to advertising communication effect indeed,interactivity effected advertising comprehension,attitude as well as purchase intention gradually,which were closely related,and different consumers tended to use different interactive options in different ways.Furthermore,this paper also presented six optimization strategies to improving commnucation effect of interactive advertising,namely,1.changing communication values from broad to targeted,2.changing communication model from one-way to two-way,3.renovating effect path from AIDMA to AIIIA and self-enhanced,4.changing target audience choice from the 80/20 rules to long-tail law,5.changing interactive design from ROI to SPS and ECB,6.Interactive design strategy portfolio,such as high NFC/PI-high human-message interact,high NFE/PI-high human-human interact.