The Exploratory Research of the Effect Communication Model and Effect Improving Strategy of Interactive Advertising

TL;DR

This paper explores how interactive advertising's communication model impacts effectiveness, demonstrating that interactivity enhances communication and varies by consumer type, and proposes strategies for optimization.

Contribution

It introduces a new communication model for interactive advertising and offers strategies to improve its effectiveness based on empirical analysis.

Findings

Interactivity positively affects advertising communication.

Different consumer types prefer different interactive options.

Proposed strategies include transitioning to two-way communication and process renovation.

Abstract

Interactive advertising which characterized by interactivity has become the mainstream of advertising by gradually replacing traditional one-way advertising during the new media era. This paper has obeyed the research outline below, literature review, background description, assumption proposed, and empirical analysis. Therefore, this paper proposed the communication model of interactive advertising and drawn two related important conclusions, interactivity has brought positive effect to advertising communication, different type of consumers tend to use different interactive options in different ways. Furthermore, this paper also presented three related optimization strategies to improving the communication of interactive advertising, namely, 1.changing communication model from one-way to two-way, 2.renovating new communication process and effect-generated path, 3.renovating new strategy portfolio to improving the communication effect of interactive advertising.