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

📝 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.

💡 Analysis

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.

📄 Content

THE EXPLORATORY RESEARCH OF THE EFFECT COMMUNICATION MODEL AND EFFECT IMPROVING STRATEGY OF INTERACTIVE ADVERTISING Ding Wanxing1
1College of Communication and Art Design, University of Shanghai for Science and Technology, Shanghai, China 270258632@qq.com

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.

KEYWORDS Interactive advertising, communication model, optimization strategy

1. INTRODUCTION 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. Specifically, this paper has two aspects of research objectives and research level, first of all, whether interactivity is the key factor to improving the advertising effect or not, second, whether the consumer characteristics effected interaction options’ usage or not. Thus, this paper has used the method of empirical research with the case of New Balance, and aimed to exploring the internal communication model of interactive advertising through the mathematical analysis.
2. LITERATURE REVIEW 2.1. Interactive Advertising Broadly speaking, interactive advertising (IA) communication includes advertisement on many kinds of platforms and channels such as Internet, CD-ROMs and the kiosks around stations. In this level, interactive advertising includes any ads which audience were required to make reply, even banner ads belong to interactive ads under this context because it required to click.
   However, the research topic of this paper focus on the Internet interactive advertising, especially the household FMCG brands interactive advertising, for example, New Balance running shoes.
   There were mainly three reasons for choosing FMCG brands, first of all, minimize the research scope to maximize the research representative, secondly, different kinds of ads such as commercials and PSAs bearing different advertising appeals, designs as well as production; finally, the experimental data sample of this paper were collected from college students, taking students purchasing intension and ability into consideration, chosen FMCG brands interactive advertising as the research target ensured the higher scientific and representative statistical
   analysis compared to high-grade durable goods such as real estate, machinery manufacturing. 2.2. Communication Model
   Model, a simplified theory form of representation of reality, which has four main functions, first of all, organizational function, namely to reveal the order and the interrelationship among different systems, secondly, interpretational function, which means providing information in a simply and clear way while in other ways these information would become complex or ambiguous, thirdly, inspirational function, namely to guide people to focus on the core aspects of a process or a system, and finally, prediction function, which means to make prediction of the process and result through a model. Starting from Lasswell’s 5W liner model, the research of communication model has made the first breakthrough by introduce the concept of structure, process into the research area of communication in details. Later, Schramm, Dans both referred to communication was not the one-way process from sender to receiver, but the two-way and recycling process by introducing receiver feedback mechanism, therefore, cybemetic model of communication was known as emphasizing receiver’s initiatives. Until Riley couple introduce social structure as external factor into communication model theory, the advent of social system model has supplemented and completed the communication model theory.
   Thus, the three main communication models above were not only revealed the significance to research the interactive advertising communication model, but also suggested some research tips of communication model in this

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