The Research Of Advertising Interactive Communication Pattern

Along with the development of productivity, customer-orient and audience-central idea has becomes more important. The advertising interactive communication such as network advertisement and interaction marketing has become the most potential advertising manner. However, most of them have neither theoretic nor strategic guidance. To address this situation, this paper analyzes this brand new advertising pattern and provides several principles for practical applications.First, I conclude the normal understand of advertising interactive communication. After that I propose a most reasonable define that the advertising interactive communication is an organized and interpersonal advertising communication activity between provider and customer. I then propose a pattern with the characteristic of communication universality and advertisement particularity.By analyzing the pattern proposed above, I summarize its three key elements-media, disseminator and receiver. I discuss the change of advertising interactive communication pattern, from customer pattern to traditional media pattern and now to new media pattern, along with the change of three key elements. Through the observation of its basic structure and movement shape, I expound the mechanism of the new pattern, including the equal relationship between economy ascendance and information ascendance of disseminators and receivers, the principles of "use and satisfaction" and "community strength" driving the interaction inside and outside, and the process of inter-trade in advertising interactive communication.In the end, according to the mechanism analyzing and the comparison between the interactive communication and unilateral communication, this paper gives some suggestions on pushing the interaction of advertisement. These suggestions embody the whole steps of advertising investigation, creativity, performance, publish, and evaluation, including production database establishment, intercommunication supply, a whole-day feedback channel support and so on.