Interactive Network AD Preliminary Explore

The contradiction between Internet advertising mandatory and the audience initiative is an important factor that has been influence the depth development of network advertising.In "the audience center","consumer leading" era, the traditional "one-way communication" advertising idea already is hard to adapt to the development of The Times.Based on the contradiction,the paper discusses thenecessity of the interactive network advertising communication and the development ideas of the network advertising initiative audience.At the same time, the paper thinks the network advertising of initiative audience will gradually get rid of machinery imitation of TV advertising, can effectively coordinate the conflicts between "pass"and "audience", prompting from the "one-way immersed" of the traditional advertising to the audience "interaction" of interactive advertising.In addition, the paper theoretically analysis the theory origin, characteristics and types of the interactive network advertising and thinks the interactivity is the key to success of the network advertising. Finally the interactive network advertisement brand shaping value, further expounds the interaction characteristics of Internet advertising in network marketing in the role.At present, the interactive advertising in the proportion of Internet advertising is small, but it as a new force in the advertising industry, that made a profound impact on new media society,.it is with its own unique advantages, playing the role that cannot be ignored.The main text structure is as follows:The first chapter discusses the interactive advertising is the inevitable development of online advertising, through comparative studies of the traditional media advertising and Internet advertising, and the flow from the traditional network advertising to interactive network advertising.The second chapter presents the background of interactive network advertisement. It exists in certain social, technology, economic background, and also depends on the development and mature of these conditions.The third chapter presents the theoretical root, concept, basic characteristics and the division of types of the interactive network advertising and deepens the understanding from the perspective of the interactive advertising network.Chapter four presents design theory and method of interactive network advertising. Interactive advertising design makes the fundamental compared change:in addition to the designs of the content, pays more attention to the information architecture, the design of the user interface, etc.Chapter five presents the future trend of the interactive advertising network and discussed a good interaction effect of rules.