The Research Of The Promotional Advertising Effects For The Interactive TV In Buildings

In recent years, emerging media gradually begins to enter consumers’ attention andgrab limited attentional resources. Advertisers take more and more intense contention foradvertisement market. Advertising competition and offset from each other in theadvertising process become a factor not to be ignored, and holding the advertiser’sattention. In order to win the favor of advertisers, media operators own advertisementeffect evaluation system with a certain inclination. It is difficult to achieve the objectivetruth. Advertising strategy and evaluation become a challenging work.This paper studies the development and evolution of advertising effect, especiallyinteractive media advertisement related research. The article has reviewed thedevelopment of interactive TV, with focus media Q card business as an example, usingSPSS as the analysis tool. Besides, the paper takes the research on the effect of the focusmedia Q card business and the interactive promotional advertise in building. The articlechooses three measurable core indicators, namely "fresh","convenience" and "useful",and then they synthesize a comprehensive index, namely "advertisement effect". Three tothe advertising effect size from high to low: convenience (0.81), usefulness (0.77), fresh(0.24). Based on the regression equation for the analysis of variance, it exists a significantlinear relationship between the dependent variable "advertisement effect" andindependent variable "fresh","convenience" and "usefulness". It is reasonable to usethese features to describe the effect of advertisement. In addition, through analyzing thecoefficient of determination of the independent variable on the dependent variable, Qcard interactive advertising effect can be judged by "fresh","convenience" and "usefulness" in81%. According to the research results, it comes the related suggestions toimprove the effects of the interactive media advertise. Finally, it describes the limitationof the research and looks forward to the direction on the advertisement effect research inthe future.