Research On Advertising Interactive Communication Effects

In recent years, with the wide spread of new technologies such as network anddigital technology, individualized and initiative need of consumers are increasinglyprominent, which is bound to exert unprecedented and revolutionary influence on thetheory and practice of advertising communication. The unidirectional, forcefuldissemination of traditional advertising is difficult to break the consumers’information barrier caused by information overflow. Interaction transmission is anew way of advertising communication accompanied by the development of newtechnology and new needs of the society. Based on the effect of advertising interactivecommunication, this paper has expounded the advertising interactive communication’mechanism, investigated and analyzed its influence on psychological and behavioreffect of consumers, and put forward the strategies to promote the impact ofadvertising interactive communication.Through research, this paper holds that active participation is the core ofadvertising interactive communication, and audiences’ participation has become animportant part of the interactive advertising campaign. Advertising interactivecommunication has the characteristics of audience initiative, real-time interaction,process controllability, interactive media diversification, mainly implemented byman-machine, man-content, man-man forms. The action principle is to, with the helpof interaction, strengthen advertising forces on audience, and the improvement of theexperience of audience will enhance the effect of the advertising communication. Itsprocess can be summarized into three stages as contacting, strengthening anddeepening; Psychological motivation of consumers to participate in interacti on is thatinteraction can meet its sense of associated and presence needs, and by settinginteractive scenarios and incentive conditions can stimulate consumer’s interactivebehavioral. Through the combination of theory with practice, theory and questionnairecomprehensive analysis found that the interactive process for consumers, on the onehand, to some extent, can arouse the attention, generate the interest, resonant, meetthe needs, and namely implement the psychological effect of the advertisement. Onthe other hand, it also can attract interactive participation, lead to seek, facilitatepurchase, share information, and namely implement the behavioral effect of theadvertisement; This paper argues that shift advertising communication mode, reduce the advertising interactive communication s barriers, strengthen the integration of theeffect of advertising interactive communication are three main strategies of improvingeffect of advertising interactive communication. Among them, change the mode ofadvertising communication includes changing the mode of audiences accepting andprocessing information and disseminator planning and communicating advertisinginformation. Reduce the hurdles of advertising interactive communication need tocross the technical threshold from the aspects of communication technology,performance technology and acceptance technology, and cross the involved thresholdfrom the aspects of sensory involvement, emotional involvement and culturalinvolvement. Strengthen the integrated effect of advertising interactivecommunication can be achieved by jointing tripartite to overall power, absorbingpower to optimization design, selecting resources to rational allocation and coalescingchannels to reinforcement.