The Internet Ad Effectiveness Of Perceived Value And Interactive Advertising

2012, a video ad has quickly shown up in the Internet, named science online video, due to network audience pay an active participation in the video advertising content distribution, like re-creation of content (UGC). Then the type of video advertisement have has a " viral" spread.In the new media era, the Internet users not only as a but also as a producers of information in the communication process. As the network audience has the a high option, leading advertisers and branders has an weak effectiveness in this process, therefore, advertisers and branders must change the past attitude. Advertisers and branders need take a consumer’s point of view, realize that they need to know how to influence the audience to take an activity participation in the process, how they handle the advertising information. Advertisers and brands must understand, the information of brand and product, how they influence the network users in the online advertising communications, what the power of internet users to the advertising information.At present, for most online advertising effectiveness study from the advertiser perspective, like from the online advertising categories, the form of advertising, features of advertising. while from audience perspective research is little. So from a consumer perspective to research the Internet advertisement effectiveness is much more important. So this article attempts to explore the factors that influence communication effectiveness of online advertising, summarizes how the key factors affecting the effectiveness of online advertising.This article from the view of the audience, on the basis of uses and gratifications theory, the elaboration likelihood model, the Dual Mediation models, technology models accepted theories, proposed the perceived value and interactive advertising has an impact on advertisement communication effectiveness. Based on previous questionnaire mature scale, designed a questionnaires, and get the research sample data online, then use SPSS19.0to analysis statistical data. When analysis the total effect of advertising communication research and analysis, there is a big differences with other research scholars, have taken the other impact factors of consumers into consideration, took them as factors control variables and covariates. And in this analysis process, have control the mediating effect of advertising attitude on o, in order to have a better predictive model. Ultimately, through this Study, we found the impact factors on advertising communication effectiveness. The perceived value of entertainment, information has a significant influence, while they have a different impact on advertising effectiveness.And the interactive advertising also has an influence on the advertising effectiveness, that is interactive-machine interact has an significant influence on advertising effectiveness, but human-human interact only has an significant influence on purchase intentions. In conclusion, based on these research points, raised a number of marketing practice recommendations for advertisers and branders.