The Study On The Development Process Of Network Interactive Advertising

Network interactive advertising is the product of commercial network.As the network media become a important channel for the daily information gain and the concept of integrated marketing.Network interactive advertising research has become the "hot" pot in the study of advertising.For the development of the network interactive advertising is rare.Through to the status data statistics and the comparative study on the related literature,5w mode analysis our country network interactive advertising development environment characteristics,And this paper studies rely on the different environment. Extracting network two core problems existing in the process: One is the relationship with the traditional advertising; another is the advertising creative, advertising itself factors such as type,interactive development situation.To interactive advertising creative concept into a mode to the network,network interactive advertising divided into five stages:From 1997to1999,is advertising newly born level, From 2000to2003,is advertising deepening stage; From 2004to2007,is the integration of network interactive advertising medium; From 2008to2009,is a stage of the return of network interactive advertising content; 2010 to now is the integration of network interactive advertising.This shows:the process of the network interactive advertising is the history of influencing between the network interactive advertising and traditional advertising.Because the changing network environment is a important factor to network interactive advertising.Network interactive advertising will also along with the cultural environment, social economic environment and network environment.The process in our country present stage development characteristics.Rely on tidying the process.Hope to provide reasonable theory basis about network interactive advertising.