互动广告效果传播模式及效果提升策略的探索性研究
The Exploratory Research of the Effect Communication Model and Effect Improving Strategy of Interactive Advertising
摘要：
新媒体时代，以互动性为特征的互动广告逐渐取代传统的单向广告，成为广告的主流。本文遵循以下研究大纲，文献回顾、背景描述、假设提出、实证分析。因此，本文提出了互动广告的传播模式，并得出了两个相关的重要结论：互动性给广告传播带来了积极的影响，不同类型的消费者倾向于以不同的方式使用不同的互动选项。在此基础上，本文还提出了改善互动广告传播效果的三个相关优化策略：1.改变单向传播模式为双向传播模式; 2.创新新的传播过程和效果生成路径; 3.创新新的策略组合，以改善互动广告的传播效果。
英文摘要：
Interactive advertising which characterized by interactivity has become the mainstream of advertising by gradually replacing traditional one-way advertising during the new media era. This paper has obeyed the research outline below, literature review, background description, assumption proposed, and empirical analysis. Therefore, this paper proposed the communication model of interactive advertising and drawn two related important conclusions, interactivity has brought positive effect to advertising communication, different type of consumers tend to use different interactive options in different ways. Furthermore, this paper also presented three related optimization strategies to improving the communication of interactive advertising, namely, 1.changing communication model from one-way to two-way, 2.renovating new communication process and effect-generated path, 3.renovating new strategy portfolio to improving the communication effect of interactive advertising.
机构、总结、中文摘要均由AI分析而来，可能存在错误，请以论文正文为准。
