Home >

Advantages And Disadvantages Of Interactive Advertising

2008/9/11 10:07:00 41857

??? 日本語 Fran?ais English 中文

Interactive advertising has applied advanced interactive communication technology, adopted a more reasonable mode of interactive communication, and broke through the restrictions of time and space. Information dissemination is far more than traditional advertising no matter in quantity or speed.

At the same time, it promotes the convenience, low cost and timeliness of consumers to receive or disseminate advertising information.

In particular, the interactive relationship between the two sides of the new interactive advertisement creates a strong desire to create advertisements and advertisements.

As a result, interactive advertising has more advantages than traditional advertising.

1, advertising is more vivid.

Advertising, as an attention economy phenomenon, is especially important to enhance its attractiveness.

In traditional advertisements, the reason why TV advertisements are more attractive than broadcast advertisements or print advertisements is that they can provide consumers with visual and auditory stimulation and enjoyment at the same time.

Interactive advertising provides more vivid visual and auditory stimulation than traditional TV advertisements. Combined with the control and sense of interaction brought by interactive functions, a more vivid and interesting interactive advertising experience can make consumers remember vividly.

2, timeliness and efficiency.

GeorgeStalk (1988) put forward the concept of TimeBasedCompetition (TBC) in the Harvard Business Review, "time - the next competitive advantage resource".

He believes that time is becoming a major factor affecting demand and competition.

Interactive advertising can achieve instant communication between advertisers and consumers, and has a competitive advantage that can not be compared in traditional advertising.

Traditional advertisements are mainly put into the mass media. There are many audiences in the mass media, but many people are not the target consumers of advertisers. This way of delivery may cause a lot of waste of advertising costs.

Moreover, in today's information explosion, people receive more information than load.

Mass media broadcast a lot of advertising messages which are not related to themselves. People are afraid to avoid or accept or accept them.

Even if there is a desire for feedback, but because the channel of feedback is not smooth and the cost is high, it has to give up. Interactive advertising can achieve interactive communication with consumers through efficient interactive media. Consumers can speak freely to advertisers through low-cost and convenient interactive media, thus achieving better advertising communication and feedback efficiency.

3, unlimited contact time or space.

Traditional ads only disseminate information in only a few seconds, tens of seconds of play time or very small space, resulting in monotonous, one-sided and incomplete information.

Interactive advertising provides consumers with more choices, so long as consumers are willing to have unlimited advertising contact time or space.

This greatly improves consumers' access to more angles and more complete information, and is more conducive to making reasonable consumption decisions.

4, personalization of information content and form.

Traditional advertisements are generally designed and made for a group, and its content and form are becoming more and more popular.

This stereotyped mass advertisement presents consumers with the impression that advertisements have nothing to do with themselves, so they lack the interest and motivation of attention and acceptance.

Interactive advertising can accurately identify the interests of individual consumers through interactive media, and then design targeted advertising content and form, and accurately target consumers interested in it.

Although consumers do not like advertising information, these individualized advertisements at the right time, suitable place and appropriate circumstances often touch their peripheral nerve cells.

5, accurate placement and effect measurement.

Traditional advertising is based on the demographic characteristics of the advertising media, and the media combination and placement are extensive and extremely inaccurate.

The effect measurement is often carried out by indirect means, and the interactive advertising can be directly managed according to the characteristics of the target consumer, and can directly track the response of the consumer, so as to accurately determine the advertising effect.

6, the advertising effect can be directly converted into sales.

Traditional advertisements are broadcast to consumers through radio and television or print media. Consumers are interested in advertising products. However, they may not be convenient because of time or space. Even if they have aroused the desire to buy, they can not take immediate action. As time goes on, consumers' purchase intention gradually decreases, and advertising slowly loses the opportunity to promote sales.

However, through interactive media, interactive advertising can not only vividly display the performance of goods, but also cooperate with the interactive shopping platform, once consumers' purchase intention is stimulated, they can instantly place orders.

Advertising results are directly plated into sales.

However, interactive advertising also has defects, such as requiring consumers to have higher communication skills and highly involved in advertising.

According to Elaboration Like lihood Model (ELM), when a person has the ability and motivation to process information, attitude persuasion takes place through the central path.

At this point, information argument is considered strong and forceful. People will think carefully and produce associations, so that attitudes will change in the direction of information assertion.

That is to say, under this condition, advertisements are more effective through the information of the central path.

When people lack motivation or ability to process information, the occurrence of attitude persuasion is through the peripheral path, that is, people decide whether to change their attitude. It is judged by some peripheral clues, not by careful consideration of information content. That is to say, under this condition, persuasion by surrounding path is more effective.

It can be seen that interactive advertising can only be applied to some audiences and some products.

Interactive advertising has little impact on information processing ability and low motivation audience and low involvement product types.