The Exploratory Research of The Effect Communication Model and Effect Improving Strategy of Interactive Advertising
The Exploratory Research of The Effect Communication Model and Effect Improving Strategy of Interactive Advertising
The Exploratory Research of The Effect Communication Model and Effect Improving Strategy of Interactive Advertising
1, February 2016
ABSTRACT
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.
KEYWORDS
Interactive advertising, communication model, optimization strategy
1. INTRODUCTION
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. Specifically, this paper has two aspects of research
objectives and research level, first of all, whether interactivity is the key factor to improving the
advertising effect or not, second, whether the consumer characteristics effected interaction
options usage or not. Thus, this paper has used the method of empirical research with the case of
New Balance, and aimed to exploring the internal communication model of interactive
advertising through the mathematical analysis.
2. LITERATURE REVIEW
2.1. Interactive Advertising
Broadly speaking, interactive advertising (IA) communication includes advertisement on many
kinds of platforms and channels such as Internet, CD-ROMs and the kiosks around stations. In
this level, interactive advertising includes any ads which audience were required to make reply,
even banner ads belong to interactive ads under this context because it required to click.
DOI : 10.5121/ijma.2016.8102
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The International Journal of Multimedia & Its Applications (IJMA) Vol.8, No.1, February 2016
However, the research topic of this paper focus on the Internet interactive advertising, especially
the household FMCG brands interactive advertising, for example, New Balance running shoes.
There were mainly three reasons for choosing FMCG brands, first of all, minimize the research
scope to maximize the research representative, secondly, different kinds of ads such as
commercials and PSAs bearing different advertising appeals, designs as well as production;
finally, the experimental data sample of this paper were collected from college students, taking
students purchasing intension and ability into consideration, chosen FMCG brands interactive
advertising as the research target ensured the higher scientific and representative statistical
analysis compared to high-grade durable goods such as real estate, machinery manufacturing.
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The International Journal of Multimedia & Its Applications (IJMA) Vol.8, No.1, February 2016
3. MAIN RESEARCH
3.1 Research Objectives
Specifically, there are two research objectives in this paper, whether the interactive
characteristics will affect the communication effect of advertising; whether the
characteristics of consumers will bring differences on the usage of interactive advertising.
Based on these two research objectives, this paper has certain values in academic theory level as
well as the actual operation level. In the level of academic theory, this paper aimed to provide a
clear effect-generate path for the communication patterns of the interactive advertising, in order
to integrate the research of advertising communication effect, also to enrich the research of
interactive advertising.
On the other hand, in the level of actual operation of interactive advertising, the empirical
research in this paper not only explored the communication and sales results after the interaction,
but also integrated the entire research skeleton from consumer to product sales, which provided a
whole complete research cycle concluded interactive advertising, consumer characteristics as well
as the design of interactive dimensions and options.
The International Journal of Multimedia & Its Applications (IJMA) Vol.8, No.1, February 2016
This paper used comparative experimental investigation method. In specific, the author divided
research subjects into two groups, experimental group and control group. First of all, taking the
students number of University of Shanghai for Science and Technology as sampling frame and
sampled 90 students as research subjects according to the table of random numbers; secondly,
arrange research groups, sorting by those samples surname stroke, then the singular arranging to
experimental group, while the dual arranging to control group, and they would be required to
browse interactive advertising website with high-interactivity and with low-interactivity
respectively, and after browsed respondents were asked to complete investigation questionnaire.
Furthermore, in order to control variables to analyse the communication model accurately, the
author chose the same brand (New Balance), the same style (VAZEE Collection Running Shoes)
and the same advertising content, which means, the comparative interactive advertising website
with the same content but the different degree of interactivity, in order to exploring the
interactivitys effect to the communication of interactive advertising. Therefore, the lowinteractivity ads were simply a copy of the brands information with no added interactivity
features, while the high-interactivity ads contained more types of interactivity features such as
hypertext, comments form, linked visuals and so on.
Specially, the experimental investigation of this paper was field experiment, namely,
experimental respondents could finish this experiment at anywhere they feel convenient and
comfortable and in anytime they were free, which only appliance they need was a computer with
Internet access. Thus, this field experiment highly restored the real online-shopping experience,
there were no time limit as well as location limit of experiment, when respondents browsed the
experimental website materials, respondents can enjoy browsing as long as they wish, while
respondents finished the step of browsing website, they were asked to closing the website and
could not open it again when they answering investigation questionnaire.
The International Journal of Multimedia & Its Applications (IJMA) Vol.8, No.1, February 2016
cycle promote the advertising effect under the core mechanism of interactivity. On the other hand,
the more interaction, the better effect of advertising. Like Kevin Kelly pointed out in his book
Mechanism, which referred to cumulative social organizations show something as the taste of
pure mathematics which beyond good neighbor relations. This incremental system is based on
information flow, which strains trust and competition into an inter-dependent networks, with the
increase of these links, this enhanced and accelerated strength also increases accordingly. In
interactive advertising, the incremental system of interactive effect is also based on the
information flow which is given by interactive options design. The more interactive links, options
and buttons, the more extensive consumer interaction degree will be, and the strength promoted
by this effect increased correspondingly.
In summary, the author proposed the following six hypotheses.
H1.Interactivity can improve the advertising comprehension, namely, the advertising
comprehension of high-interactivity advertising will be higher than the level of comprehension of
the low-interactivity advertising.
H2. Interactivity can improve the advertising attitude, namely, the attitude toward advertising of
high-interactivity advertising will be higher than the level of attitude of the low-interactivity
advertising.
H3.Interactivity can improve the purchase intention, namely, the purchase intention of highinteractivity advertising will be higher than the level of purchase intention of the low-interactivity
advertising.
H4.Consumer with High-Need for Cognition (HNFC) will use human-information interaction
more than consumer with Low-Need for Cognition (LNFC).
H5.Consumer with High-Need for Emotion (HNFE) will use human-human interaction more than
consumer with Low-Need for Emotion (LNFE).
H6.Consumer with High-Product Involvement (HPI) will use human-information interaction
more than consumer with Low- Product Involvement (LPI).
Wherein, H1, H2, H3 were designed to exploring whether interactivity was the key factor to
improving the advertising effect in terms of comprehension, attitude and purchase intention,
whereas H4, H5, H6 aimed to research relationship between consumer and interaction usage,
which combined subjective and objective aspects together, bring a comprehensive interactive
advertising communication effect model form the former consumer to mediate interactive options
as well as to latter communication effect.
The International Journal of Multimedia & Its Applications (IJMA) Vol.8, No.1, February 2016
Comprehension was measured by six semantic judgement and two open questions, and about the
semantic judgement questions, answer right scored one point, answer false scored zero point, the
results are listed in tables 1, 2 and 3.
Tabel1. Summary of open questions
N=90
H-interactivity
n=45
L-interactivity
(n=45)
Table2. Group statistics for the comprehension of high & low interactivity advertising
Comprehension
H-interactivity
L-interactivity
N Means
45 5.16
45 2.40
Standard
deviation
.852
.963
Tabel3. Independent Samples Test for the comprehension of high &low interactivity advertising
Levenes test
for equality
of variances
Equal
comprehensi Varianc
on
es
assume
Sig.
df
Sig.
.314
.047
14.3
79
88
.000
2.756
.192
2.375
3.136
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The International Journal of Multimedia & Its Applications (IJMA) Vol.8, No.1, February 2016
Levenes test
for equality
of variances
Equal
comprehensi Varianc
on
es
assume
Equal
Varianc
es not
assumed
Sig.
df
Sig.
.314
.047
14.3
79
88
.000
2.756
.192
2.375
3.136
.000
2.756
.192
2.375
3.136
14.3 86.70
79
4
Base on the T-test results presented in Tables 3, the mean scores of comprehension level of lowinteractivity group was 2.40, and the mean scores of comprehension level of high-interactivity
group was obviously higher than the low-interactivity one. And the Levenes test for equality of
variances showed statistically significant at the .05 level (F=0.314, p<0.05), so variance uneven
of two samples, T=14.397, df=86.704., p<0.05. Therefore, there were statistically significant
differences of comprehension levels caused by the interactivity degree, hypothesis 1 was
supported.
Additionally, interactivity indeed influenced respondents comprehension to advertisement
message in different dimensions through an important way. Firstly, respondents comprehension
to ads was enhanced inevitably through continuous interactions. Second of all, the level and the
depth of respondents comprehension would be different caused by different level of websites
interactivity, shown as table2, Although respondents from two groups could understand the
research brand, namely, New Balance Running Shoes, further and deep comprehension to ads
showed significant differences, specifically, there are 8 respondents recalled the NB
evolutionary lightweight running shoes which accounting for 18 percentage of high-interactivity
group, while only 1 respondent could recall this message which just accounting for 2 percentage
of low-interactivity group. Thereby, 23 respondents from high-interactivity group recalled
VAZEE running shoes from NB accurately, while only 9 respondents from low-interactivity
group could recalled the same message, 37 respondents from high-interactivity recalled three
different types of NB VAZEE running shoes which accounting for 82 percent of the group, while
only 20 respondents from low-interactivity group could recalled the same message, the
comprehension between the two groups were significant which close to 2 times. Last but not least,
there were still some respondents expressed more appreciation and praise over the lowinteractivity version. From their point of view, the low-interactivity version holds the reputation
of clear website style and tone of design, complete information and the distinguished level system.
The author convinced the phenomenon was associated with the respondents characteristics like
website experience closely, wherein, about 81 percentage (n=13) respondents scored lower than
average in Need for Cognition (M=53.12), and approximately 94 percentage (n=15) respondents
has lesser website experiences (M=5yrs).
H2. Interactivity can improve the advertising attitude, namely, the attitude toward advertising of
high-interactivity advertising will be higher than the level of attitude of the low-interactivity
advertising.
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The International Journal of Multimedia & Its Applications (IJMA) Vol.8, No.1, February 2016
Table4. Group statistics for attitude evaluation of high & low interactivity advertising
Advertising
attitude
H-interactivity
L-interactivity
N
45
45
Means
24.27
20.87
Standard
deviation
5.833
4.409
Table5. Independent Samples Test for the attitude of high & low interactivity advertising
Levenes test
for equality
of variances
Attitude
Equal
Varianc
es
assume
Equal 5.698
Varianc
es not
assume
d
Sig.
df
Sig.
95%
Confidenc
Std.
e Interval
Mean
Error
of the
Differ
Differ
Difference
ence
e nce
Up
Lower
per
3.120
88
.002
3.120
81.90
5
.003
5.
3.400 1.090 1.232 56
8
5.5
66
.019
Based on the Tables 4 and5, the mean scores of attitude evaluation level of low-interactivity
group was 24.27, which was much higher than the mean scores of comprehension level of highinteractivity group (M=20.87). And the Levenes test for equality of variances showed
statistically significant at the .05 level (F=5.595, p<0.05), so variance uneven of two samples,
T=3.120, df=81.905., p<0.05. Therefore, there were statistically significant differences of attitude
evaluation levels caused by the interactivity degree, hypothesis 2 was supported.
H3.Interactivity can improve the purchase intention, namely, the purchase intention of highinteractivity advertising will be higher than the level of purchase intention of the low-interactivity
advertising.
Table 6. Group statistics for purchase intension of high & low interactivity advertising
Purchase
Intention
H-interactivity
L-interactivity
N
45
45
Means
12.09
9.27
Standard
deviation
1.663
1.498
Standard error of
the mean
.248
.223
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The International Journal of Multimedia & Its Applications (IJMA) Vol.8, No.1, February 2016
Table7. Independent Sample Test for purchase intension of high & low interactivity advertising
Levenes test
for equality of
variances
Purchase
intention
Equal
Varianc
es
assume
Equal
Varianc
es not
assumed
.006
Sig.
df
95%
Std.
Confidence
Mean
Error
Interval of the
Sig. Diffe
Differ
Difference
rence
e nce
Lower Upper
8.45
8
88
2.159
3.485
8.45 87.06
.000 2.822 .334
8
5
2.159
3.485
.040
Based on the Tables 6 and7, the mean scores of purchase intention of low-interactivity group was
12.09, which was much higher than the mean scores of purchase intention of high-interactivity
group (M=9.27). And the Levenes test for equality of variances showed statistically significant at
the .05 level (F=0.006, p<0.05), so variance uneven of two samples, T=8.458, df=87.065, p<0.05.
Therefore, there were statistically significant differences of purchase intention caused by the
interactivity degree, hypothesis 3 was supported.
In sum up, interactivity indeed brought a significant improving effect to advertising effect as we
predicted before, and in specific, interactivity is persuasive to helping improving comprehension,
attitude evaluation and purchase intention gradually.
Furthermore, in addition to the impact of interactivity, whether consumer characteristics
influenced the comprehension level of advertising. This part of research has vital significance to
modify the practice of interactive advertising, namely, advertisers have to customize different
interaction features to different consumers with different type of characteristics.
To research H4, H5 and H6, the author used a combination of cross 6*2 of related variables
which listed in Tables 8.
Table 8. Combination of cross 6*2 of variables.
HNFC
LNFC
HNFE
LNFE
HPI
LPI
Human-Information interact
HNFC-Human-information interact
LNFC-Human-information interact
HNFE-Human-information interact
LNFE-information interact
HPI-information interact
LPI-information interact
Human-Human interact
HNFC-Human-Human interact
LNFC-Human-Human interact
HNFE-Human-Human interact
LNFE-Human-Human interact
HPI-Human-Human interact
LPI-Human-Human interact
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The International Journal of Multimedia & Its Applications (IJMA) Vol.8, No.1, February 2016
Table 9. Group statistics (Need for cognition)
Human-Information
interaction
Human-Human
interaction
N
45
45
45
45
HNFC
LNFC
HNFC
LNFC
Means
19.33
16.56
16.42
17.89
Standard
deviation
3.431
2.473
3.101
3.231
Standard error of
the mean
.511
.369
.462
.482
Levenes test
for equality
of variances
Equal
Varian
ces
assume
Humaninformation
Equal 4.310
interaction
Varian
ces not
assume
d
Equal
Varian
ces
assume
Human-human
.079
Equal
interaction
Varian
ces not
assume
d
Sig.
df
95%
Confidence
Std.
Interval of
Mean
Error
the
Sig. Diffe
Differe
Difference
rence
nce
Upp
Lower
er
5.992
88
.000 3.778
.631
2.525
5.
03
1
80.00
.000 3.778
1
.631
2.523
5.
03
3
2.067
.668
-3.393
.7
40
87.85
.003
3.096
2
2.067
.668
-3.393
.7
40
.041
5.992
3.096
88
.003
.780
Human-Information
interact
Human-Human interact
HNFE
LNFE
HNFE
LNFE
N
45
45
45
45
Means
16.02
17.07
18.18
16.73
Standard
deviation
3.621
3.422
3.645
3.063
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The International Journal of Multimedia & Its Applications (IJMA) Vol.8, No.1, February 2016
Table 12. Group statistics (Product involvement)
Human-Information
interact
Human-Human interact
N
45
45
45
45
HPI
LPI
HPI
LPI
Means
17.56
17.46
18.08
16.53
Standard
deviation
3.609
3.262
3.040
3.571
Levenes test
for equality of
variances
Humaninformation
Interaction
HumanHuman
interaction
Equal
Varian
ces
assum
e
Equal
Varian
ces
not
assum
ed
Equal
Varian
ces
assum
e
Equal
Varian
ces
not
assum
ed
.163
4.428
Sig.
df
Sig.
95%
Confidence
Std.
Interval of
Mean
Error
the
Differ
Differe
Difference
ence
nce
Low
Upper
er
-1.137
88
.259
-.844
.743
2.32 .632
0
-1.137
87.71
9
.259
-.844
.743
2.32 .632
0
2.035
88
.045
1.444
.710
.034
2.85
5
2.035
85.46
5
.045
1.444
.710
.033
2.85
5
.687
.038
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The International Journal of Multimedia & Its Applications (IJMA) Vol.8, No.1, February 2016
Table 14. Independent Samples Test (Product involvement)
Levenes test
for equality of
variances
Humaninformation
interaction
Equal 1.834
Varianc
es
assume
Equal
Varian
ces not
assume
d
Human-human Equal
.505
interaction
Varianc
es
assume
Equal
Varian
ces not
assume
d
Sig.
df
.179
-.276
88
95%
Confidence
Std.
Interval of
Mean
Error
the
Sig. Differ
Differe
Difference
ence
nce
Upp
Lower
er
.783 -.200
.725 -1.641 1.24
1
.725
-1.641 1.2
41
.010 1.844
.699
.455 3.23
4
.699
.455
.479 2.638
88
3.2
34
Based on tables 9 to 14, we can infer consumer usage preference. From the level of the usage of
human-information interaction, respondents with high-need for cognition (M=19.33)>
respondents with high-product involvement (M=17.56) > respondents with low-product
involvement (M=17.46) > respondents with low-need for emotion (M=17.07) > respondents with
low-need for cognition (M=16.56) > respondents with high-need for emotion (M=16.02). From
the level of the usage of human-human interaction, respondents with high-need for emotion
(M=18.18) > respondents with high-product involvement (M=18.08) > respondents with lowneed for cognition (M=17.89) > respondents with low-need for emotion (M=16.73) > respondents
with low-product involvement (M=16.53) > respondents with high-need for cognition (M=16.42).
Meanwhile, from statistics of the mean distribution level showed in tables above, the following
three conclusions can be drawn roughly. First of all, the usage level of human-information
interaction was highest for respondents with high need for cognition, while the usage level of
human-human interaction was highest for respondents with high need for emotion. Secondly,
there was statistically significance between consumer with high or low product involvement in
the level of the usage of human-human interaction rather than human-information interaction.
Thirdly, from the perspective of the usage level of human-human interaction and human-human
interaction, high-need for cognition always accompanying with the characteristics of low-need for
emotion, high-need for emotion always accompanying with the characteristics of low-need for
cognition. Those two characteristics above always occupy the two extremes of the scale, as
shown below in figure1.
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The International Journal of Multimedia & Its Applications (IJMA) Vol.8, No.1, February 2016
Figure1. Consumer characteristics scale
Furthermore, based on the T-test results showed in tables above, the mean usage level of humaninformation interaction of respondents with high-need for cognition (M=19.33) was higher than
respondents with low-need for cognition (M=16.56), F=4.310, p<0.05, so variance uneven of two
samples, then T=5.992, df=80.001, p<0.05. Therefore, there were statistically significant
differences of human-information interaction usage to different consumers with high or low level
of need for cognition, hypothesis 4 was supported.
And from the perspective of the usage of human-human interaction, the mean usage level of
human-human interaction of respondents with high-need for emotion (M=18.18) was higher than
respondents with low-need for emotion (M=16.73). F=4.428, p<0.05, so variance uneven of two
samples, then T=2.035, df=85.465, p<0.05. Therefore, there were statistically significant
differences of human-information interaction usage to different consumers with high or low level
of need for emotion, hypothesis 5 was supported.
From the perspective of the usage of human-information interaction, the mean usage level of
human-information interaction of respondents with high-product involvement (M=17.56) was
higher than respondents with low- product involvement (M=17.46).But the t-test showed p>0.05,
there was no statistically significant differences of human-information interaction usage to
different consumers with high or low level of product involvement. Conversely, from the
perspective of human-human interaction, the mean usage level of human-human interaction of
respondents with high-product involvement (M=18.08) was higher than respondents with low
product involvement (M=16.53). F=0.505, p<0.05, then refine T=2.638, df=88, p<0.05. Therefore,
there were statistically significant differences of human-human interaction usage to different
consumers with high or low level of product involvement. Hypothesis 6 was not supported.
In a word, hypotheses 4 and 5 was supported, consumer with High-Need for Cognition (HNFC)
will use human-information interaction more than consumer with Low-Need for Cognition
(LNFC). Consumer with High-Need for Emotion (HNFE) will use human-human interaction
more than consumer with Low-Need for Emotion (LNFE). Hypothesis 6 was not supported,
respondents with high-product involvement prefer use human-human interaction rather than
human-information interaction.
5. CONCLUSIONS
5.1 Communication Model of Interactive Advertising
Overall, the author summarized the communication model of interactive advertising as well as the
effect improving strategies showed in figure2.
Figure2. Communication model of interactive advertising
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The International Journal of Multimedia & Its Applications (IJMA) Vol.8, No.1, February 2016
The International Journal of Multimedia & Its Applications (IJMA) Vol.8, No.1, February 2016
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The International Journal of Multimedia & Its Applications (IJMA) Vol.8, No.1, February 2016
Authors
Ding Wanxing
Tel. +86 183-1715-9290
Add. No.516 Jungong Rd., Yangpu District, Shanghai, China. 200093
Master, College of Communication and Art Design, University
of Shanghai for Science and Technology. The main research
direction is interactive communication and interactive advertising.
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