A Comparative Study of the Interactivity of Internet Advertising and Traditional Advertising Thesis

To extend a communication medium to 50 million people, it took 38 years for radio, 15 years for television, and only 5 years for the Internet. Before and after the birth of the Internet, it has existed as a communication exchange tool used in the fields of defense, science and technology, and education. Until the World Wide Web (WWW) appeared in the early 1990s, a large number of information sources were linked globally in hypertext format (HTML format), which finally formed a new type of cross-border global media. The concept of the fourth media was formally put forward at the annual meeting of the United Nations Committee on Information held in May 1998.

In June 1998, the World Cup in France, the Clinton scandal case, the Internet for the first time, with its unique interactivity, overpowering the traditional media, such as the press, radio, television, and so on, to establish the status of the fourth media.

In 1999, the 46th Cannes International Advertising Festival listed Internet advertising as the third category of the awards after print advertising, film and television advertising, and became one of the three major events. In China, in June 1998, Guozhong.com's coverage of the World Cup soccer matches earned 2 million yuan in advertising revenue, marking the successful landing of online media advertising on the mainland.

In a word, the Internet and online advertising have achieved a position to rival traditional media and traditional media advertising.

One, the traditional advertising media and the characteristics of traditional media advertising

There are many advertising media, including television, radio, newspapers and other mass media, but also street signs, light boxes, transportation and other outdoor media, as well as POP, packaging, telephone yellow pages, catalogs and other media, and even the human body, toilet walls and other "new" media can be utilized, and of course, there is also the growing INTERNET. Of course, there is also the growing INTERNET media. Among them, newspaper, radio and television are recognized as the three traditional advertising media. The advertisements released through these three media are the main traditional media advertisements.

Analysis of traditional advertising media and traditional media advertising, its characteristics are shown in:

1, the coverage domain

Any media has a specific scope of dissemination and target, such as regional, national, international. Coverage domain is an important indicator in the development of media strategy, specific selection of media.

Television media has a wide range of communication, but the target of the TV advertisement is not targeted, and the target of the appeal is not accurate.

Radio advertising has a wide range of target audiences, almost universal. And there are still a considerable number of illiterate people who are not able to read, but they can use the radio to get information. This is not comparable to any other media.

Newspapers have a clearer scope of communication, international, national and regional, comprehensive and specialized.

2. Reach

The media coverage of TV, radio and newspapers are very wide, and they are the main ways for people to get all kinds of information in their daily life.

3. Concurrent readability

Concurrent readability means that the same media is read or watched (listened to) by more people. Television, radio, newspapers are all media with high readability.

4, attention rate

Attention rate is the degree of attention to the advertisement.

Television advertising due to the rich audio-visual image, high facsimile, bright colors, to give consumers a deep impression, and easy to remember and the highest rate of attention.　　The biggest advantage of the radio media is the wide range. Newspaper media covers a wide area, but the attention rate is lower.

5, authority

Television media, CCTV and local television advertising compared to the former than the latter has more obvious authority. The same is true for radio and newspapers.

6, infectious

From the point of view of modern advertising information dissemination to analyze, the impact of television on consumers is higher than other media, the strongest infectious force on people. Newspaper to text and picture dissemination of advertising information, even if it is a color version of the facsimile effect and image of the performance is far worse than television, radio, the infectious force is the worst.

7, real-time

Television and radio are the most suitable media for time-sensitive advertising, followed by newspapers.

Television is less time-sensitive than radio due to equipment and other constraints. However, advertising on radio is limited by program scheduling and time constraints.

8, persistence

In a sense, the three traditional media are not strong persistence - real-time.

Two, the characteristics of online media and online advertising

Network media has the characteristics of traditional media, and has its own advantages, there are traditional media can not be compared.

(I), the psychological advantages of online advertising

Internet media and online advertising compared with traditional media and traditional media advertising, its biggest advantage is not in technology, but in psychology. Research on Internet users shows that consumers so click on the ads, psychological factors are the main motivation. Internet advertising is a consumer-oriented, personalized form of advertising. Consumers have more freedom than in front of traditional media. They can choose whether to receive and which advertising messages to receive according to their own personality traits and preferences. Once consumers make a choice to click on the advertisement, their psychology has been firstly recognized, and in the subsequent two-way communication of the advertisement, the advertisement information can enter into the consumer's psychology without any obstacles, and realize 100% persuasion to the consumer. (Of course, if the consumer chooses not to click, it is 100% ineffective communication!)

(2) Other features

1. Wide coverage

It is a global information transmission network consisting of various networks, large and small, all over the world in accordance with the unified communication protocol. From the advertising user market, the user market in all corners of the world, even a small business online, may become an international company overnight.

2, large information capacity

In the INTERNET advertisers to provide information capacity is not limited. There is no need to worry about the expensive advertising costs that increase every second in the traditional media.

3, audio-visual effects of the comprehensive

Network advertising due to advanced technology, with the traditional media in the text, sound, picture, music, animation, three-dimensional space, virtual visual aspects of all the functions, to achieve a perfect unity. Compared with traditional media, online advertising can give consumers a comprehensive shock in the visual, auditory, and even tactile aspects when disseminating information.

4, the unity of real-time and persistence

Network media has the function of changing information at any time, advertisers can change the advertising information at any time according to the needs of advertisers can be adjusted 24 hours a day to the price of the product, the commodity information, you can instantly disseminate the latest product information to consumers.

And the online media can also save the advertising information for a long time. Advertisers can set up websites about their products, which can be kept at all times, waiting for consumers to inquire about them at any time. Thus realizing the unity of real-time and persistence.

5, advertising accuracy

The accuracy of online advertising includes two aspects. On the one hand, it is the accuracy of the advertiser's target market. The network is actually composed of a group, these organization members often have *** with hobbies and interests, invariably formed after the market segmentation of the target customer groups. Advertisers can put specific product advertisements to the site with the corresponding consumers, the target market is clear, so as to be targeted. The audience will also pay more attention to the advertisement information because it is related to their own specialty. On the other hand, it is reflected in the accuracy of the advertising audience. Internet access is required to pay, consumers browse the site, will only choose to really catch the interest of the advertising information, so the network advertising information to reach the audience of high accuracy.