| Abstract |
| Today we live in an unpredictable era of digital revolution. The shift from analogue to digital is completely transforming our life and culture, and such major changes will continue to affect our life in the future as well. It would be the media for ads and promotion as a sector of communications that have witnessed the most conspicuous development of innovative digital technology which has already deeply penetrated the cultural base. Digital technology is drastically changing the techniques, contents and communications of the mass media such as broadcasting and movies as well as the traditional media of newspapers and magazines. Moreover, it is completely altering the paradigm for the whole process from gathering, processing and handling to receiving information. Such paradigm shift has also changed ways to communicate with customers. In the past customers were just given information as passive receivers, while today they are increasingly raising their voices as active participants with the help of remarkable alterations in communication methods. At the very peak of this dramatic evolution of communications are interactive ads. Interactive advertisements are attempting to communicate with customers through a variety of media in order to establish successful marketing strategies. The interactive ads found in almost all kinds of media are part of a cultural phenomenon that offers not just various contents but also provides rich substance, enormous entertainment and infinite fun. Furthermore, they are continuing to expand their power by bringing about a series of brand new media. To examine such interactive advertising strategy as part of marketing communications, this paper will examine advertisement types for each of the five media: print interactive ads, electric wave interactive ads, outdoor interactive ads, online interactive ads, and cross-media interactive ads. |
|
|
| Key Words |
| 인터랙티브 광고, 마케팅 커뮤니케이션, 광고유형, interactive ads, marketing communications, advertisement types |
|
|
 |
|
Full Text