Interactive Advertising Typology
| Autor: | Tetiana Bozhko, Inna Aleksieienko |
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| Rok vydání: | 2023 |
| Předmět: | |
| Zdroj: | Demiurge: Ideas, Technologies, Perspectives of Design. 6:24-40 |
| ISSN: | 2617-880X 2617-7951 |
| DOI: | 10.31866/2617-7951.6.1.2023.279025 |
| Popis: | The purpose of the article is to establish the most probable determinants for the classification of interactive advertising and to identify and systematise, on their basis, the variable forms of implementation of advertising messages, as well as to establish the possibility of their interaction. Research methodology: the method of complex analysis was applied. The scientific novelty is the systematisation of scholars’ views on the typology of interactive advertising, its updating, and supplementation. It is established that the classifications of interactive advertising presented so far have already lost their relevance since they were limited by the platforms of placement of advertising messages or forms of broadcasting and did not take into account the conditions of the interaction of various technologies in the process of implementing interactive advertising messages. This study, based on a synthesis of such determinants as creation and distribution technologies, as well as forms of content and the nature of interaction with consumers, identifies the following types of interactive advertising: advertising via mobile communications and television; advertising on the Internet; environmental installations (with and without gadgets); events and activities. It is found that mobile communication technologies are currently a connecting link between most forms of interactive communications and remain effective both as a separate form of advertising and in combination with television and Internet advertising. It has also been established that innovative technologies of augmented reality (AR) and virtual reality (VR) can be classified as differentiated types of advertising messages, depending on the presence of programmed or spontaneous transformations under the influence of the interaction of advertising messages based on these technologies with consumers. Transformations absence allows them to be classified as environmental installations, while the presence of a variable plot and scenario leads to the classification of AR and VR as events and activities. Conclusions: interactive advertising design involves the deliberate use of variable forms of its implementation, the choice and justification of which should be facilitated by the typology presented by us. The possibility of differentiating between different types of interactive advertising and taking into account their features is confirmed by a thorough analysis of each type of interactive advertising. Thus, we get a holistic picture based on which we can build advertising strategies, and offer the most effective ways to communicate with consumers and use one or more of the above types of advertising messages. |
| Databáze: | OpenAIRE |
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