Title:	AN EVALUATION ON THE EFFECT OF INTERACTIVE ADVERTISING DESIGN
Author(s):	Chih-Hsiang Ko, Ai-Jing Tsai
ISBN:	978-972-8939-76-2
Editors:	Gunilla Bradley, Diane Whitehouse and Angela Lin
Year:	2012
Edition:	Single
Keywords:	Interactive advertisement, interactive device, advertising effect.
Type:	Full Paper
First Page:	12
Last Page:	18
Language:	English
Cover:
Full Contents:	click to dowload
Paper Abstract:	Traditional advertisements use one-way communication to deliver messages to target audiences without considering their feedback. People live in an environment filled with advertisements and until recently can only passively receive information. However, the demand for interactivity has become an important characteristic for advertisements in a globalized consumer market. Based on human-computer interaction theories and multimodal interaction theories, interactive devices with infrared multi-touch system and image detection were applied. Commercial advertising contents were designed and used on interactive devices for the evaluation of advertising effects. The results could be concluded as follows. (1) Interactive advertisements were acceptable to different age groups and could deepen target audiences’ impression of product types and brand names. (2) Interactive advertisements were effective to promote brand preference and acceptance of purchase. (3) The most effective influence of interactive advertisements was on test subjects’ brand recognition.
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