媒体互动性的变迁与广告信用的构建

营销广告信用的建构,基础就是媒体的互动性。早期原始广告本身媒体介质本能地具有互动性;大众媒体的诞生,一方面带来了"广而告之"的传播效果,另一方面又使得媒体的互动性丧失,其广告的信用也受到影响,甚至是某种程度上的缺失。当具有更高程度互动性的新媒体得以迅猛发展,立足其上的广告信用也因媒体互动性的提高而得以回归。可以说,媒体互动性的变迁使广告传播信用失而复得,旨在提高广告互动性的策略也将为广告信用的构建和发展提供基础。

Media Interaction Change and Advertisement Credibility Construction

The foundation to construct the advertisement credibility is the media interaction.The early primitive advertisements were instinctively interactive in media itself.Later,with the birth of mass media,on one hand,it brought the effect of wide advertising communication.On the other hand,it resulted in the loss of media interaction,with the advertisement credibility weakened in some degree.However,as the new media possessing more interaction develops rapidly,the advertisement credibility can return due to the improvement of media interaction.It can be said that the changes in media interaction make the advertisement credibility return,in which the strategy to improve the media interaction will be the foundation to construct and develop the advertisement credibility.