| 广告互动传播的实现 |
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| 引用本文： | 舒咏平.广告互动传播的实现[J].国际新闻界,2004(5):61-65. |
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| 作者姓名： | 舒咏平 |
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| 作者单位： | 华中科技大学新闻与信息传播学院,武汉,430074 |
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| 摘 要： | 广告互动传播的思想产生已近半个世纪 ,但只有现代互动媒体的问世 ,广告互动传播的概念才能形成并得以实现。广告互动传播的实现主要有两种 ,一是延时性实现 ,二是即时性实现 ;而在即时性实现中 ,网络广告、数字电视广告、手机广告成为三种主要的形式。由于媒体间呈现整合趋势 ,因此互动一体化也将成为广告传播的总态势
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| 关 键 词： | 广告 互动传播 互动实现形式 互动一体化 |
Realization of the interactive communication in advertisement |
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| SHU Yong-ping.Realization of the interactive communication in advertisement[J].Journal of International Communication,2004(5):61-65. |
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| Authors: | SHU Yong-ping |
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| Abstract: | The conception of the interactive communication in advertisement has come into being for about fifty years. But only when there is modern interactive media, concept of the interactive communication in advertisement can be realized. It was realized in two ways. One is the continuous mode and the other is the real time mode. Advertisement of network, digital TV and cellular phone are three main forms of the real time mode. |
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| Keywords: | advertisement interactive communication the mode to realize the interactive communication integration of interactive communication |
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