Expanding the Interactive Aspect of Digital Advertising in the Environment and the Structure of Its Communication Process with the audience

The present research deals with the approach of expanding the interactive aspect of digital advertising in the environment and the structure of its communication process with the audience, with the aim of investigating the methods of interactive advertising in relation to the way it communicates with the audience. Today, this method of advertising is due to the way the audience participates in completing the advertising message and the attractions it has for the audience; It is increasingly growing and expanding. Many companies, educational institutions, health and social institutions try to attract and participate the audience to introduce their products or message. Accordingly, the purpose of such a research is how to benefit from audience participation, the aspects of interaction in digital interactive advertising in the environment and the methods of sending and receiving messages. The purpose of this research is the process of creating a relationship between the audience and interactive advertising. This research has been done in a descriptive-analytical way and based on the approach of digital advertising in the environment and the way of audience participation based on audience theory. In conclusion, the results of the research show that interactive advertising should be done by creating a sense of curiosity and innovation for the audience, creating visual appeal, presenting the message based on the personality needs of the audience, so that the audience is encouraged towards the advertising message. In this regard, by examining foreign and Iranian examples of interactive advertising, we have analyzed and explored the components, requirements, features and method of persuading .the audience

کلیدواژه ها:

Interactive advertising ، Web ، Environment ، Digital ، Interaction ، Audience