International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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A Study on an Effective Process Strategy Model of Interactive Advertising in Smart Media

  • Ahn, Jong Bae (Department of Media adervtising, Hansei University)
  • Received : 2019.11.17
  • Accepted : 2019.11.29
  • Published : 2020.02.29
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Abstract

One of the typical characteristics of smart media is that it is interactive, which shows a different form and property from the existing mass media, and also changes the way users use it. This change requires a different system from the existing method in the advertising process strategic model for effective interactive advertising in smart media. We attempted to derive an effective smart media interactive advertising process strategic model by understanding the interactive advertising processin smart media that is expected to continue to grow asthe main market of the advertising market and identifying the constituent factors. To this end, We analyzed the preminiary research results of interactive advertising and organized expert panels for the Delphi method and reflected their opinions and evaluations. The components and factors of interactive advertising were found and the effective interactive advertising process strategy model in smart media was derived from this study.

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