Communication is considered as a constitutive of the social reality; hence it should be regarded as something that is more than just a variable among others, which affect the organization’s performance as well as its life. Communication usually plays a vital role in ensuring that it enhances interactive advertising campaign. This implies that effective communication is always linked with the appropriate promotion skills in order to improve interactive advertising campaign. It is obvious that for a new brand message to be efficient in the midst of the noises, its advertising demands to be clever, visually appealing, memorable and even unique in the entire approach as well (Hackley, 2005).
Interactive advertising campaigns usually uses both online and offline interactive media, which poses effective communication with potential consumers. In order for an advertiser to achieve full promotion of goods, brands, public services announcements, and services, they must incorporate effective communication media or channels (Hackley, 2005). The initial goals or objectives of initiating interactive advertising campaigns are usually directed towards traditional advertising of products, services and goods. It is obvious that the promotion of products usually require the advertiser to accommodate key tools such as persuasion tools, which will enable them convince consumers to considered their products. Any interactive campaign should be in a position to identify the target market as well as potential target market. After identifying the target market, the advertiser will be in a position to design a communication that would suit the demand of the target market. An interactive advertising Campaign usually carries a mediated communication and mass communication qualities. Under the mediated communication, there must be something that exists between the original source and the intended receiver. Under the Mass communication, the mediated communication is normally between the source and a large audience or target market.
With the assistance of communication application, the advertiser is in a position to focus on the appropriate choices the communication source since he or she must initiate a proper channel aimed at disseminating the intended message. The chosen communication channel should match the created content of the message, thereby, discouraging any barriers that may come their way. The advertiser should consider a media with rich features such as ambiguity and efficiency. These advertisers should understand that authenticity of ensuring that the target audience develops a positive attitude towards the entire campaign. Some commentators believe that the attitude usually influences the behavior of the audience. It is obvious that communication can change the attitude of the consumers to either negative or positive attitude. Therefore, if the communication affects the audience negatively, then the product will definitely receive a negative feedback, while positive attitude will change the behavior of the client into a positive habit hence considering the product (Dainton & Zelley, 2011).
The advertisers should bear in mind that, for the message to be persuasive enough, they should focus on the receivers’ assessment ability (Dainton & Zelley, 2011). They should understand that the receiver of the advert will either judge it negative or positively depending on the impression created on their minds as well as the attitude developed. The consumers’ judgment is mainly based on how the message falls on the latitude of the receiver. If it falls in the latitude of rejection, the receiver will always exaggerate on the similarities between the message’s position and his or her position. However, if it contains the assimilation effect, definitely the message will fall just within the receiver’s latitude of acceptance, thereby; the receiver will exaggerate the similarities between the messages’ positions as well as his or her position. Therefore, the advertiser should consider creating a positive impression by establishing appealing content.
References
Dainton, M., & Zelley, E. D. (2011). Applying communication theory for professional life: A practical introduction. Thousand Oaks, Calif: SAGE Publications.
Hackley, C. (2005). Advertising and promotion: Communicating brands. London [u.a.: SAGE.
