  Interactive advertising which characterized by interactivity has become the
mainstream of advertising by gradually replacing traditional one-way
advertising during the new media era. This paper has obeyed the research
outline below, literature review, background description, assumption proposed,
and empirical analysis. Therefore, this paper proposed the communication model
of interactive advertising and drawn two related important conclusions,
interactivity has brought positive effect to advertising communication,
different type of consumers tend to use different interactive options in
different ways. Furthermore, this paper also presented three related
optimization strategies to improving the communication of interactive
advertising, namely, 1.changing communication model from one-way to two-way,
2.renovating new communication process and effect-generated path, 3.renovating
new strategy portfolio to improving the communication effect of interactive
advertising.
