From graphic design to innovative techniques: The practices of contemporary interactive advertising

Interactive advertising is a pioneering idea in the world of advertising and promotion of services and products, as it is keen to find common ground between designers and recipients, which provides the opportunity for the client to share proposals that serve the advertisement and give it some developmental touches. Its novelty lies in its departure from the framework and mold of traditional stereotyped advertisements. Therefore, it was necessary to highlight the role of interactive advertising in the process of meeting the requirements of the consumer, especially since design and advertising form an integrated system of pillars in achieving the desired goals. Here arises the problem of this study, which seeks to understand and analyze the current state of interactive advertising. This thesis tries to observe the background, basics, characteristics and applications of contemporary interactive advertising, including the types and methods. It involves both interactive advertising and its relation to marketing preferences and influencing consumer behavior. In this work, I explore interactive advertising with respect to its impact on the consumer and I do this through the analysis of a sample group of advertisements.