On the importance of online advertising creative strategy Online advertising creative strategy based on: Online advertising creative strategy through the USP theory - Brand Theory - positioning theory in the 20th century 90s, a new theory and began to affect the creativity, this is the IMC. IMC&#39;s main contribution is to clearly put forward the concept of integrated marketing communication, stressing advertising, sales promotion, public relations and publicity, personal selling, direct marketing and other marketing communications and coordination to promote a combination of factors to determine the spread of the same target, targeting the same target audience, design a consistent dissemination of information, combining different communication channels, to focus, continuous line of communication to spread the greatest consistency effects, and from the traditional linear one-way two-way communication shift interactive communication, from communication to communication. The reason why the idea of Integrated Marketing Communication in the network platform to be fully implemented and the implementation, because the network Besides the obvious forms of advertising, you can also carry out public relations, event marketing and online trading and other forms of marketing, which will be ad , sales promotion, public relations, direct marketing and other elements of the network platform, launched at the same time, make the network integration and interactive online advertising to become the most important ideas to consider two characteristics, with clever ideas can help enterprises to obtain better dissemination of results, so online advertising creative strategy in the main marketing point is reflected in both integrated and interactive. Online advertising creative and importance of an integrated strategy Online advertising creative integrated strategy is the network platform marketing creativity, integration of all aspects of the network elements of the formation of a good idea of the thinking process activities. (1) online advertising creative importance of an integrated strategy Online advertising creative integration tactics can be used the first news portal to link to, reproduce, recommendation, participation, comments and other open, large scale explicit form can also be personal messages, friend, hung out a small site links , available for download and other hidden forms of advertising and creative content of the network to become the central topic, which adds a great sensation for the advertising. (B) of the online advertising creative use of methods of integrated strategies Crafted online advertising marketing activities or events. Online advertising can change shape as the traditional hard-advertising experience ad form for consumers to take the initiative to experience. Certain activities or products through direct contacts with consumers online, the campaign information directly, the image transfer to audiences deeply. Its primary advantage is the market segment in place, with very high effective message arrival rate. Such an advantage was advertising the network is required to conduct marketing activities, or events to Queli carefully designed, full use of network transmission speed, wide coverage by the mass audience itself, who is also the disseminators of information, the characteristics of the Internet on the activities or events involved in discussions to form the focus of attention, the center topic. NIKE2005 in China by a network of creative advertising campaigns is a good example. Activities are NBA star LeBron James came to China to participate in the Nike 3 on 3 street basketball. Around the star&#39;s arrival, special events conducted on-line video chat friends call, personalized product assembly and cool tattoo collection and other activities. In addition to normal web advertising style of couplets, but also make full use of network media features dynamic full set of rich media advertising. The integration of online advertising and activities to attract the audience&#39;s attention, enhance their motivation, participation and preference so as to enhance the brand recognition of NIKE. Interactive online advertising creative strategy is extremely important Online Advertising innovative interaction Xing Celuejiushi through 利用 network technology, leading Shouzhongcanyu content style right products, brands, activities Chansheng understanding, recognizing He Gong Ming, to achieve by the mass both sides should interact in creative thought processes. (A) of the interaction is the most prominent feature of network media. Web media and traditional media is compared to the most prominent features of strong interactions. Dan Chen in the &quot;How to face the networks of mass communication theory&quot; mentioned, the fundamental significance of online media is that it subverts the traditional mass media, those with strict boundaries between audience and change one-way transmission of two-way communication for individuals, given communicator with the audience the freedom to change roles. Online advertising over the media as the carrier to retain full consideration of the audience will process information and motivation, so that the audience in a spontaneous psychological drive to accept advertising messages, rather than as traditional advertising information mandatory indoctrination. Audience is no longer passively accept advertising, but to master and control the advertising initiative, and participate in advertising into the content and dissemination. The results show that the interaction will affect the site preference of the audience, to attract and extent of psychological, but also affect the level of trust users on the site, interactive online advertising to better enhance the degree of participation favor of consumption. (B) of the online advertising creative use of interactive methods of strategy Online advertising creative should focus on interactive technology. The so-called technology of interactive multimedia is necessary to apply technology to create complex visual effects and Jiaohugongneng De new online advertising, more abundant form in the advertising performance, set the video broadcast, FLASH animation, games, web links, comments, online survey, online shopping and other functions in one of its greatest feature is the two-way interaction - ad form and process will be adjusted with the evolution of the audience. Creative interactive network, should be combined with marketing, creative use of interactive technology. Online advertising creative should focus on interactive experience. Experience interactive creative strategy is to give consumers a well-visit experience. For the users to provide a full brand experience, Qizhongbaohan a visual, sound, Neirongjiegou Deng Xiao Feizhe in the communication process so that could pay elements, Shi Qi from the view, select the ads to participate in the game, and then more detailed product information, to the simulation trial, has been to order, can be completed through interactive online advertising. This innovative approach to the customer&#39;s entertainment experience to appeal to skillfully Apartments sales with entertainment, so bring out the desire of consumers to buy. Therefore, when enterprises in online advertising creative and interactive only skillfully integrated closely linked to online advertising, Internet public relations topics, online mall and other network resources, open up one by one, the network platform to start vigorous both innovative and effective advertising campaign publicity in order to better meet the appropriate marketing objectives and communication objectives. ?