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Abstract

Abstract:

        This study addresses innovative advertising campaigns and their effectiveness in influencing the audience and the reality of advertising campaigns that involve the audience in interacting with their visual messages. The first chapter of this study addressed the research problem, which was represented by the following question: What is the effectiveness of the design of innovative interactive advertising campaigns? While the research objective was to highlight and explain the effective means of designing innovative interactive advertising campaigns.

In its theoretical aspect, this study addressed two topics that dealt with the conceptual framework for designing unconventional advertising campaigns and interactive advertisements in graphic design, as well as a set of theoretical indicators that the theoretical framework yielded. The third chapter determined the research community, its sample, and its tools for analysis, while the fourth chapter addressed the results and conclusions of the research. Among these results was that (the use of technological tools to create interactive awareness advertising campaigns has become an urgent necessity, as technology contributes to enhancing audience interaction with graphic messages and increasing their participation in them.), as well as recommendations related to the subject of the study.