With a better understanding of the nature of Interaction allows us then to give a more precise definition of the process, that is:
“With Interactive Marketing Communication:
the reader/viewer is actively encouraged to
take careful note of what is being taught him,
learn rather than be taught the message, and
then give tangible evidence that the lesson, in
this case the advertising/marketing message,
has been learnt.
Interactive Marketing Communication ensures
that the initial message receiver anticipates
and then subsequently evidences a response
using a predetermined mechanism.