Understanding Interactive Marketing Communication.

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.