Best Practice Unilever

Edward Newton. City Insights.
“It is not what you say but how a person interacts with what you say that determines the effectiveness of the communication process. Further,a direct request to a reader or viewer to pay attention to a particular advertisement significantly increases the numbers doing so and the level of concentration they devote to it.”
Professor Wilbur Schramm –University of Harvard
ABSTRACT:
The Interactive Marketing Group business philosophy is based upon the above premise and is predicated upon accountability. As a result, the company has invested over £5 million in independent research in Australia, United Kingdom, U.S.A. Japan, Singapore, New Zealand and The Philippines.
These market research studies have been conducted to measure and document the impact of the IMG 'programmed instruction' technique and measurements are always made on the incremental sales generated by each interactive ‘Event’ for every participating brand. The results are presented to each client as a post evaluation.
As a result the strength of the interactive communication concept has been documented by IMG with effectiveness research of a kind and magnitude that is unique in advertising.
Interactive communication consists of three important elements:
Programmed Instruction.
Game Playing.
3. Presented as an advertising event.
Interactive Communication, properly executed, changes the way people perceive advertising and will increase consumer awareness, increase message comprehension and increase sale.
Because the Interactive Communication Technique creates an open, focused and receptive mind, it will:
Eliminate the problem of advertising clutter.
Increase advertising effectiveness.
Make advertising more cost efficient.