The Future of Advertising is Interactive.
During all our research one constant shone through, that is that marketing is
Current conventional mass media are weak conductors of knowledge and
comprehension. This is because of a number of factors, however the main reason
is; they are non-interactive communications vehicles, in other words
conversations cannot take place.
Communication research shows that interaction raises a communication
effectiveness.The one problem facing interactive advertising is the fact that it has become
a clich in recent years, without any very clear or consistent definition of
what the word means or how it is supposed to be executed, it has none of the woolly
theorising that lies behind the arguments about various forms of so-called interactive
communication using directmarketing and electronic media (most of which involves at best
the minimum of true interactivity).
It is also practical, down-to-earth, and uses a readily comprehensible and
verified mechanism to expand the relevance and salience of advertising and other
forms of marketing communications. It can be applied to all major media and to
various other forms of communication, including new media. There is no
theoretical reason why it should not also be applied to packaging designs or
The basic elements of interactive communication are very simple, as all
communication should be. The target audience or any part of them are
provided with a Game, comprising a Quiz together with multiple choice answers.
This take the reader/viewer through the detail of a commercial or
advertisement (or both) and focuses their interest and attention on the product's selling
points. The questionnaire is (usually) presented as an exercise
in getting the public's opinions about the products. The effect is to combine
the techniques of programmed learning and game playing to
fix the advertising message in consumers minds, with startling results!