Communication research shows that interaction raises a communication's effectiveness.
During all our research one constant shone through, that is that marketing is
conversations.
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.
The one problem facing interactive advertising is the fact that it has become
a cliche in recent years, without any very clear or consistent definition of
what the word means or how it is supposed to work.
Properly executed it has none of the woolly theorising that lies behind the
arguments about various forms of so-called interactive communication using
direct marketing 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
product literature.
The basic elements of interactive communication are very simple, as all
communication should be. The 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 and focuses their interest and attention on the products selling
points. The questionnaire is (usually) presented as an exercise
in getting the publics 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.
In the face of growing clutter of advertising messages and the increasing
ability of consumers to screen out unwanted commercials and ads., there is also
a growing problem for advertisers in breaking through the surrounding noise.
By presenting advertisements in the form of a Game it alters the consumers
perception to the content making the communication process far more effective,
by providing an enjoyable mechanism for consumers to become involved with
the brand and its advertising message.
This meets the desire, evident among consumers, to open up a dialogue with
at least some of the manufacturers or service companies whose products they
buy; and also feeds consumers evident wish to be better informed about what it
is they are being asked to buy.
By getting consumers to make a commitment to finding out more about an
advertisers offer, the interactive technique can create the conditions for
positive attitudes towards the advertiser and positive learning about the product
advertised.
In addition to providing this encouragement for consumers to focus on the
brand and to develop for themselves the steps of the argument that should
lead to a purchase the technique can provide the advertiser with valuable
feedback about both the product and its advertising. This is a dialogue that
can benefit both sides, and be seen to be doing so.
By its very nature, the technique is totally accountable, so much so that it
is, without a doubt the most heavily research concept in the history of
marketing communication.
Many of the worlds largest independent research companies have measured the
incremental increases that just one exposure to an interactive programme can
bring.
