Interactive Communication, properly executed,

provides a win-win-win scenario for all participating parties.

For the first time in the history of commercial communication, participating parties can

expect to benefit from appearing in interactive communications

"Events".

For communication to be successful mutual self- interest has to

be satisfied. Consumers need Interactive Communication. People desire to be taken account of, to

affect change, learn and personalise their relationships with their environment. There are a

phenomenal number of reasons which cause people to interact, which go far

beyond just giving them things. When people participate in interactive

marketing communication "Events" they are told that their efforts and feedback

are of positive help to the advertisers. Moreover, by participating, they then

learn and understand the message from the advertiser, personalise their

relationship with the advertiser and their products (or services). The

benefits for participating advertisers? For the first time advertising

becomes totally accountable with payment by results only.

Interactive communication provides intelligent sales through feedback and involvement. Thus

allowing the building of intelligent databanks. Thus the interactive

Medium becomes accountable and more effective. By the very nature of

interactive "Events" the audience are captivated by the technique.

Interaction alters the way viewers/readers perceive advertising, instead of being viewed as

interruption your advertising becomes a pleasurable and meaningful source of

information. There is a substantial increase in the reading/viewing figures and

it readily counters zapping.