The Future of Advertising is Interactive.

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.

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

product literature.

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!