The future of advertising has to be interactive! Marketing Articles | April 26 Tony Pollard Cowboys Jersey , 2007

The traditional, though now out-dated, model of communication against which advertising has been judged is a one-way process whereby a Sender sends a message to a Receiver, who is then expected to absorb and act upon it. Although any consumer-aware advertising person knows well that consumers use ads Connor McGovern Cowboys Jersey , rather than the reverse, the practice in most agencies remains the traditional one of pushing ads out towards the market and hoping for a response.



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 Trysten Hill Cowboys Jersey , in other words ?conversations? cannot take place.


Communication research shows that interaction raises a communication?s learning effectiveness.


The one problem facing interactive advertising is the fact that it has become a cliché 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 Taco Charlton Cowboys Jersey , 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 readerviewer through the detail of a commercial or advertisement 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