When interactive “events” have been prepared together with a direct request for the viewer to pay particular attention to participating TV commercials, there is a substantial and measurable lift in brand awareness and message comprehension, which always lead to increases in sales.

To demonstrate the effectiveness of interactive programmes linked to terrestrial TV here are just some examples

Please consider this piece of evidence:

P & G wished to evaluate an advertising technique and asked that Dr. N.Roberto, Coca-Cola Foundation Professor of International Marketing, to evaluate over $10 million of independent research examining the effectiveness of this technique, that claimed to make advertising more effective and accountable.

His conclusion:

“The interactive programme and the participating products generated recall scores that are more than 50% more productive than normal advertising. The effect on purchase intention is just as impressive if not much more.

All these productivity increments are attainable at a reasonably inexpensive budget with one client revealing that for its participating brand, its quarter television expenditure was $5.7 million as compared to its budget for this technique of $0.5 million. This 1:10 ratio has been obtained in a number of countries.” Source: AGB: Gallup: Martyn Research: Bourke: NOP. City Insights & more.

This technique creates a personal dialogue between your brand(s) and your customer and is truly interactive. One of the many benefits that this interaction brings to you is that you can use existing media to create really effective and accountable programmes.

This would then allow you to generate the sort of results demonstrated above and, at the same time, make your existing reach and frequency model on television work that much harder! Demonstrably so!

And you don't have to change a thing…you can continue your current advertising, with the additional advantage of positively developing it as a result of the feedback you generate, making it even more effective.

So, ten times more effective, without changing anything. Don't you think that that's an opportunity to good to be missed?

When interactive “events” have been prepared together with a direct request for the viewer to pay particular attention to participating TV commercials, there is a substantial and measurable lift in brand awareness and message comprehension, which always lead to increases in sales.

To demonstrate the effectiveness of interactive programmes linked to terrestrial TV here are just some examples o

All these productivity increments are attainable at a reasonably inexpensive budget with one client revealing that for its participating brand, its quarter television expenditure was $5.7 million as compared to its budget for this technique of $0.5 million. This 1:10 ratio has been obtained in a number of countries.” Source: AGB: Gallup: Martyn Research: Bourke: NOP. City Insights & more.

This technique creates a personal dialogue between your brand(s) and your customer and is truly interactive. One of the many benefits that this interaction brings to you is that you can use existing media to create really effective and accountable programmes.

This would then allow you to generate the sort of results demonstrated above and, at the same time, make your existing reach and frequency model on television work that much harder! Demonstrably so!

And you don't have to change a thing…you can continue your current advertising, with the additional advantage of positively developing it as a result of the feedback you generate, making it even more effective.

So, ten times more effective, without changing anything. Don't you think that that's an opportunity to good to be missed?

When interactive “events” have been prepared together with a direct request for the viewer to pay particular attention to participating TV commercials, there is a substantial and measurable lift in brand awareness and message comprehension, which always lead to increases in sales.

To demonstrate the effectiveness of interactive programmes linked to terrestrial TV here are just some examples

This technique creates a personal dialogue between your brand(s) and your customer and is truly interactive. One of the many benefits that this interaction brings to you is that you can use existing media to create really effective and accountable programmes.

This would then allow you to generate the sort of results demonstrated above and, at the same time, make your existing reach and frequency model on television work that much harder! Demonstrably so!

And you don't have to change a thing…you can continue your current advertising, with the additional advantage of positively developing it as a result of the feedback you generate, making it even more effective.

So, ten times more effective, without changing anything. Don't you think that that's an opportunity to good to be missed?

When interactive “events” have been prepared together with a direct request for the viewer to pay particular attention to participating TV commercials, there is a substantial and measurable lift in brand awareness and message comprehension, which always lead to increases in sales.

To demonstrate the effectiveness of interactive programmes linked to terrestrial TV here are just some examples

And you don't have to change a thing…you can continue your current advertising, with the additional advantage of positively developing it as a result of the feedback you generate, making it even more effective.

So, ten times more effective, without changing anything. Don't you think that that's an opportunity to good to be missed?

When interactive “events” have been prepared together with a direct request for the viewer to pay particular attention to participating TV commercials, there is a substantial and measurable lift in brand awareness and message comprehension, which always lead to increases in sales.

To demonstrate the effectiveness of interactive programmes linked to terrestrial TV here are just some examples

When interactive “events” have been prepared together with a direct request for the viewer to pay particular attention to participating TV commercials, there is a substantial and measurable lift in brand awareness and message comprehension, which always lead to increases in sales.

To demonstrate the effectiveness of interactive programmes linked to terrestrial TV here are just some examples of the increases recorded by independent research.

Sources: AGB, NOP, Gallup

According to Gallup the four participating brands, Birds Eye Fish Fingers, Sara Lee, Sunsilk Shampoo, Duracell Batteries experienced an average increase in awareness of television advertising of 231%.

These results are just the tip of the iceberg in demonstrating that terrestrial TV aligned with interactive events can produce staggering increases in all key measurements, including sales.

The first rule of your advertising, obviously, is to get noticed but that is easier said than done. In the advertising arena everyone is trying to get noticed and as is clearly accepted these days, this results in substantial levels of clutter.

However, link terrestrial TV to interactive "events" in print and you will discover, that your job of creating additional sales becomes much, much, easier. And isn't that what you want, an easier job with less hassle?

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 work.

Properly executed it has none of the 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 both practical and 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. You can apply it to all of the 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 literat