Interactive advertising

Interactive advertising is the use of interactive media to promote and influence the buying decisions of the consumer in an online and offline environment. Interactive advertising can utilize media such as the Internet, interactive television, mobile devices (WAP and SMS), as well as kiosk-based terminals. Interactive advertising affords the marketer the ability to engage the consumer in a direct and personal way, enabling a sophisticated and dimensional dialog. This personal interaction can affect a potential customer's buying decisions, particularly in an e-commerce environment. Perhaps one of the most effective implementations of interactive advertising is viral marketing. This technique uses images, text, hyperlinks, Flash animations, and multimedia, passed from user to user chain letter-style, via e-mail. A notable example of this is the Subservient Chicken, an interactive marketing campaign produced by Burger King to promote its new line of chicken sandwiches and the "Have It Your Way" campaign. Interactive advertising is also assuming other avatars, such as online directories for brands. These directories presently perform a complementary role to conventional advertising, helping viewers recall and compare brands primarily seen on television. Response is mediated usually through forms and click-to-call technologies.