Interactivity in action

Paul Ashby

Describes a technique for interactive communication, used by the author's company. The method uses a questionnaire or `quiz game' in which the target audience is taken through the detail of a communication; this focuses their attention on the selling points.

Interactivity in action

Paul Ashby, the interactive marketing group ltd, argues that agencies are failing to exploit communications theory

Paul Ashby

Tell me and I'll forget: show me and I may remember: involve me and I'll understand.

Old Chinese proverb

'Interactivity' has become a clich in marketing discussion in recent years, without any very clear or consistent definition of what the word means or how it is supposed to work. We at img have been employing a very simple, practical form of interactivity for many years, which has been designed to enhance dramatically the effectiveness of advertising campaigns. It is...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands