Interactive – the future, but on whose terms?

Roderick White

In this introduction to Admap's report on interactivity, Roderick White explains the growing pervasiveness of this new form of direct marketing. Interactive communications, via traditional and internet media, mean that advertisers are having to develop new ways to avoid clutter and generate customer involvement - because marketing success in the future will be on consumers' terms.

Other articles featured in this Admap February 2007 report on Interactive:

  • What else does this article talk about?

    • Data protection & privacy
    • Digital media planning & buying
    • Digital media planning & buying
    • Digital media planning & buying
    • Direct response TV

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