Interactive ads: More like a product than an expense

Advertising provides information and entertainment and seeks to develop various images to help consumers justify their relationship with the organization. It is the product, however, that most reciprocates a buyer's involvement with the firm in the long term and which ultimately results in customer satisfaction. Advertisers and their agencies should conceptualize interactive promotion not as advertising the marketer pays for, but as a product for which the consumer pays. In the age of interactivity, many firms will create products that effectively promote their other products and services.