Study: Interactive ads shouldn't make false promises

02/19/2008 | Advertising Age (tiered subscription model)

Although interactive ads generally yield greater consumer interest, the quality of the interactive pitch and choice of platform are keys to their overall success, according to a study commissioned by British digital shop Weapon 7. "One of the surprises of our study was that encouraging consumers to interact under false pretense, such as drawing them in with promotions they won't necessarily get, or if they feel tricked, can have an equally negative impact," said Steven Hess, the agency's managing partner.

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