Are you beginning to the see the problem?

[Image] We want active consumers, because an active consumer is one who is buying. In this sense, active doesn’t mean getting off the couch, or even exercising, it means buying stuff. An active consumer is wonderful to brands.
Indeed, branding is about getting the name, and or product/consumer benefit in front of consumers so that when they are actively looking to buy something, they pick the thing we’re marketing.
So back to interactive. Outside of the notion that you can’t interact with a billboard, billboards certainly want to promote activity. Unlike Billboards, websites and banner ads and things that come out of the “interactive department” are interactive.
Are you beginning to the see the problem?
General advertising wants to promote activity, but it doesn’t demand it. General advertising doesn’t say, “Do it now.”

Source: Isn’t all marketing inter-active?