Paul Ashby Email & Phone Number

Up until a few years ago advertising was the province of a privileged few to the passive many. Now the ownership of moving images has passed into the hands of practically everybody and the articulation of moving images has passed into the hands of everybody with access to a phone, laptop or digital camera. We can now have our say."Together with the fact that Conventional advertising has failed the natural human need for social interaction. We have created a media society during the last 30 or 40 years where there is an extraordinary reduction in interaction because of the one-way and more passive form of information that exist!People desire to be taken account of, to affect change, learn and personalise their relationships with their environment, there are a phenomenal number of reasons which cause people to interact which go beyond just giving them things. Properly executed it has none of the woolly theorising that lies behind the arguments about various forms of so-called interactive communication using direct marketing and electronic media (most of which involves at best the minimum of true interactivity).

The Growing EvidenceAll the mounting evidence that advertising doesn't work goes totally ignored. The work on advertising effectiveness convincingly proves that there is no evidence that advertising persuades anybody to do anything; advertising can only be a 'weak' force.Then I discovered interactive Communication.... the most cost effective, measurable (and therefor accountable) marketing communication programme ever!It could be said that Interactive Communication is the key method that will kindle a wave of creative destruction and increased wealth that will match the industrial revolution!So you ask..."HOW MUCH MORE EFFECTIVE IS INTERACTIVE COMMUNICATION"?.Professor E.L. Roberto, PhD, Coca-Cola Foundation Professor of International Marketing reviewed the £5 million of independent research conducted on behalf of Interactive "Events" and provided this summary as to the techniques cost efficiency: “The "Event" participating advertisements generated recall scores that are more than 50% productive than normal advertising. The effect on purchase intention is just as impressive if not much more. All these productivity increments are attainable at a reasonably inexpensive budget. One Interactive Client revealed that for its participating brand, its quarter television expenditure was $5.7 million as compared to its Interactive budget of $0.5 million. This 1:10 ratio has been obtained in Interactive experiences in other countries.” Source: AGB: Gallup: Martyn Research: Bourke: NOP. City Insights & more.I seek to establish relationships with people who have the desire to develop this amazing (proven) technique, should any of you wish to talk to me further you can reach me on: paulashby40@yahoo.com or on landline (UK) 01934 620047,I look forward to talking with you.

Selling potential Clients on the (substantial) benefits experienced when using Interactive Communications "Events". Writing and the preparation of the Interactive Programmes; Print;Television;Direct Mail; or combination of all. Supervising of the accountability process (independent research). Analysis of the feedback and reportage back to Clients together with recommendations for "next steps" Writing of articles on the benefits of using properly structured Interactive programmes.

Advertising's failure!Conventional advertising has failed the natural human need for social interaction. We have created a media society during the last 30 or 40 years where there is an extraordinary reduction in interaction because of the one-way and more passive form of information that exists. People desire to be taken account of, to affect change, learn and personalise their relationships with their environment. These psychological and sociological factors are part of the incentive to interact with advertising.

Master Of Business Administration (Mba), Business/Corporate Communications

Inst Mkting, Marketing & Advertising Communication

Studied the theory of communication @ Harvard School of Business. Wrote & published "Television Killed Advertising" available @ Amazon.