Cybernetics is method of analysing a system, in our case the system is the method of advertising, for example integrated or digital. Cybernetics is most effective when the system is a feedback system where the action of the system affects the system itself.
Feedback within advertising is extremely important it creates a conversation between the brand and the consumer or target audience. It allows the brand and the advertising agency to monitor the progress and effectiveness of the campaign, allowing appropriate changes to be made to increase the effectiveness of the campaign. The most effective form of cybernetics within advertising is interactive advertising, a form of advertising that requires mutual interaction between consumer and creator (or ad).
Interactive campaigns can range from ones where you may not even know how you are contributing to it (FIgure 1) or ones where you physically have to interact with the ad to find out what the message is or gain some sort of reward (FIgure 2).
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interactive advertising « Zoom Creates Blogs. 2015. interactive advertising « Zoom Creates Blogs. [ONLINE] Available at:http://www.nineteenfortyone.com/tag/interactive-advertising/. [Accessed 01 March 2015].
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