Cybernetics

The cybernetic model of advertising involves an interactive element that offers a direct exchange with its audience; the advertisement encourages the audience to take part in some aspect of the campaign, this interaction can even be recorded and included in the brand's wider campaign. This form of advertising is something more than the traditional 'transmission' model whereby a message is simply delivered to an audience. The rise in developments of the cybernetic model in advertising has created more links to brands on the internet and in social networking; by giving this alternative platform, they are raising the amount their advertising will be encountered, and making it easier to connect and interact with their audience.

An example of this form of advertising can be seen in Old Spice's 'Smell like a man, man' campaign; after the initial release of the TV advert, which sparked awareness and interest in the campaign. As part of their response, the brand launched an interactive digital campaign that involved the actor responding to Twitter posts and Tweeting as the character in response to his fans and followers. The audience then feel better connected with their audience and thus better connected with the brand.