INTERACTIVE technology and the information super-highway will lead to ''individually answerable advertising'' that would generate instant responses and orders, said Michael Bungey, chief executive of Bates Worldwide.
He told the 34th World Advertising Congress in Cancun, Mexico, this would enable advertisers to know almost immediately whether they were succeeding or failing to market their clients' goods effectively.
''I welcome that accountability,'' he said. The new options would also stimulate creativity, he said.
Mr Bungey also coined a term for those most likely to respond to tailored advertising - ''techthusiasts'' - whom he defined as affluent, educated, with a median income of US$55,000 and, importantly, owned personal computers.
''The consumer is the boss. And the interactive consumer will be the most powerful boss of them all,'' he said.