In Chapter 5, Interactive Advertising, I explain and illustrate how this type of marketing media opens doors in many directions for businesses. The implications are powerful, and are substantiated by extensive Gartner Group research. Interactive advertising is worth researching, experimenting with and integrating into a marketing plan, and the examples provided in this chapter clearly illustrate a range of innovative approaches to this new technology. This is not just a passing trend; it is a permanent shift in the way business and marketing will be conducted. Companies interviewed and sharing case examples in this chapter include Ketchum Interactive, Newsweek Interactive, Saatchi & Saatchi, Red Sky Interactive, 21^st Century Media, Hypermedia Group, CD-Direct, New Order Media and SBT Software, with a detailed example of a company doing business on both sides of the firewall.