The Martin Agency, Richmond, Va., is counting on its direct marketing unit, the Stenrich Group, to lead it into the interactive age.
Toward that end, Stenrich, Glen Allen, Va., is exploring direct applications using existing technologies. It is also trying to interest a client in an unidentified interactive TV test that would allow a viewer to chat by telephone with a person on TV.
"It will be equivalent to me having a sales appointment in someone's living room," said Stenrich Chairman Steve Isaac.
Stenrich also hopes to learn about two-way communications from clients Bell Atlantic Mobile Systems, Sprint and U S West Communications.
"I think [interactive technology] will be as ubiquitous as the VCR," Mr. Isaac said. "It's hard to say when it will happen, but it is happening in so many different ways it's snowballing. There's tremendous growth in point-of-purchase media, interactive kiosks.".
"I think its the most exciting and interesting thing to come on and it will have a greater impact on the business than anything that has happened in the last 25 years," he added.