Interactive print, as Ethan Goller describes it, is print that combines with other media to engage recipients in a variety of ways leading to a variety of outcomes. Goller, the president of Structural Graphics, notes that one way to make print interactive is to incorporate special effects such as sound, light, and video into the printed piece. The objective, he says, should be to create "a feedback loop of intelligence" that makes sales and marketing channels more efficient.
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