General advertising as well as Sustainability Advertising operate by sending out "unidirectional messages" to its entire audience at one. At the same time the ability to connect with the single consumers as well as the chances for them to respond are strongly limited. That means the creation of feedback-relationships between corporations and its customers through sustainable advertisement is limited too. To avoid the typical one-way communication and to provide consumers and corporations with the chance to give and receive feedback, advertising can be used in combination with other key media such as online communication or labeling. Interactive advertising then enables the company to build op strong customer-relationships despite the primer lack of personalized messages.