Engagement
Engagement measures the extent to which a consumer has a meaningful brand experience when exposed to commercial advertising, sponsorship, television contact, or other experience. In March 2006 the Advertising Research Foundation defined Engagement as "turning on a prospect to a brand idea enhanced by the surrounding context". The ARF has also defined the function whereby engagement impacts a brand:
Engagement is complex because a variety of exposure and relationship factors affect engagement, making simplified rankings misleading. Typically, engagement with a medium often differs from engagement with advertising, according to an analysis conducted by the Magazine Publishers of America.
Related to this notion is the term program engagement, which is the extent that consumers recall specific content after exposure to a program and advertising. Starting in 2006 U.S. broadcast networks began guaranteeing specific levels of program engagement to large corporate advertisers.
Read more about this topic: Engagement Marketing
Famous quotes containing the word engagement:
“Pardon me, you are not engaged to any one. When you do become engaged to some one, I, or your father, should his health permit him, will inform you of the fact. An engagement should come on a young girl as a surprise, pleasant or unpleasant, as the case may be. It is hardly a matter that she could be allowed to arrange for herself.”
—Oscar Wilde (1854–1900)
“We must continually remind students in the classroom that expression of different opinions and dissenting ideas affirms the intellectual process. We should forcefully explain that our role is not to teach them to think as we do but rather to teach them, by example, the importance of taking a stance that is rooted in rigorous engagement with the full range of ideas about a topic.”
—bell hooks (b. 1955)
“But not gold in commercial quantities,
Just enough gold to make the engagement rings
And marriage rings of those who owned the farm.
What gold more innocent could one have asked for?”
—Robert Frost (1874–1963)