Engagement is one of the hottest topics in advertising. With zapping, surfing, media message overload, and plummeting attention spans, advertising can no longer be effective by just putting it in front of a lot of eyeballs — unless a lot of hearts and minds are attached, too. How does one choose what works best?
Advertisers and their agencies that increasingly recognize the need to make real connections with their potential customers know that understanding and utilizing engagement is the key to creating the potential for more effective advertising. More.
( Reader Involvement PDF report by AdAge and Guideposts)
Monday, October 02, 2006
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