Engagement (marketing)

All you want to know about Engagement (marketing)

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".[1] The ARF has also defined the function whereby engagement impacts a brand: Image:Engagement.gif

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. [2]

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.[3]


Notes

  1. ^ Advertising Research Foundation Press Release on Program Engagement, March 21, 2006
  2. ^ "Marketers Mulling ARF Engagement Definition"
  3. ^ Steinberg, Brian. "NBC Bets Its Viewers Pay Attention ". The Wall Street Journal, online edition.


External links

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Retrieved from "http://en.wikipedia.org/wiki/Engagement_(marketing)"

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