Engagement (marketing)
Encyclopedia
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.
In March 2006 the Advertising Research Foundation
Advertising Research Foundation
The Advertising Research Foundation is a nonprofit industry association for creating, aggregating, synthesizing and sharing knowledge in the fields of advertising and media. It was founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies...
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.