The Advertising Magnifier Effect: An MTV StudyTodd Cunningham
Amy Shea Hall
Engagement has recently become a major topic of discussion in the advertising industry. In July 2005 things got serious when the Advertising Research Foundation (ARF), along with American Association of Advertising Agencies (AAAA) and the Association of National Advertisers (ANA), kicked off an initiative to put engagement front and center in the research and measurement process. In March 2006 the ARF unveiled a working definition, encouraging the industry to add findings to help clarify how engagement might become a measurement standard.
The ARF has defined engagement as "