Enhancing Advertising’s Effectiveness And Relevance Through A Greater Understanding Of Consumer And Channel Connectivity

Tonya Deniz and Robert R. Shullman

Discusses 'engagement' and how it can be measured in magazines. Mass media has lost its power to connect with consumers as it used to.

Enhancing Advertising's Effectiveness And Relevance Through A Greater Understanding Of Consumer And Channel Connectivity

Tonya DenizGlobal Director of Research & Consumer Insights MediaCom Worldwide

Robert R. ShullmanSVP Monroe Mendelsohn Research

There are growing concerns about advertising's ability to be effective and to generate a desired response, e.g., awareness, purchase intent, purchase, usage, advocacy, etc. Audience fragmentation, channel proliferation, advertising clutter and the rise of the Internet have altered the communications landscape forever. Technological marvels have empowered consumers by allowing them immediate access to content when and where they want it. As a result, it has become much more...

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