Representatives of three US trade bodies - the Advertising Research Foundation, American Association of Advertising Agencies and Association of Nation Advertisers - are meeting in New York this week to confer on the new arcana of 'consumer engagement'.

Buzzword groupies are already ecstatic at this latest jewel of ad jargon, for which WAMN offers an English translation: 'Are consumers heeding advertising messages?'

The trade trio have instigated a research project to better define 'engagement' (there being no doubt, presumably, as to the meaning of 'consumer').

They plan to demonstrate how the term will complement established ad measurement criteria such as exposure and frequency, reporting back to their respective organizations in September.

Such hard-nosed marketers as Ford Motor Company, Masterfoods and Procter & Gamble are taking the 'consumer engagement' concept sufficiently seriously to lend their support to the project.

Data sourced from Wall Street Journal Online; additional content by WARC staff