Engagement, involvement and attention
Roderick White
This introduction to Admap’s report on consumer engagement (October 2007) considers some of the factors that influence what happens between seeing an ad and its message being stored in the memory. There is the influence of the medium and the way it is used; and the question and relevance of attention, and the role of reinforcement. Add to this new thinking on low-attention processing and the ideal of ‘engagement’ may be too much to ask for.
Other articles featured in this Admap October report on consumer engagement:...