Engagement: old wine in a new bottle?

This article discusses engagement, and argues that the issue is at the foundation of all consumer consumption behaviour.

Engagement: old wine in a new bottle?

Jana Bowden

It seems that everyone's jumped on the engagement b(r)andwagon: ad agencies see it as the panacea for reestablishing brand relevance, research consultancies have heralded it as the next holy grail for greater accountability over ad effectiveness, and in the midst of all this, the ARF (Advertising Research Foundation) has formalised a working definition of it. Apparently everyone's trying to engage the consumer. The idea's a bestseller!

But (and forgive the question), exactly what is new? Is this just another convenient label to revamp the important issue of the feel–think–do approach, in...

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