From on-line games to Olympic Games – enabling a fan culture to activate the 'expression'
Stacey Lynn Koerner The Consumer Experience Practice, Interpublic Media, United States
Alex Chisholm MIT Education Arcade, United States
INTRODUCTION
At the ARF/ESOMAR WAM Conference 2002, Initiative and the Massachusetts Institute of Technology (MIT) introduced the expression as a conceptual model for understanding the complex relationship between advertising messages, media channels, and audience engagement (Pathways to Measuring Consumer Behavior in an Age of Media Convergence). In a dynamic landscape in which consumers are acquiring greater choice and control over their...