The rules of engagement: mission possible

'Engagement', comprising the linking of consumers, context and content, is the hot topic in advertising circles.

The Rules of Engagement: Mission Possible

Shula Bigman

During a session focused on engagement in Manhattan last September, media guru Erwin Ephron asked 'Engagement? What is it? Is it a ring?'

Yes, Erwin. Engagement is a ring. A ring that attracts a user to a specific medium, involves them with what it carries and draws the attention of an interested consumer to a creative message relevant to him (or her). It is the ring that links consumers, the context of the media and the content of the creative messages.

Engagement entered the US in full force last summer, with the...

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