At the ARF/ESOMAR WAM Conference 2002, Initiative Media and MIT introduced the expression as a conceptual model of understanding the complex relationship between advertising message delivery, media channels, and audience engagement.
Walking The Path
Exploring the drivers of the expression
David D. Ernst and
Stacey Lynn Koerner
Initiative Media North AmericaHenry Jenkins,
Brian Theisen and
Massachusetts Institute of Technology (MIT)
'American Cheese. The overwrought...