Abstract
In an era of extreme advertising clutter and consumer avoidance, perhaps no other recent concept has captured more interest from marketers than “engagement.” This interest is symptomatic of changes in the field. Traditionally, marketers have thought about advertising as a process of translating a brand, expressed as a benefit, a promise to the consumer, a value proposition, or a positioning in the consumer’s mind into a message that is delivered to the consumer through some medium. This advertising will be effective to the extent that the consumer values the brand idea and the message does a good job creatively of communicating the idea. Two things are critical, the quality of the brand and the quality of the message. The media used is more of a tactical matter of achieving the desired reach and frequency against the consumer target group. The present interest in “engagement” brings something new to this picture.
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Calder, B.J., Malthouse, E.C. (2009). Media Engagement. In: Gröppel-Klein, A., Germelmann, C.C. (eds) Medien im Marketing. Gabler. https://doi.org/10.1007/978-3-8349-8082-3_14
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