"Engagement is turning on a prospect to a brand idea enhanced by the surrounding context."

Marketers Mulling ARF's 'Engagement' Definition

By Enid Burns, The ClickZ Network, Apr 4, 2006

The Advertising Research Foundation (ARF) presented its working definition of "engagement" at its Re:Think conference in New York last week. Marketers are pondering the implications.

The working definition, presented by the ARF's Chief Research Officer Joe Plummer, is: "Engagement is turning on a prospect to a brand idea enhanced by the surrounding context." more ...