ChasNote

21 March 2006

ARF Defines "Engagement" Metrics (Sort Of)

“Engagement is turning on a prospect to a brand idea enhanced by the surrounding context,” says Advertising Research Foundation Chief Research Officer Joe Plummer in AdAge. Hmm, catchy but kinda vague. But certainly a move in the right direction. More from AdAge:
"Greg Smith, exec VP-media insights, planning and analysis at Aegis Group’s Carat Fusion, said that gross rating points-based analysis not only doesn’t show the full-picture, but it actually leads to certain kinds of marketing communications that aren't measured in its terms to sometimes get short shrift. Two examples he cited were search marketing and consumer-generated media."

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