Toward A Definition Of Engagement

THE MEASUREMENT STANDARD — I just listened through another NPR pledge drive. Which is perhaps the ultimate definition of extreme engagement: I am so engaged with NHPR that not only do I listen to it 24 hours a day, everywhere I go, but I actually continue to listen during the pledge drives. And even after I've pledged. So, how engaged is engaged? Okay, there's probably a fine line here between engagement and addiction. But when Procter & Gamble declared that they'd only pay for engagement (rather than eyeballs), what they were saying is that they want to reach consumers who become measurably involved with their brands, products or advertising...