The Advertising Research Federation just (warning: clunky PDF) released its definition of engagement:
“The Definition of Engagement is turning on a prospect to a brand idea enhanced by the surrounding context.”
More background from the news release:
… Read the restAs the advertising industry grapples with the profound changes in media, marketing and the emerging empowerment of consumers, the concept of engagement has emerged as ‘more of a demand creation’ paradigm than the ‘reach or awareness focused’ paradigm of the past twenty five years.