TITLE

An engaging proposition

AUTHOR(S)
Mitchell, Alan
PUB. DATE
February 2004
SOURCE
Brand Strategy;Feb2004, Issue 179, p9
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Discusses the role of engagement marketing program for marketers considering the onset of familiar pressures of media fragmentation, advertising overload and many others bear down upon them. Assertion of the Branded Content Marketing Association that diversifying audience choice and eroding mass markets makes this marketing innovation an economic necessity; Vital ingredients of a successful engagement marketing program; Hurdles to be surmounted by marketers towards developing a successful engagement marketing program.
ACCESSION #
12283834

 

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