Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition by George Belch,Michael Belch

تمرين 2

One of the more popular metrics now being used in nontraditional media (Internet, social media, etc.) is engagement. This term has also been used in evaluating traditional media. Explain what is meant by engagement. Is this term being used the same in referring to both traditional and nontraditional media way?