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| Id | 786 | |
| Author | Russell M.G. | |
| Title | Evolving media metrics from assumed attention to earned engagement | |
| Reference | Russell M.G.; Evolving media metrics from assumed attention to earned engagement ;Handbook of Research on Digital Media and Advertising: User Generated Content Consumption vol: issue: page:125.0 |
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| Abstract | This chapter stems from recent discussions with academic, advertising and channel researchers. 1 In this review, four types of issues relevant to new agendas for advertising research are highlighted: the legacy of metrics based on the interrupted narrative model of advertising and assumed attention; real advertising campaigns as a source of innovations in developing new metrics for earned engagement; the interdisciplinary theoretical foundations for studying engagement and persuasion in advertising; and the need for advertisers, media developers and academicians to collaborate and expedite the creation of metrics to rationalize the monetization of new media used for advertising. Measuring engagement and persuasion in the current media ecology requires metrics that consider simultaneous media exposure and continuous partial attention in the context of a participatory culture and multifaceted objectives for advertising campaigns. © 2011, IGI Global. |
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