Engagement Emergence of social media has led to greater emphasis on customer engagement in advertising plans. Companies today want more direct and interactive communication with customers that can help them gain immediate feedback and build personal connections. TV and radio advertising are part of the old guard in advertising known more for passive messages aimed at creating an impressive effect that eventually leads to buying activity. Follow-up research is generally necessary to determine if customers got the message and reacted.
Source: http:// www. researchomatic. com / Social-Media-Advertising-113011. html