Advertising Engagement

Exhibit 23.5   Advertising effectiveness.

Reverting back to Exhibit 23.5, engagement comprises of essentially two components — behavioural engagement and attitudinal engagement. Behavioural or physical engagement is essentially user-initiated interaction that comes to play mainly with digital media. Attitudinal engagement, on the other hand, captures mental engagement. It encompasses the emotional or affective as well as the cognitive, in that it maps to changes in awareness, interest, and intent.

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