Exhibit 13.6 Evaluating Advertising Effectiveness – audience
measurement, engagement measurement and market response modelling.
In reference to Exhibit 13.6,
engagement can be divided into two primary components: behavioural engagement
and attitudinal engagement. Behavioural engagement refers to user-initiated
interaction, which is most relevant in the context of digital media. This
includes actions like clicking on a link or filling out a form.
Attitudinal engagement, on the other hand, is concerned with
measuring the level of mental engagement a user has with the brand or
content. It encompasses both emotional and cognitive factors, including
changes in awareness, interest, and intent. Attitudinal engagement provides
insights into how users think and feel about the brand, and can be measured
through surveys, social media sentiment analysis, or other means.
