Interpretation of the Advertising Messages as an Engagement Mechanism of Future Customers

Student: Smyslova Ekaterina

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 7

Year of Graduation: 2016

In this paper we consider the issue of consumer engagement in the process of interpreting advertising messages. Recent research shows that creativity began to play a greater role in involving consumers in the communication, but to measure the effect of creativity difficult. From here there are two polar opinions on the question of the effectiveness of creative advertising and communication of consumer engagement. In this work an attempt was made to identify and follow-up of consumer engagement in communication when they receive promotional messages.

Full text (added May 12, 2016)

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