Shelley Palmer gets "it". Great reading. Specifically the last paragraph:
It is the job of all advertising to be as engaging and compelling as humanly possible. In fact, it is the job of all communication to get and keep your attention as long as required. The idea that we need to point this out, name it or even say it out loud is a serious indication of just how many people working in the marketing and media industry should “engage” in another line of work.
Amen.
Although I would take it a step further - engage me in the process when required or appropriate.
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