Abstract
By creating engaging experiences -- and, importantly, by doing so in convenient ways that encourage repeated use and viral marketing by audience members -- media businesses can improve their business prospects while they improve their customers' knowledge and self-image. This chapter describes ways in which media brands can make a customer feel smarter or more intelligent, citing examples and extrapolating from them to ideas not yet broadly undertaken.
| Original language | English |
|---|---|
| Title of host publication | Medill on Media Engagement |
| Editors | Abe Peck, Edward C. Malthouse |
| Place of Publication | Cresskill, NJ |
| Publisher | Hampton Press |
| Pages | 33-46 |
| Edition | 1 |
| ISBN (Print) | 9781572739864 |
| State | Published - 2011 |