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.
|Title of host publication||Medill on Media Engagement|
|Editors||Abe Peck, Edward C. Malthouse|
|Place of Publication||Cresskill, NJ|
|State||Published - 2011|