Marketing Experiences: The New Event Frontier
http://www.iabc.com/cwb/archive/2006/1106/domine.htm

Domine, Tom
Communication World Bulletin
2006

Abstract:

Today's audiences are jaded about marketing and savvy about messaging, making it harder than ever for marketers to earn an audience's undivided attention and create a meaningful bond between brand and individual. Whether you're talking about a 10,000-person corporate sales meeting or a multi-city mobile marketing program for consumers, you are more likely to hear words like integration, engagement and participation as criteria for marketing success than terms like impressions and eyeballs.