2006 03 25
dal NY Time

By STUART ELLIOTT
Published: March 21, 2006
FOR decades, advertisers spent billions to determine consumers’ awareness of brands and their recall of television commercials. Now, with awareness of most brands a given and advertising money moving to new media, Madison Avenue is turning its focus to something called engagement.

What is this non-nuptial form of engagement? Dawn E. Hudson, president and chief executive of Pepsi-Cola North America, offered an example. In six weeks, Pepsi plans to begin an advertising and promotional campaign that will offer consumers customized ring tones for cellphones, which can be downloaded from the Internet with codes found under soft drink bottle caps.

“Whenever the phone rings, you’ll think you got that from Pepsi,” said Ms. Hudson, whose company is part of PepsiCo. That engagement with Pepsi products and that “depth of brand experience,” she said, is far superior to what can be achieved with a “quick, passing message” like a TV commercial.
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