Advertisers Need to Stop Chasing Engagement and Get Back to Focusing on Awareness

Lodge yourself in people's memory, not their social feeds

Advertising is no longer about persuasion so much as simply hoping to be noticed and remembered. Getty Images

In the early days of advertising, awareness was the name of the game.

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Brian Sheehan is a professor of advertising at Syracuse University and is a member of our Adweek Academic Council.
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