ABSTRACT
This chapter discusses four major tools that helps the readers to move their thinking about advertising and promotes their thinking about audiences and delivery systems. It focuses on the foundation for delivery systems that allows the marketer to use various communication forms to build ongoing customer-brand relationships. The four concepts, media multitasking, relevance and receptivity, brand contacts, and engagement, play a key role in how marketers use the four elements of the customer-brand relationship methodology to create effective and long-lasting involvements with customers and prospects. The idea of sei-katsusha, which forms the base for Hakuhodo's new view of the brand's customers, is much more involving and relevant in today's customer-controlled marketplace. Engagement has become a major concern of marketers and advertisers as the traditional audiences have been splintered and fragmented as a result of the influx of new media forms.
