Phil Guarascio, then of General Motors, began using the term "engagement" in the 1990s to describe what he wanted his advertising placements to produce. We all had an intuitive feeling for what he meant. Sometimes an ad catches your attention and sometimes it doesn't. Phil wanted ads to catch your attention and sustain it. He never told me if he pictured the engagement becoming more emotional along the way down the funnel, but I think many of us who drank in his words of wisdom assumed different such details.