 In March 2006 the Advertising Research Foundation (ARF) defined Engagement as "turning on a prospect to a brand idea enhanced by the surrounding context".According to a study by Jack Morton Worldwide, 11 out of 14 consumers reported preferring to learn about new products and services by experiencing them personally or hearing about them from an acquaintance.Meanwhile, a report by The Event Marketing Institute and Mosaic found that 74% of consumers say that engaging with branded event marketing experiences makes them more likely to buy the products being promoted.