Advertising has moved beyond delivering a message,
to providing media interaction, capable of creating
Awareness, Interest, Desire and Action (AIDA),
in a single session

 The new differentiation is not so much
what you say or how you say it,
but more how you process it

It is no longer enough to create Awareness, Interest and Desire (AID).
Consumers demand to know more and to be able Act on it (AIDA).

Knowledge engineering makes Information extensible,
available, malleable, configure-able, searchable, accessible,
deliverable in the right format
and tailored to the occasion.

>>> Knowledge