Time to Get Engaged

What does being engaged mean?

The holidays are often the time to get engaged; I did - but that's a different story.

In marketing what does "Engagement" mean? In an iMedia article on predictions for 2008 comes the following:

The American Association of Advertising Agencies and the Advertising Research Foundation, working together with the Interactive Advertising Bureau, came up with this definition: "Engagement is turning on a prospect to a brand idea enhanced by the surrounding context."

This strikes me as a bit one-sided or linear and something a committee came up with. I like the automobile and kindergarten inspired definitions better: "contact by fitting together" as in the clutch or "sharing in the activities of a group"

Engagement is two or more parties coming together and forming a bond around an objective.