• by Joe Mandese  @mp_joemandese, September 24, 2013

Coca-Cola CMO Joe Tripodi knows how to warm up an early morning Advertiisng Week crowd: Begin your morning keynote by discussing “audience engagement.” No, not conventional media or advertising audience engagement, per se, but the engagement of the audience he is presenting to -- or as the case may be, a lack thereof.

Addressing a less-than-full-house room during this morning’s opening of OMMA Global in New York, Tripodi began by recalling an insight that first struck him while addressing a similar early morning trade show crowd in Las Vegas. His epiphany: That there are “four states of audience engagement.”

“One could be that you’re zombies,” Tripodi began ticking off.

“Secondly, you are hung over. That’s a real possibility.”

Thirdly, they were in awe of everything I have to say.”