The Attention Economy and How Media Works - Simple Truths for Marketers (Hardcover, 1st ed. 2020)

This book offers a considered voice on the advertising chaos that colours our rapidly changing media environment in a world of fake news, fast facts and seriously depleted attention stamina. Rather than simply herald disruption, Karen Nelson-Field starts an intelligent conversation on what it will take for businesses to win in an attention economy, the advertising myths we need to leave behind and the scientific evidence we can use to navigate a complex advertising and media ecosystem. This book makes sense of viewability standards, coverage and clutter; it talks about the real quality behind a qCPM and takes a deep dive into the relationship between attention and sales. It explains the stark reality of human attention processing in advertising. Readers will learn how to maximise a viewer's divided attention by leveraging specific media attributes and using attention-grabbing creative triggers. Nelson-Field asks you to pay attention to a disrupted advertising future without panic, but rather with a keen eye on the things that brand owners can learn to control.

General

Imprint:	Springer Verlag, Singapore
Country of origin:	Singapore
Release date:	2020
First published:	2020
Authors:	Karen Nelson-Field
Dimensions:	235 x 155 x 18mm (L x W x T)
Format:	Hardcover
Pages:	152
Edition:	1st ed. 2020
ISBN-13:	978-981-15-1539-2
Categories:	Books > Reference & Interdisciplinary > Communication studies > Media studies Books > Business & Economics > Business & management > Sales & marketing > General Books > Business & Economics > Industry & industrial studies > Media, information & communication industries > General Promotions
LSN:	981-15-1539-5
Barcode:	9789811515392

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