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The Attention Economy and How Media Works
Karen Nelson-Field
其他書名
Simple Truths for Marketers
出版Springer Nature, 2020-01-04
主題Business & Economics / GeneralBusiness & Economics / Industries / Media & CommunicationsSocial Science / Media StudiesBusiness & Economics / E-Commerce / Online TradingPolitical Science / GeneralBusiness & Economics / Sales & Selling / General
ISBN98115154099789811515408
URLhttp://books.google.com.hk/books?id=ZfvHDwAAQBAJ&hl=&source=gbs_api
EBookSAMPLE
註釋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.