The Attention Economy and How Media Works
The Attention Economy and How Media Works
- Palgrave Macmillan, 2020
- xvii, 152 p. il. col. 25 cm.
Simple Truths for Marketers
Includes bibliographical references and index. TOC:-- State of Play-- Recipe for Good Media Research-- How Advertising Works (so far)-- The Evolution of Media Buying-- The Attention Economy Is Coming (Fast)-- Buying the Best Impression-- Creating the Best Impression-- Who Should You Impress (and Where Are They Hiding)?-- The Magic 8 Ball--
In a world of fake news, fast facts and seriously depleted attention stamina, this book offers a considered voice on the advertising chaos that colours our rapidly changing media environment. 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.
9789811515392
HF COMMERCE
Advertising
Social media
Media buying
Simple Truths for Marketers
Includes bibliographical references and index. TOC:-- State of Play-- Recipe for Good Media Research-- How Advertising Works (so far)-- The Evolution of Media Buying-- The Attention Economy Is Coming (Fast)-- Buying the Best Impression-- Creating the Best Impression-- Who Should You Impress (and Where Are They Hiding)?-- The Magic 8 Ball--
In a world of fake news, fast facts and seriously depleted attention stamina, this book offers a considered voice on the advertising chaos that colours our rapidly changing media environment. 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.
9789811515392
HF COMMERCE
Advertising
Social media
Media buying
