The Attention Economy and How Media Works : Simple Truths for Marketers

Nelson-Field, Karen

Springer Verlag, Singapore（2020/01発売）

Springer Verlag, Singapore（2020/01発売）

• 製本 Hardcover:ハードカバー版／ページ数 152 p.
• 言語 ENG
• 商品コード 9789811515392
• DDC分類 384

Full Description

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, butrather with a keen eye on the things that brand owners can learn to control.

Contents

Chapter 1 - The First Episode.- Chapter 2 - Big Little Learnings.- Chapter 3 - Attention Science Becomes a Science.- Chapter 4 - The Reinvention of Invention.- Chapter 5 -  A Guide to Now and Next.- Chapter 6 - From Realisation to Action: the Diary of a CPO.- Chapter 7 - The Investors.- Chapter 8 - Attention to Ethics.- Chapter 9 - Back to the Future Gazing.