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The Resource The attention economy and how media works : simple truths for marketers, Karen Nelson-Field

The attention economy and how media works : simple truths for marketers, Karen Nelson-Field

Label
The attention economy and how media works : simple truths for marketers
Title
The attention economy and how media works
Title remainder
simple truths for marketers
Statement of responsibility
Karen Nelson-Field
Creator
Subject
Language
eng
Summary
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. --
Assigning source
Provided by publisher
http://library.link/vocab/creatorName
Nelson-Field, Karen
Illustrations
illustrations
Index
no index present
Literary form
non fiction
http://library.link/vocab/subjectName
  • Marketing
  • Advertising
  • Attention
  • Consumer behavior
Label
The attention economy and how media works : simple truths for marketers, Karen Nelson-Field
Instantiates
Publication
Carrier category
volume
Carrier MARC source
rdacarrier
Content category
  • text
  • still image
Content type MARC source
  • rdacontent
  • rdacontent
Control code
on1140118161
Dimensions
24 cm
Extent
xvii, 152 pages
Isbn
9789811515392
Media category
unmediated
Media MARC source
rdamedia
Other physical details
illustrations (black and white, and colour)
System control number
(OCoLC)1140118161
Label
The attention economy and how media works : simple truths for marketers, Karen Nelson-Field
Publication
Carrier category
volume
Carrier MARC source
rdacarrier
Content category
  • text
  • still image
Content type MARC source
  • rdacontent
  • rdacontent
Control code
on1140118161
Dimensions
24 cm
Extent
xvii, 152 pages
Isbn
9789811515392
Media category
unmediated
Media MARC source
rdamedia
Other physical details
illustrations (black and white, and colour)
System control number
(OCoLC)1140118161

Library Locations

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      43.803074 11.283055
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