| 书目名称 | The Attention Economy and How Media Works |
| 副标题 | Simple Truths for Ma |
| 编辑 | Karen Nelson-Field |
| 视频video | |
| 概述 | Guides decision-making for marketers in the noisy, data-rich, fast-paced world of advertising.Highlights the elements of an effective advertising campaign for long-term brand growth in any digital med |
| 图书封面 |  |
| 描述 | 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.. |
| 出版日期 | Book 2020 |
| 关键词 | Media Science for Advertising; Marketing Science Ehrenberg Bass; Advertising Effectiveness; Evidence ba |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-981-15-1540-8 |
| isbn_ebook | 978-981-15-1540-8 |
| copyright | The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapor |
发表于 2025-3-21 18:05:08
