The Attention Economy and How Media Works

Name: The Attention Economy and How Media Works
Brand: Springer Nature Singapore
SKU: 9789811515392-G
Price: 16.69 EUR
Availability: InStock
Rating: 5 (1 reviews)

By Karen Nelson-Field

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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.

Product details

Edition:: 1
Number of Pages:: 152
Release Date:: 2020-01-05
Publication Date:: 2020-01-05
Publisher:: Springer Nature Singapore
Languages:: Original: English
ISBN10:: 9811515395
ISBN13:: 9789811515392
GPSR Manufacturer Reference:: [email protected]
Weight:: 430 g
Height:: 15.6 cm
Width:: 23.8 cm
Thickness:: 1.9 cm

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The items bear minimal signs of past use, such as light scratches or memories in the form of markings. These signs of wear give the items a charming character and tell stories of their previous owners, while not affecting their functionality.

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