Attention! How to Interrupt, Yell, Whisper, and Touch Consumers
224 pages, parution le 15/11/2000
Résumé
As consumers become more and more sophisticated, ad
agencies can no longer assume that they automatically have
their audience's attention. This book provides marketers
with tools to restore their advertising's effectiveness,
starting with the most basic goal of all -- getting the
consumer's attention.
Topics include:
- Making a grand entrance
- How to introduce your brand
- How to demand attention without offending your
audience
- Word-of-mouth marketing
- Dealing with clutter
- How to develop a brief, focused selling
proposition
- How to market your brand by telling a story.
Contents
- Chapter 1: What's Wrong with Yesterday's
Marketing?
- Chapter 2: What Marketers Need Today
- Chapter 3: Entering the Crowded Room
- Chapter 4: Interrupt Politely
- Chapter 5: Pay for It
- Chapter 6: Be Brief
- Chapter 7: Yell Occasionally
- Chapter 8: Whisper
- Chapter 9: Be Different
- Chapter 10: Touch
- Chapter 11: Tell a Story
- Chapter 12: Mingle
- Chapter 13: Network
- Chapter 14: Building a Networked Communications
Plan
- Chapter 15: The Tools of Attention Mechanics
- Chapter 16: Measurement
- Chapter 17: Conclusion
L'auteur - Ken Sacharin
Ken Sacharin is Executive Vice President, Media Director for The Media Edge, San Francisco. The Media Edge is the world's fourth-largest media services firm; their clients include AT&T, Sony, Adobe, Chevron, and United Airlines. Sacharin is a graduate of Columbia University. His research reports have been quoted in the New York Times, Fortune, and Advertising Age.
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Wiley |
| Auteur(s) | Ken Sacharin |
| Parution | 15/11/2000 |
| Nb. de pages | 224 |
| Format | 15,5 x 23,5 |
| Couverture | Relié |
| Poids | 486g |
| Intérieur | Noir et Blanc |
| EAN13 | 9780471389972 |
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