Attention! How to Interrupt, Yell, Whisper, and Touch Consumers

Ken Sacharin

224 pages, parution le 15/11/2000

Ajouter à une liste

Indisponible

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

Avantages Eyrolles.com

Livraison à partir de 0,01 € en France métropolitaine

Paiement en ligne SÉCURISÉ

Livraison dans le monde

Retour sous 15 jours

+ d'un million et demi de livres disponibles

Attention! How to Interrupt, Yell, Whisper, and Touch Consumers

Résumé

L'auteur - Ken Sacharin

Caractéristiques techniques

Consultez aussi