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Attention Economy and How Media Works

Name: Attention Economy and How Media Works
Brand: Springer Verlag, Singapore
SKU: 24972560
Price: 40.19 EUR
Availability: InStock
Author: Karen Nelson-Field
ISBN: 9789811515392

Simple Truths for Marketers

Karen Nelson-Field

Language

English

Book Hardback

Libristo code: 24972560

Publishers Springer Verlag, Singapore, January 2020

In a world of fake news, fast facts and seriously depleted attention stamina, this book offers a con... Full description

Libristo code: 24972560

98 b

40.19 € VAT included

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In a world of fake news, fast facts and seriously depleted attention stamina, this book offers a considered voice on the advertising chaos that colours our rapidly changing media environment. 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. 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.