Attention: How to Interrupt, Yell, Whisper, and Touch Consumers
Hardcover. 224 pages. Dimensions: 9.3in. x 6.3in. x 0.8in.Business experts reveal why this book will grab your ATTENTION!The best thing about Ken Sacharins book, aside from its reader-friendly format, is its ability to make advertising practitioners think in human terms about the consumers basic response mechanisms. This provocative book belongs on the must-read list for all marketing directors, brand managers, agency creatives, or account managers. I heartily recommend it. Ed Papazian, President, Media Dynamics, Inc. In todays increasingly crowded communications space, attention is undoubtedly the customers most scarce resource. Ken Sacharins practical and hands-on Attention Mechanics framework will help marketers break out of the noisy business environment and get their messages across to their target audiences. Russ Winer, Professor of Business, University of California, Berkeley This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Bookseller Inventory # 9780471389972
About this title:
"The best thing about Ken Sacharin's book, aside from its reader-friendly format, is its ability to make advertising practitioners think in human terms about the consumer's basic response mechanisms. This provocative book belongs on the must-read list for all marketing directors, brand managers, agency 'creatives,' or account managers. I heartily recommend it."
?Ed Papazian, President, Media Dynamics, Inc.
"In today's increasingly crowded communications space, attention is undoubtedly the customer's most scarce resource. Ken Sacharin's practical and hands-on Attention Mechanics framework will help marketers break out of the noisy business environment and get their messages across to their target audiences."
?Russ Winer, Professor of Business, University of California, Berkeley
From the Inside Flap:
Advertising shows up everywhere these days-on TV, radio, billboards, Web banners, bathroom stall doors, luggage carousels, and even bananas and tattoos! But consumers are exhibiting a disturbing tendency to ignore such valiant attempts to make them stop and take notice. In Attention!, advertising executive Ken Sacharin cites this growing failure to get and keep consumers' attention as the number one problem facing advertisers and marketers today-and then shows you how to solve it.
Attention is a precious and limited commodity that must not be squandered or abused. Marketers need to conserve this resource even as they exploit it. To do this, Sacharin introduces "Attention Mechanics," a new set of techniques for seizing and holding the consumer's attention.
Rather than spending ever-growing sums on strident and noisy campaigns, Attention Mechanics builds techniques that both restore the power of marketing communications and conserve it for the future. Sacharin presents a hierarchy of attention strategies-precision tools that revitalize advertising, starting with the most basic goal of all: getting the customer's attention.
He shows advertisers how to make a grand entrance, introduce brands, demand attention without offending the audience, and take advantage of word-of-mouth marketing. He helps you cut through the advertising clutter to reach consumers; develop a brief, focused selling proposition; market brands by telling a story; and more. He also shows you how to apply Attention Mechanics as an overall strategy across all marketing disciplines, including public relations, advertising, sales promotions, direct marketing, and corporate identity creation.
Yes, you can interrupt, yell, whisper, and touch consumers in the ongoing effort to boost sales, increase brand share, and engender customer loyalty-but if you really want to turn their heads, start by reading Attention!
Title: Attention: How to Interrupt, Yell, Whisper, ...
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Book Type: Hardcover
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