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雷达卡
by Karen Nelson-Field (Author)
About this Book
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, but rather with a keen eye on the things that brand owners can learn to control.
Brief Contents
1 State of Play 1
1.1 Critical Media Moments in Time 2
1.2 What Have These Critical Moments Done to the Advertising Troops? 11
Bibliography 17
2 Recipe for Good Media Research 21
2.1 The Vitruvian Man 21
2.2 The Good and the Ugly of Advertising Measurement 26
Bibliography 41
3 How Advertising Works (so far) 45
3.1 The Bert and Ernie of Marketing 45
3.2 The Guiding Philosophy 46
3.3 How Publicity Can Be Measured 48
3.4 Staying True to You 49
Bibliography 53
4 The Evolution of Media Buying 55
4.1 A Brief History of Media Buying 55
4.2 Tech Changed Everything 59
4.3 The Future in a Private World 65
Bibliography 70
5 The Attention Economy Is Coming (Fast) 71
5.1 Drawing High Attention to Low Attention 71
5.2 A New Economy Is Dawning 79
Bibliography 85
6 Buying the Best Impression 89
6.1 The Relationship Between Being Seen and Ad Impact 90
6.2 Media Context 102
Bibliography 104
7 Creating the Best Impression 107
7.1 Attention Grabbers for Advertisers 107
Bibliography 121
8 Who Should You Impress (and Where Are They Hiding)? 123
8.1 The Theoretical Answer… 124
8.2 The Practical Reality 131
Bibliography 136
9 The Magic 8 Ball 139
9.1 Technological Transformers 139
9.2 The Problems 142
9.3 Hope After AdTech 143
9.4 How Will Brands Grow? 146
Index 149
Pages: 152 pages
Publisher: Palgrave Macmillan; 1st ed. 2020 edition (January 4, 2020)
Language: English
ASIN: B083HXPNHC
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