The attention economy and how media works : simple truths for marketers /

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Bibliographic Details
Author / Creator:	Nelson-Field, Karen, author.
Imprint:	Singapore : Palgrave Macmillan, [2020]
Description:	1 online resource (xvii, 152 pages) : illustrations
Language:	English
Subject:	Marketing. Advertising. Attention. Consumer behavior. Consumer behavior. Attention. Advertising. Marketing.
Format:	E-Resource Book
URL for this record:	http://pi.lib.uchicago.edu/1001/cat/bib/12603080

Hidden Bibliographic Details
ISBN:	9789811515408 9811515409 9789811515392 9811515395
Notes:	Includes bibliographical references and index. Print version record and online resource (ProQuest Ebook Central, viewed December 7, 2020).
Summary:	"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."--
Other form:	Print version: Nelson-Field, Karen. Attention Economy and How Media Works : Simple Truths for Marketers. Singapore : Palgrave Macmillan US, ©2020 9789811515392

Table of Contents:

1. State of Play.
1.1 Critical Media Moments in Time
1.1.1 Blitzscaling and the Accidental Media Companies
1.1.2 Free Reach and Going Viral
1.1.3 Instant Measurement Appeared in an Instant
1.1.4 The Machines Arrived
1.1.5 Hyper-Personalisation (aka Web of One)
1.2 What Have These Critical Moments Done to the Advertising Troops?
1.2.1 Factfulness and Confusion
1.2.2 Confusion is Driving us to the Right (Not Left) Side of the Banana
2. Recipe for Good Media Research. 2.1 The Vitruvian Man
2.1.1 Rule-Based Systems
2.1.2 The Vitruvius of Marketing
2.1.3 The Litmus Test is Replication
2.2 The Good and the Ugly of Advertising Measurement
2.2.1 Naturalness and Experimental Controls
2.2.2 Market Share is the Forgotten Child
2.2.3 Beware the Legacy Proxy
2.2.4 Not All Machines are Like R2-D2
2.2.5 A Story About a New Approach to an Old Problem
3. How Advertising Works (So Far).
3.1 The Bert and Ernie of Marketing
3.2 The Guiding Philosophy
3.2.1 Advertising Doesn't Persuade
3.2.2 Advertising Impact is Small but Positive
3.3 How Publicity Can Be Measured
3.3.1 What is Mental Availability?
3.3.2 Why does it Matter?
3.4 Staying True to You
3.4.1 Becoming Unhinged with Differentiation
3.4.2 What is a Distinctive Asset
4. The Evolution of Media Buying.
4.1 A Brief History of Media Buying
4.1.1 The Early Years
4.1.2 The Middle Years: Demographics Become the New Kid on the Block
4.1.3 The Later Years: A Giant Emerges
4.2 Tech Changed Everything
4.2.1 We've Lost Control
4.2.2 The Link Between Cookies and Golf
4.2.3 Programmatic Trading was Born
4.2.4 Measurement Became a Science
4.3 The Future in a Private World
4.3.1 Serious Consideration
4.3.2 So, What to do?
5. The Attention Economy is Coming (Fast).
5.1 Drawing High Attention to Low Attention
5.1.1 Human Capacity
5.1.2 Not All Attention is the Same
5.1.3 The Value of Divided Attention
5.2 A New Economy Is Dawning
5.2.1 A Shifting Paradigm
5.2.2 The Rise of the qCPM
6. Buying the Best Impression.
6.1 The Relationship Between Being Seen and Ad Impact
6.1.1 The (Long) Path to an Online Viewability Standard
6.1.2 Viewability is a Two-Part Metric
6.1.3 But What is Sufficient Ad Viewability?
6.1.4 Starting with What is at Stake: Viewing Standards and Chargeable Inventory
6.1.5 The Results are in on Size
6.1.6 The Results are in on Length (Sort of)
6.1.7 Could Screen Coverage be a New Game Player?
6.2 Media Context
6.2.1 Is Editorial Context a Magical Missing Piece?
7. Creating the Best Impression
7.1 Attention Grabbers for Advertisers
8. Who Should You Impress (and Where Are They Hiding?)
8.1.1.The Theoretical Answer-- 8.2 The Practical Reality
8.2.1 Big Media May Not Be Big
8.2.2 Coming Full Circle
9. The Magic 8 Ball.
9.1 Technological Transformations
9.2 The Problems
9.3 Hope After AdTech
9.4 How Will Brands Grow?

The attention economy and how media works : simple truths for marketers /

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