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Attention! : how to interrupt, yell, whisper, and touch consumers / Ken Sacharin.

By: Material type: TextTextPublisher: New York : Wiley, 2001Description: xii, 209 pages : illustrations ; 23 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0471389978
  • 9780471389972
Subject(s): DDC classification:
  • 659.1 22
LOC classification:
  • HF5823 .S154 2001
Online resources:
Contents:
Preface -- Introduction -- Pt. I. The Power of Marketing Is Eroding... from Lack of Attention -- 1. What's Wrong with Yesterday's Marketing? -- 2. What Marketers Need Today -- Pt. II. Getting Attention in a Crowded Room: The Techniques of Attention Mechanics -- 3. Entering the Crowded Room -- 4. Interrupt Politely -- 5. Pay for It -- 6. Be Brief -- 7. Yell Occasionally -- 8. Whisper -- 9. Be Different -- 10. Touch -- 11. Tell a Story -- 12. Mingle -- 13. Network -- 14. Building a Networked Communications Plan -- Pt. III. Attention Mechanics: How to Get Started -- 15. The Tools of Attention Mechanics -- 16. Measurement -- 17. Conclusion -- Notes -- Acknowledgments -- Index.
Summary: "Business experts reveal why this book will grab your ATTENTION!; ; "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"--Publisher description.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 659.1 SAC (Browse shelf(Opens below)) 1 Available A210872B
Book City Campus City Campus Main Collection 659.1 SAC (Browse shelf(Opens below)) 1 Available A212012B

"An Adweek book.".

Includes bibliographical references (pages 191-194) and index.

Preface -- Introduction -- Pt. I. The Power of Marketing Is Eroding... from Lack of Attention -- 1. What's Wrong with Yesterday's Marketing? -- 2. What Marketers Need Today -- Pt. II. Getting Attention in a Crowded Room: The Techniques of Attention Mechanics -- 3. Entering the Crowded Room -- 4. Interrupt Politely -- 5. Pay for It -- 6. Be Brief -- 7. Yell Occasionally -- 8. Whisper -- 9. Be Different -- 10. Touch -- 11. Tell a Story -- 12. Mingle -- 13. Network -- 14. Building a Networked Communications Plan -- Pt. III. Attention Mechanics: How to Get Started -- 15. The Tools of Attention Mechanics -- 16. Measurement -- 17. Conclusion -- Notes -- Acknowledgments -- Index.

"Business experts reveal why this book will grab your ATTENTION!; ; "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"--Publisher description.

Machine converted from AACR2 source record.

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