Attention! : how to interrupt, yell, whisper, and touch consumers /
Ken Sacharin.
- xii, 209 pages : illustrations ; 23 cm
"An Adweek book.".
Includes bibliographical references (pages 191-194) and index.
Preface -- Introduction -- The Power of Marketing Is Eroding... from Lack of Attention -- What's Wrong with Yesterday's Marketing? -- What Marketers Need Today -- Getting Attention in a Crowded Room: The Techniques of Attention Mechanics -- Entering the Crowded Room -- Interrupt Politely -- Pay for It -- Be Brief -- Yell Occasionally -- Whisper -- Be Different -- Touch -- Tell a Story -- Mingle -- Network -- Building a Networked Communications Plan -- Attention Mechanics: How to Get Started -- The Tools of Attention Mechanics -- Measurement -- Conclusion -- Notes -- Acknowledgments -- Index. Pt. I. 1. 2. Pt. II. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. Pt. III. 15. 16. 17.
"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.