Attention! : how to interrupt, yell, whisper, and touch consumers

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Title:

Attention! : how to interrupt, yell, whisper, and touch consumers

Author:

Sacharin, Ken.

ISBN:

9780471389972

Personal Author:

Sacharin, Ken.

Publication Information:

New York : Wiley, 2001.

Physical Description:

xii, 209 pages : illustrations ; 23 cm

General Note:

"An Adweek book."

Contents:

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.

Subject Term:

Advertising.

Advertising. (OCoLC)fst00797511

Advertenties.

Electronic Access:

Table of contents http://catdir.loc.gov/catdir/toc/onix06/2001267190.html
Contributor biographical information http://catdir.loc.gov/catdir/bios/wiley043/2001267190.html
Publisher description http://catdir.loc.gov/catdir/description/wiley035/2001267190.html

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168015689298	659.1 S121A 2001	1	Searching... Unknown
Searching... 1:VGBDX	1:GEN-BOOK	000006184	659.121 SAC	1	Searching... Unknown

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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