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Attention! (How to Interrupt, Yell, Whisper, & Touch Consumers)
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Attention! (How to Interrupt, Yell, Whisper, & Touch Consumers)

Price per Unit (piece): HK$40.00


Author: Ken Sacharin
Publisher: John Wiley
Format: Hardback NEW
ISBN: 0471389978

Advertising shows up everywhere these days - on TV, radio, billboards, Web banners, bathroom stall doors, luggage carousels, and even bananas and tattoos! But consumers are exhibiting a distrubing tendency to ignore such valiant attempts to make them stop and take notice. In Attention!, advertising executive Ken Sacharin cites this growing failure to get and keep consumers' attention as the number one problem facing advertisers and marketers today - and then shows you how to solve it.

Attention is a precious and limited commodity that must not be squandered or abused. Marketers need to conserve this resource even as they exploit it. To do this, Sacharin introduces "Attention Mechanics," a new set of techniques for seizing and holding the consumer's attention.

Rather than spending ever-growing sums on strident and noisy campaigns, Attention Mechanics builds techniques that both restore the power of marketing communications and conserve it for the future. Sacharin presents a hierarchy of attention strategies - precision tools that revitalize advertising, starting with the most basic goal of all: getting the customer's attention.

He shows advertisers how to make a grand entrance, introduce brands, demand attention without offending the audience, and take advantage of word-of-mouth marketing. He helps you cut through the advertising clutter to reach consumers; develop a brief, focused selling proposition; market brands by telling a story; and more. He also shows you how to apply Attention Mechanics as an overall strategy across all marketing disciplines, including public relations, advertising, sales promotions, direct marketing, and corporate identity creation.

Yes, you can interrupt, yell, whisper, and touch consumers in the ongoing effort to boost sales, increase brand share, and engender customer loyalty - but if you really want to turn their heads, start by reading Attention!


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Last Updated: 22 September 2017