LEADER 00962nam0-2200325---450- 001 990008877510403321 005 20100210113626.0 010 $a0851992919 035 $a000887751 035 $aFED01000887751 035 $a(Aleph)000887751FED01 035 $a000887751 100 $a20090715d2001----km-y0itay50------ba 101 0 $aeng 102 $aGB 105 $ay---e---001yy 200 1 $a<>dictionary of entomology$f[compiled by] Gordon Gordh$g[with assistance of] David Headrick 210 $aWallingford ; New York$cCabi Publishing$dİ2001 215 $aIX, 1032 p.$d25 cm 610 0 $aEntomologia$aEnciclopedie e dizionari 676 $a595.703$v19$zita 702 1$aGordh,$bGordon 702 1$aHeadrick,$bDavid 801 0$aIT$bUNINA$gRICA$2UNIMARC 901 $aBK 912 $a990008877510403321 952 $a61 III F.5/15$b9245 (19/02/2003)$fDAGEN 959 $aDAGEN 996 $aDictionary of entomology$9802620 997 $aUNINA LEADER 04852nam 22007455 450 001 9910900177503321 005 20250807143341.0 010 $a9789819700844 010 $a9819700841 024 7 $a10.1007/978-981-97-0084-4 035 $a(MiAaPQ)EBC31741931 035 $a(Au-PeEL)EBL31741931 035 $a(CKB)36410319800041 035 $a(DE-He213)978-981-97-0084-4 035 $a(EXLCZ)9936410319800041 100 $a20241027d2024 u| 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 14$aThe Attention Economy $eA Category Blueprint /$fby Karen Nelson-Field 205 $a1st ed. 2024. 210 1$aSingapore :$cSpringer Nature Singapore :$cImprint: Palgrave Macmillan,$d2024. 215 $a1 online resource (386 pages) 311 08$a9789819700837 311 08$a9819700833 320 $aIncludes bibliographical references. 327 $aChapter 1 The First Episode -- Chapter 2 Big Little Learnings -- Chapter 3 Attention Science Becomes a Science -- Chapter 4 The Reinvention of Invention -- Chapter 5 A Guide to Now and Next -- Chapter 6 From Realization to Action: the diary of a CPO -- Chapter 7 The Investors -- Chapter 8 Attention to Ethics -- Chapter 9 Back to the Future Gazing. 330 $a?Attention Economics is the science that the marketing world has desperately needed for at least the last decade. The SOV model, which relates market share to advertising spend, has been a fundamental principle in media planning, but its reliability has diminished due to digital media?s impact. The discrepancy in the commercial value of exposures on different platforms has disrupted the correlation between extra share of voice and market share growth, highlighting the desperate need to incorporate Attention Economics for a more accurate media planning approach. This is why this book is so important.? ?Peter Field, Marketing Consultant, Peter Field Consulting, United Kingdom In this compelling sequel, The Attention Economy: A Category Blueprint, takes an in-depth look into the dynamic world of marketing and advertising, unveiling the pivotal role that human attention measurement plays in the present and future landscape. Designed for industry professionals, this book serves as a blueprint, offering profound insights and actionable advice. The book begins by reflecting on the whirlwind of transformations that have shaped the marketing landscape over the past three decades. It then examines the perfect storm of events that has propelled attention economics to the forefront of the industry's agenda. Throughout its chapters, the book catalogs cutting-edge research and tackles critical issues such as attention measurement, metrics, prediction, distraction, data quality and the ethical use of attention data ultimately piecing together the intricate puzzle and offering clarity for industry professionals. Industry leaders and early adopters contribute their insights, offering valuable perspectives on their own experiences and practical applications of attention data. The book?s engaging style blends quick tips, simple explanations of complex concepts and humorous anecdotes to make the content accessible and enjoyable. By blending storytelling and practical advice, the book succeeds in demystifying the intricate world of attention economics. This book is a must-read for marketing professionals seeking to understand the evolving landscape of advertising. It offers a blueprint for change and foresight into the future of the attention economy. In doing so, it becomes an invaluable resource for anyone navigating the challenges and opportunities of today's marketing world. . 606 $aAdvertising media planning 606 $aCommunication 606 $aTelemarketing 606 $aInternet marketing 606 $aSocial media 606 $aDigital media 606 $aAdvertising 606 $aMedia Planning 606 $aMedia and Communication 606 $aDigital Marketing 606 $aSocial Media 606 $aDigital and New Media 606 $aAdvertising 615 0$aAdvertising media planning. 615 0$aCommunication. 615 0$aTelemarketing. 615 0$aInternet marketing. 615 0$aSocial media. 615 0$aDigital media. 615 0$aAdvertising. 615 14$aMedia Planning. 615 24$aMedia and Communication. 615 24$aDigital Marketing. 615 24$aSocial Media. 615 24$aDigital and New Media. 615 24$aAdvertising. 676 $a153.733 700 $aNelson-Field$b Karen$0935189 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910900177503321 996 $aThe Attention Economy$94212243 997 $aUNINA