LEADER 04805nam 22006975 450 001 9910373886203321 005 20200630204242.0 010 $a981-15-1540-9 024 7 $a10.1007/978-981-15-1540-8 035 $a(CKB)4900000000505256 035 $a(MiAaPQ)EBC6006603 035 $a(DE-He213)978-981-15-1540-8 035 $a(PPN)242843565 035 $a(EXLCZ)994900000000505256 100 $a20200104d2020 u| 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 14$aThe Attention Economy and How Media Works $eSimple Truths for Marketers /$fby Karen Nelson-Field 205 $a1st ed. 2020. 210 1$aSingapore :$cSpringer Singapore :$cImprint: Palgrave Macmillan,$d2020. 215 $a1 online resource (161 pages) $cillustrations 300 $aIncludes index. 311 $a981-15-1539-5 327 $a1. State of Play -- 2. Recipe for Good Media Research -- 3. How Advertising Works (So Far) -- 4. The Evolution of Media Buying -- 5. The Attention Economy is Coming (Fast) -- 6. Buying the Best Impression -- 7. Creating the Best Impression -- 8. Who Should You Impress (and Where Are They Hiding?) -- 9. The Magic 8 Ball. 330 $aIn a world of fake news, fast facts and seriously depleted attention stamina, this book offers a considered voice on the advertising chaos that colours our rapidly changing media environment. Rather than simply herald disruption, Karen Nelson-Field starts an intelligent conversation on what it will take for businesses to win in an attention economy, the advertising myths we need to leave behind and the scientific evidence we can use to navigate a complex advertising and media ecosystem. This book makes sense of viewability standards, coverage and clutter; it talks about the real quality behind a qCPM and takes a deep dive into the relationship between attention and sales. It explains the stark reality of human attention processing in advertising. Readers will learn how to maximise a viewer?s divided attention by leveraging specific media attributes and using attention-grabbing creative triggers. Nelson-Field asks you to pay attention to a disrupted advertising future without panic, but rather with a keen eye on the things that brand owners can learn to control. Karen Nelson-Field is the Founder and Executive Director of Amplified Intelligence and Professor of Media Innovation at The University of Adelaide, Australia. Karen is a globally acclaimed researcher in media science, is a regular speaker on the major circuits, and has secured research funding from some of the world?s largest advertisers. Her first book, Viral Marketing: The Science of Sharing(2013), set the record straight on hunting for ?viral success?. Her work has been noted in The New York Times, Bloomberg Business, CNBC, Forbes, Wall Street Journal, Huffington Post, Contagious and The Drum, and she is a regular media writer for the Australian Financial Review. Karen?s commercial work combines tech and innovative methodological design to look closely at attention metrics in a disrupting digital economy. 606 $aBusiness 606 $aIndustrial management 606 $aCommunication 606 $aInternet marketing 606 $aSocial media 606 $aDigital media 606 $aPopular Science in Business and Management$3https://scigraph.springernature.com/ontologies/product-market-codes/Q42000 606 $aMedia Management$3https://scigraph.springernature.com/ontologies/product-market-codes/513020 606 $aMedia and Communication$3https://scigraph.springernature.com/ontologies/product-market-codes/412010 606 $aOnline Marketing/Social Media$3https://scigraph.springernature.com/ontologies/product-market-codes/513010 606 $aSocial Media$3https://scigraph.springernature.com/ontologies/product-market-codes/412020 606 $aDigital/New Media$3https://scigraph.springernature.com/ontologies/product-market-codes/412040 615 0$aBusiness. 615 0$aIndustrial management. 615 0$aCommunication. 615 0$aInternet marketing. 615 0$aSocial media. 615 0$aDigital media. 615 14$aPopular Science in Business and Management. 615 24$aMedia Management. 615 24$aMedia and Communication. 615 24$aOnline Marketing/Social Media. 615 24$aSocial Media. 615 24$aDigital/New Media. 676 $a658.872 700 $aNelson-Field$b Karen$4aut$4http://id.loc.gov/vocabulary/relators/aut$0935189 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910373886203321 996 $aThe Attention Economy and How Media Works$92106218 997 $aUNINA