Attention!: How to Interrupt, Yell, Whisper, and Touch Consumers
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Attention! How to Interrupt, Yell, Whisper, and Touch Consumers

By Ken Sacharin
John Wiley & Sons October 2000

Specifications

ISBN-13
9780471389972
Publisher
John Wiley & Sons
Publication
October 2000
Format
Hardback , 224 pages
Jurisdiction
International ? Countri(es) for reference only

Details

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

 

"This is a book to read - quite quickly - and learn from." (Admap, March 2001)

Table of Contents

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.

About the Author

KEN SACHARIN is Executive Vice President, Media Director for The Media Edge, San Francisco. The Media Edge is the world's fourth-largest media services firm; their clients include AT&T, Sony, Adobe, Chevron, and United Airlines. Sacharin is a graduate of Columbia University. His research reports have been quoted in the New York Times, Fortune, and Advertising Age.

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