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|a 658.8
|2 23
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|a Nelson-Field, Karen.
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| 245 |
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|a The attention economy and how media works
|h [electronic resource] :
|b simple truths for marketers /
|c Karen Nelson-Field.
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| 260 |
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|a Singapore :
|b Palgrave Macmillan,
|c 2020.
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| 300 |
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|a 1 online resource.
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| 336 |
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|a text
|b txt
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|a computer
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|a online resource
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|a Description based upon print version of record.
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|a Intro -- Foreword -- Acknowledgements -- Contents -- Notes on Contributors -- List of Figures -- List of Tables -- 1 State of Play -- 1.1 Critical Media Moments in Time -- 1.1.1 Blitzscaling and the Accidental Media Companies -- 1.1.2 Free Reach and Going Viral -- 1.1.3 Instant Measurement Appeared in an Instant -- 1.1.4 The Machines Arrived -- 1.1.5 Hyper-Personalisation (aka Web of One) -- 1.2 What Have These Critical Moments Done to the Advertising Troops? -- 1.2.1 Factfulness and Confusion -- 1.2.2 Confusion is Driving us to the Right (Not Left) Side of the Banana -- 1.2.3 The Wrap up
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| 504 |
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|a Bibliography -- 2 Recipe for Good Media Research -- 2.1 The Vitruvian Man -- 2.1.1 Rule-Based Systems -- 2.1.2 The Vitruvius of Marketing -- 2.1.3 The Litmus Test is Replication -- 2.2 The Good and the Ugly of Advertising Measurement -- 2.2.1 Naturalness and Experimental Controls -- 2.2.2 Market Share is the Forgotten Child -- 2.2.3 Beware the Legacy Proxy -- 2.2.4 Not All Machines are Like R2-D2 -- 2.2.5 A Story About a New Approach to an Old Problem -- 2.2.6 The Wrap up -- Bibliography -- 3 How Advertising Works (so far) -- 3.1 The Bert and Ernie of Marketing -- 3.2 The Guiding Philosophy
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|a 3.2.1 Advertising Doesn't Persuade -- 3.2.2 Advertising Impact is Small but Positive -- 3.3 How Publicity Can Be Measured -- 3.3.1 What is Mental Availability? -- 3.3.2 Why does it Matter? -- 3.4 Staying True to You -- 3.4.1 Becoming Unhinged with Differentiation -- 3.4.2 What is a Distinctive Asset? -- 3.4.3 The Wrap up -- Bibliography -- 4 The Evolution of Media Buying -- 4.1 A Brief History of Media Buying -- 4.1.1 The Early Years -- 4.1.2 The Middle Years: Demographics Become the New Kid on the Block -- 4.1.3 The Later Years: A Giant Emerges -- 4.2 Tech Changed Everything
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|a 4.2.1 We've Lost Control -- 4.2.2 The Link Between Cookies and Golf -- 4.2.3 Programmatic Trading was Born -- 4.2.4 Measurement Became a Science -- 4.3 The Future in a Private World -- 4.3.1 Serious Consideration -- 4.3.2 So, What to do? -- 4.3.3 The Wrap up -- Bibliography -- 5 The Attention Economy Is Coming (Fast) -- 5.1 Drawing High Attention to Low Attention -- 5.1.1 Human Capacity -- 5.1.2 Not All Attention is the Same -- 5.1.3 The Value of Divided Attention -- 5.2 A New Economy Is Dawning -- 5.2.1 A Shifting Paradigm -- 5.2.2 The Rise of the qCPM -- 5.2.3 The Wrap up -- Bibliography
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|a 6 Buying the Best Impression -- 6.1 The Relationship Between Being Seen and Ad Impact -- 6.1.1 The (Long) Path to an Online Viewability Standard -- 6.1.2 Viewability is a Two-Part Metric -- 6.1.3 But What is Sufficient Ad Viewability? -- 6.1.4 Starting with What is at Stake: Viewing Standards and Chargeable Inventory -- 6.1.5 The Results are in on Size -- 6.1.6 The Results are in on Length (Sort of) -- 6.1.7 Could Screen Coverage be a New Game Player? -- 6.2 Media Context -- 6.2.1 Is Editorial Context a Magical Missing Piece? -- 6.2.2 The Wrap up -- Bibliography -- 7 Creating the Best Impression
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| 500 |
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|a 7.1 Attention Grabbers for Advertisers
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| 504 |
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|a Includes bibliographical references and index.
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| 650 |
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|a Marketing.
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| 655 |
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|a Electronic books.
|2 local
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|a ProQuest (Firm)
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|i Print version:
|a Nelson-Field, Karen
|t The Attention Economy and How Media Works : Simple Truths for Marketers
|d Singapore : Palgrave Macmillan US,c2020
|z 9789811515392
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|a Texas A&M University
|b College Station
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