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

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John Wiley & Sons, Mar 29, 2004 - Business & Economics - 224 pages
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

 

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Contents

Part II Getting Attention in a Crowded RoomThe Techniques of Attention Mechanics
43
Part III Attention MechanicsHow to Get Started
168
Notes
191
Acknowledgments
195
Index
197
Copyright

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Page x - MORE THAN ANY other time in history, mankind faces a crossroads. One path leads to despair and utter hopelessness. The other, to total extinction. Let us pray we have the wisdom to choose correctly.
Page iii - ... craft and a desire to enlighten others. We hope readers will find these books as helpful and inspiring as Adweek, Brandweek, and Mediaweek magazines. Published Disruption: Overturning Conventions and Shaking Up the Marketplace, by Jean-Marie Dru Under the Radar: Talking to Today's Cynical Consumer...

About the author (2004)

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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