Attention!: How to Interrupt, Yell, Whisper, and Touch Consumers (Adweek Books) [Hardcover]

Ken Sacharin (Author)

Book Description

Series: Adweek Books | Publication Date: October 16, 2000

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

Editorial Reviews

Review

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

From the Inside Flap

Advertising shows up everywhere these days-on TV, radio, billboards, Web banners, bathroom stall doors, luggage carousels, and even bananas and tattoos! But consumers are exhibiting a disturbing tendency to ignore such valiant attempts to make them stop and take notice. In Attention!, advertising executive Ken Sacharin cites this growing failure to get and keep consumers' attention as the number one problem facing advertisers and marketers today-and then shows you how to solve it.

Attention is a precious and limited commodity that must not be squandered or abused. Marketers need to conserve this resource even as they exploit it. To do this, Sacharin introduces "Attention Mechanics," a new set of techniques for seizing and holding the consumer's attention.

Rather than spending ever-growing sums on strident and noisy campaigns, Attention Mechanics builds techniques that both restore the power of marketing communications and conserve it for the future. Sacharin presents a hierarchy of attention strategies-precision tools that revitalize advertising, starting with the most basic goal of all: getting the customer's attention.

He shows advertisers how to make a grand entrance, introduce brands, demand attention without offending the audience, and take advantage of word-of-mouth marketing. He helps you cut through the advertising clutter to reach consumers; develop a brief, focused selling proposition; market brands by telling a story; and more. He also shows you how to apply Attention Mechanics as an overall strategy across all marketing disciplines, including public relations, advertising, sales promotions, direct marketing, and corporate identity creation.

Yes, you can interrupt, yell, whisper, and touch consumers in the ongoing effort to boost sales, increase brand share, and engender customer loyalty-but if you really want to turn their heads, start by reading Attention!

See all Editorial Reviews

Product Details

• Hardcover: 224 pages
• Publisher: Wiley; 1 edition (October 16, 2000)
• Language: English
• ISBN-10: 0471389978
• ISBN-13: 978-0471389972
• Product Dimensions: 9.3 x 6.3 x 0.8 inches
• Shipping Weight: 1.1 pounds (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #2,429,116 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

5.0 out of 5 stars Excellant, January 23, 2006

By 

J. Warren (Denver, Co USA) - See all my reviews
(REAL NAME)   

This review is from: Attention!: How to Interrupt, Yell, Whisper, and Touch Consumers (Adweek Books) (Hardcover)

It is one of the best in the Adweek series. It is a little dated, but it holds many eternal truths that you will not find in standard marketing books.

1 of 2 people found the following review helpful:

3.0 out of 5 stars Pretty good book, August 4, 2005

By 

Phil (Quebec, Canada) - See all my reviews

This review is from: Attention!: How to Interrupt, Yell, Whisper, and Touch Consumers (Adweek Books) (Hardcover)

Attention! is a good book. It's definitely not the best one in the Adweek series (Disruption, Beyond Disruption, Eating the big fish and Hey Whipple are better books). The only major problem with it is that it contains examples from dotcom companies (the book was obviously written before the dotcom crash)...I think it even says that a 56k net connection is extremely fast a couple of times...