Attention Marketing

Author: Ken Sakurai
Publisher:
Publish Date: 2003-06-01
Features: This is a book about attention. About how advertisers get attention and how to hold it. The book presents a new method for increasing attention and a new mechanism for gaining it. The author calls it the attention mechanism. The book also challenges the so-called "new orthodoxy" in the marketing world, which claims that customer loyalty is everything. Customer loyalty marketing takes many forms, such as relationship marketing, one-to-one marketing, database marketing, customer relationship management, and promise marketing, each emphasizing different aspects. However, advertisers can never build loyalty unless they first capture attention. Advertisers can no longer take consumers' attention for granted. The book is divided into three parts. The first part explains how marketing power works and why it is corroding. The second part uses a crowded room as the core metaphor of the book. In a crowded room, what would a stranger do to get attention? Every action of the stranger can be transformed into a new method for planning marketing communication, which the author calls the attention mechanism. Each technique is introduced in a separate chapter in the second part. The third part explains how to apply the attention mechanism to your brand.