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10min chapter
The Attention Economy: Why not all reach is equal with Karen Nelson Field
Uncensored CMO
Attention, Memory, and Advertising Dynamics
This chapter explores the critical interplay between attention and memory in advertising, detailing how focused engagement enhances information retention. It introduces concepts such as the switching cost effect and attention elasticity, emphasizing the importance of platform-specific user experiences in capturing attention. Additionally, the chapter discusses advanced measurement techniques for assessing audience attention, showcasing how data-driven insights can improve advertising effectiveness.
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