CHAPTER 10Valuing Attention
WHAT’S IT WORTH?
What is attention worth? For many companies, the correlated question is more immediate: What is advertising worth? This topic is as old as advertising itself. While there have been numerous models showing the impact of above-the-line advertising on sales and goodwill, the ROI of promotions has been easier to measure directly. Attention itself is worth more today than it was in past decades, when there were fewer messages competing for mindshare. The price of delivering attention—or at least attention expressed as eyeballs, impressions, listeners, and pass-along readers—had been dictated by the supply of and demand for space on television, radio, print, and outdoor.
The relative worth of delivered messages ...
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