Foreword by David Meerman Scott
What we all really want is ATTENTION
Entrepreneurs, CEOs, and business owners want people to pay attention to their company. Marketers, PR pros, advertisers and salespeople are on the payroll for one reason: To generate attention.
In thinking about attention, there seem to be four main ways to generate it today.
You can buy attention. This is called advertising.
You buy access to people through expensive television commercials, magazine and newspaper ads, the Yellow Pages, billboards, tradeshow floor space, direct mail lists and the like.
Advertising agency staffers are really good at buying attention. The problem is that whenever you have an attention problem and consult an advertising agency, the solution always ...
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