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Or you may stop what you were doing, say, "sorry," and then move on. What if he's the fourth, or the tenth, or the one hundredth person who's asked you the same question? You've got too much to do and not enough time to get it done. Every day, you're exposed to more than four hours of media.Sooner or later you're going to tune out the interruptions. Most of it is optimized to interrupt what you're doing.Suddenly, someone walks up to you and says, "Excuse me, can you tell me how to get to Gate 7?" Obviously, you weren't hoping for, or expecting, someone to come up and ask this question, but since he looks nice enough and you've got a spare second, you interrupt your train of thought and point him on his way.
This is a book about the attention crisis in America and how marketers can survive and thrive in this harsh new environment.
This site has been up and running for more than ten years, when the book first came out.
Hard to conceive of today, but the book was a top 100 bestseller for almost a year.
I discovered that I could live without hearing every new Bob Dylan album and that while there were plenty of great restaurants in New York City, the ones near my house in the suburbs were just fine. Try counting how many marketing messages you encounter today.
Don't forget to include giant brand names on T- shirts, the logos on your computer, the Microsoft start-up banner on your monitor, radio ads, TV ads, airport ads, billboards, bumper stickers and even the ads in your local paper.
Marketing was in a groove - if you invented a decent product and put enough money into TV advertising you could be pretty sure you'd get shelf space in stores.