This book offers a considered voice on the advertising chaos that colours our rapidly changing media environment in a world of fake news, fast facts and seriously depleted attention stamina. Rather than simply herald disruption, Karen Nelson-Field...
This book offers a considered voice on the advertising chaos that colours our rapidly changing media environment in a world of fake news, fast facts and seriously depleted attention stamina. Rather than simply herald disruption, Karen Nelson-Field...
Karen Nelson-Field, Senior Research Associate, Ehrenberg-Bass Institute for Marketing Science, University of South Australia Karen Nelson-Field is a Senior Research Associate with the Ehrenberg-Bass Institute at the University of South Australia. Her current research focuses on whether existing empirical generalisations in advertising and buyer behavior hold in the new media context. Her research into social media marketing, content marketing and video sharing have been internationally recognised both in industry and academic forums while her (sometimes controversial) findings regularly spark global discussion amongst practitioners.
1. IT'S AN EPIDEMIC ; 2. WHEN LAWS ARE NOT LAWS ; 3. EMOTIONS AND SHARING ; 4. NOT ALL FART JOKES ARE FUNNY ; 5. BRAND PROMINENCE AND SHARING ; 6. REACH [STILL] REIGNS ; 7. THE PAYOFF ; 8. THE SOCIAL OPPORTUNITY ; 9. LAST DRINKS ; 10. AROUSAL TESTING RESEARCH METHOD EXPLAINED - FOR INTERESTED READERS