Brain Game: Integrated attention planning

Anne Rayner

This article looks at how to engage people's attention effectively from a choice of the many different touchpoints available to marketers.

Brain Game: Integrated attention planning

Anne Rayner

Marketers have a wealth of touchpoints at their disposal to help command their audience's attention; they need to start using them in the right way.

Any marketing strategy needs to work with the human brain rather than against it, if it is to be effective. This is particularly true when it comes to the challenge of capturing and holding human attention, the essence of effective brand communications. Our understanding of attention has been transformed in recent years. However, such an understanding can only contribute when it is incorporated meaningfully into creative and media...

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