The Future of Advertising: New Approaches to the Attention Economy

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In the wake of the World Trade Organization Telecommunications Agreement, this book examines the key success factors for achieving sustainable competition in global telecommunications at the national, regional, and international levels while accommodating legitimate social goals.
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Overview

In the wake of the World Trade Organization Telecommunications Agreement, this book examines the key success factors for achieving sustainable competition in global telecommunications at the national, regional, and international levels while accommodating legitimate social goals.
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Product Details

  • ISBN-13: 9780898432244
  • Publisher: The Aspen Institute
  • Publication date: 4/1/1998
  • Pages: 60

Table of Contents

Foreword
An Information Society 1
Allocating Attention 3
The Role of Advertising 4
A Brief History of Advertising 5
Market Segmentation 9
Advertising and Its Discontents 10
The Effectiveness of Advertising 12
Coping with Clutter 15
The Impact of Advertising on the Growth of Media 16
Brave New Media World 20
New Media, New Issues 26
The Attention Economy 36
Conclusion 43
Endnotes 45
App. A Afterthoughts on The Future of Advertising 51
App. B CASIE Goals for Privacy in Marketing on Interactive Media 71
App. C TRUSTe Marks and Guidelines 73
App. D ASME Guidelines for New Media 77
App. E CME Guidelines for the Collection and Tracking of Information From Children on the GII and in Interactive Media 79
App. F CARU 1997 Self Regulatory Guidelines for Children's Advertising 83
App. G Conference Participants 89
About the Author 91
The ASPEN Institute Communications and Society Program 93
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