Thanks to the hard work of a lot of good people, the industry lately has been paying a lot of attention to attention. This is a good thing. Erwin Ephron, Jim Spaeth, and I hoped this would happen when we proposed adding Attention to the ARF Model back in 2002.
Touching All Bases to Make Advertising Work Harder
![Touching All Bases to Make Advertising Work Harder](/media/articles/InTermsOfRoi_logo_rectangle_qFYN6B5.png.550x380_q85_box-125%2C108%2C1115%2C795_crop.png.webp)