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"You need to create attention and then engagement with something that resonates," he added.
But some publishers regard free digital books as purely promotional, in the same vein as the free galleys they distribute to booksellers and reviewers to create attention and word-of-mouth buzz for an author.
Second, Amazon is trying to create attention for its movie download business, which sells downloads on a per-title basis ($3.99 for a new release), and which in general hasn't gotten near the recognition of competitors like Netflix.
"I'm aware this is intended to create attention," said Hoss, whose face graces the exhibition poster, but says she has turned the curatorial role into a performance – just like one of Jankowski's artworks.
Nissan's "theater jam" campaign is "an intelligent risk in the business of trying to create attention, which is something you have to do," said Jonathan Cropper, senior manager for youth and urban communications at Nissan North America in Gardena, Calif.
Flash mob marriage proposals are a good example of this; they're often wildly popular, shared by millions of people all saying "best thing ever", but you can always find a curmudgeon (usually me) saying, "Ugh, I can't get past the way this is clearly calculated to create attention from strangers".
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This helps to create attention-grabbing headlines, such as: "The new Mark Zuckerberg", "Wunderkind Geek", and "Teenage Prodigy".
Have a straight fringe, this will create attention to your messy ponytail!
"We're trying to create public attention.
"I think this is a great way to create some attention for the country and for both of us, as well".
To create some attention, Ayre begat the fictitious Cole Turner as the public face of Bodog.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com