The must-have handbook for marketers to create effective and memorable campaigns in the new media era. We are living in a new era of media and marketers are more confused than ever before. Nine out of 10 marketers are struggling to identify the right platforms and technologies to help them manage their audiences. Marketing has lost its way in recent years. Advertising and communication is so cluttered that marketers are creating bad campaigns that are a waste of their and the consumers time. HOOK gives you an easy to remember system to create campaigns that have human emotion, ownable messaging, unique offerings and talkability among their audience. HOOK theory is made up of four elements (Human, Ownable, Offer, Keep) that help you create great ideas and marketing campaigns that work.