Stealing Attention: The customers attention was stolen from them and trust is taken away. The ad was below their expectations in a negative way. (Net Negative Attention Return for Customer)

Mutual Attention: Where the customers expectations are met, desires are somewhat satisfied and whole experience was overall average. (Neutral Attention Return for Customer)

Serving Attention: Where the customers trust is built and feels like the brand and ad not only met expectations and desires but exceeded them. (Net Positive Attention Return for Customer) 

The thing is as a marketer you must always be serving the customers attention and giving them a Return on Attention that is worth it to them. When you are moving backwards or even neutral - you are really taking away from the customer.

It has to be a net positive experience for your customer or you are moving backwards.