Faris Yakob

Paid Attention (eBook, ePUB)

Innovative Advertising for a Digital World

• Format: ePub

Produktbeschreibung

The advertising attention marketplace is a confusing and vast playing field where the rules have changed drastically over the last decade. Make yourself heard and win the attention of your target audience with the new edition of this ultimate guide.

Paid Attention delivers new and innovative insights into advertising ideas: what they are, why they are evolving and how to use them in day to day strategy to ensure commercial stability within a changing digital landscape. Packed with real-world examples of advertising campaigns such as Google, Sony and Old Spice, it provides a robust model for influencing human behaviour and toolkits that offer best practice on brand behaviour and effective communication.

This second edition includes two new chapters exploring the latest evidence about attention spans and trends in online advertising, as well as new case studies on compelling brand ideas. In a world where being a consumer is confusing, learn to take control of the situation and make yourself heard in today's crowded attention marketplace.

Produktdetails

• Verlag: Kogan Page eBook
• Seitenzahl: 240
• Erscheinungstermin: 3. November 2021
• Englisch
• ISBN-13: 9781398602519
• Artikelnr.: 62782811

Autorenporträt

Faris Yakob, Based in New York City, New York, is co-founder of Genius Steals LLC, an ideas and innovation consultancy and of The School of Stolen Genius, an online learning community for marketers and creative thinkers. He is former Chief Innovation Officer at MDC Partners, EVP & Chief Technology Strategist at McCann Erickson, plus Global Digital Strategy & Creative Director at Native Communications. Yakob is a prominent international speaker, guest lecturer for a number of universities and has written for publications including the Financial Times, Forbes, Advertising Age and Media Week.

Inhaltsangabe

Section
ONE: Paid attention; Chapter
00: Introduction
Paid attention
How much is it worth?; Chapter
01: Logocentrism
What's in a name?; Section
TWO: Attention deficit disorders; Chapter
02: Uncovering hidden persuaders
Why all market research is wrong; Chapter
03: Advertising works in mysterious ways
Modern theories of communication; Chapter
04: Is all advertising spam? Communication planning in an on
demand world; Chapter
05: The spaces between
The vanishing difference between content, media and advertising; Section
THREE: Attention arts and sciences; Chapter
06: Do things, tell people
How to behave in a world of infinite content; Chapter
07: Recombinant culture
Talent imitates, genius steals; Chapter
08: Combination tools
How to have ideas
A genius steals process; Chapter
09: Advertising for advertising
Is the industry paying attention?; Chapter
10: Integrative strategy and social brands
Be nice or leave!; Chapter
11: Prospection
Planning for the future we want; Section
FOUR: 2020 Foresight; Chapter
12: Everything is PR; Chapter
13: The quantity, quality, qualia and cost of attention; Chapter
14: Epilogue
Talkin' about your generation

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• Section - ONE: Paid attention;
• • Chapter - 00: Introduction - Paid attention - How much is it worth?;
  • Chapter - 01: Logocentrism - What's in a name?;
• Section - TWO: Attention deficit disorders;
• • Chapter - 02: Uncovering hidden persuaders - Why all market research is wrong;
  • Chapter - 03: Advertising works in mysterious ways - Modern theories of communication;
  • Chapter - 04: Is all advertising spam? Communication planning in an on-demand world;
  • Chapter - 05: The spaces between - The vanishing difference between content, media and advertising;
• Section - THREE: Attention arts and sciences;
• • Chapter - 06: Do things, tell people - How to behave in a world of infinite content;
  • Chapter - 07: Recombinant culture - Talent imitates, genius steals;
  • Chapter - 08: Combination tools - How to have ideas - A genius steals process;
  • Chapter - 09: Advertising for advertising - Is the industry paying attention?;
  • Chapter - 10: Integrative strategy and social brands - Be nice or leave!;
  • Chapter - 11: Prospection - Planning for the future we want;
• Section - FOUR: 2020 Foresight;
• • Chapter - 12: Everything is PR;
  • Chapter - 13: The quantity, quality, qualia and cost of attention;
  • Chapter - 14: Epilogue - Talkin' about your generation

Rezensionen

"A must read for anyone in the communications industry." Lisa Batty, Head of Brand Strategy & Planning at TikTok