Paid Attention: Innovative Advertising for a Digital World

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9780749473600: Paid Attention: Innovative Advertising for a Digital World

As ever, the onus is on brands to find compelling ways to earn the attention of the consumer. Yet content scarcity has given way to overload, fixed channels have dissolved into fluid networks, and audiences have become participants in consumer-driven conversations. This shift requires a new course of action for brands; it demands new marketing imperatives. Paid Attention is a guide to modern advertising ideas: what they are, why they are evolving and how to have them. Spanning communication theory, neuroscience, creativity and innovation, media history, branding and emerging technologies, it explores the strategic creation process and how to package ideas to attract the most attention in the advertising industry. Packed with real-world examples of advertising campaigns for companies including Sony, Red Bull, HP and many more, Paid Attention provides a robust model for influencing human behaviour. Referencing a wide body of theory and praxis, from behavioural economics and sociology to technology and even science fiction, Faris Yakob maps advertising onto a wider analysis of culture. Containing practical advertising and branding templates, including a new advertising planning toolkit, it is ideal for students and practitioners looking to get noticed in today's cluttered marketplace.

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Recensione:

"Ever been on a roller coaster? They tend to hold your attention well. Slowly scaling great heights, then wonderful views, sharp unexpected turns, fast paced, and great fun. Faris's book is a roller coaster of a book - full of ideas on ideas, it held my attention at every turn. Packed full of theories and evidence to weigh and consider, this is the advertising/communications/ideas book of the year." ( Adam Ferrier, Chief Strategy Officer, Cummins & Partners 2014-11-24)

"In today's global, 24/7, hyper-connected environment, our attention is the most prized commodity. New media call for new approaches to strategic communication. Drawing upon a rich and highly interdisciplinary body of scholarship on the links between cognition, symbolic expression and behavior, Paid Attention is a primer for the praxis of persuasion in the 21st century. Clearly fluent in both academic research and marketplace realities, Faris Yakob offers a welcome bridge between theory and practice. Scholars and professional communicators alike should pay attention." ( Gwenyth Jackaway, PhD, Associate Professor and Associate Chair of Communication and Media Studies at Lincoln Center, Fordham University 2014-12-01)

" Paid Attention is a must read for anyone struggling to understand media's changing relationship with consumers in a world being transformed by digital. Funny and provocative, and packed full of great examples, it'll get you thinking differently, whether you're an advertising professional or a media entrepreneur trying to reposition your business to take on the next generation of opportunities." ( David Flynn, Chief Creative Officer, Endemol UK 2015-01-14)

"Reading this book felt a little like intellectual pinball as I was bounced between the worlds of psychology, philosophy, economics and advertising history: always entertaining while also sometimes genuinely profound. At a time when almost every pundit seems to be questioning whether advertising has a future, Faris is offering some answers." ( Will Collin, Founding Partner, Naked Communications 2014-11-25)

"In the digital age and beyond, marketers can no longer buy attention. That means how we define strategy, creative ideas, media, and even the role of the consumer has to change. Faris Yakob has spent a career writing and speaking about these topics. Few thinkers better understand the challenges that confront marketers, advertisers and agencies in the years to come. Finally, we have his knowledge --captured in a clear, logical text that offers readers an understanding of the recent changes, and what we can do to prosper." ( Edward Boches, Professor of Advertising, Boston University; formerly Partner and Chief Creative Officer, Mullen 2014-12-01)

" Paid Attention gives a comprehensive view of how the advertising industry has evolved and how new technologies and social media have affected what people demand from brands today. Faris covers philosophy, psychology, behavioural economics and social behaviours to look at how planners and creatives can ensure their work is relevant, engaging and appropriate. He covers a great deal of information in an approachable and straightforward way, with stacks of recent examples of successful advertising." ( Emily Hare, Managing Editor, Contagious Magazine 2014-12-02)

"Great ideas happen when you ask a lot of questions. If you want to ignite culture, you need to challenge conventions. Faris is one of the brightest and most curious minds in advertising, and in Paid Attention: Innovative Advertising for a Digital World, he asks questions that every advertiser and marketer should be asking themselves today about breaking through in an increasingly on-demand and attention scare world. In the process, he arrives at some revealing brand tactics and strategies that will help you create advertising people seek out not skip. Recommended reading for anyone in the advertising and marketing business." ( Winston Binch, Partner, Chief Digital Officer, Deutsch LA 2014-12-01)

"Great ideas, as the book explains, are borrowed bits of other great ideas recombined in new and interesting ways. Paid Attention doesn't just explain the concept, it lives it, combining ideas from economics, psychology, philosophy, media studies, and, of course, advertising, into a coherent narrative for this particularly incoherent time. The book is well worth your attention and you're sure to find a few ideas to steal for yourself and your brand." ( Noah Brier, Founder of Percolate 2014-12-02)

"A lively, penetrating, thoroughly intelligent investigation of how content wins attention...or fails to do so. Let Faris be your guide to new ideas and best practice." ( Grant McCracken, Affiliate Berkman Center for Internet & Society at Harvard University 2014-12-02)

"Faris's phaser is set to stun as he reverses the polarity of the ad industry in a cautionary tale against old media thinking. Salvation comes in the form of numerous helpful thoughts starters for those genuinely interested in exploring the future of marketing." ( Johnny Vulkan, Founding Partner, Anomaly 2014-12-02)

"Faris managed to eloquently encapsulate the ongoing radical transformations of marketing and communication as a practice. From behavioral sciences to the genesis of creativity, this book keeps on traveling between both sides of our brains in view to intelligently explain the productive tension between arts and sciences, and the recent shift towards a less intuitive, thus more evidence-based scientific approach to marketing... without, importantly, killing creativity, but au contraire, enhance it by rendering ideas more relevant and efficient." ( Christophe Cauvy Regional Director of Digital & Innovation (Europe) at JWT 2014-12-09)

Descrizione del libro:

Paid Attention looks at how new models of advertising can create commercial sustainability within a changing digital landscape.

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Faris Yakob
Editore: Kogan Page Ltd, United Kingdom (2015)
ISBN 10: 0749473606 ISBN 13: 9780749473600
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Descrizione libro Kogan Page Ltd, United Kingdom, 2015. Paperback. Condizione libro: New. 232 x 156 mm. Language: English . Brand New Book. As ever, the onus is on brands to find compelling ways to earn the attention of the consumer. Yet content scarcity has given way to overload, fixed channels have dissolved into fluid networks, and audiences have become participants in consumer-driven conversations. This shift requires a new course of action for brands; it demands new marketing imperatives. Paid Attention is a guide to modern advertising ideas: what they are, why they are evolving and how to have them. Spanning communication theory, neuroscience, creativity and innovation, media history, branding and emerging technologies, it explores the strategic creation process and how to package ideas to attract the most attention in the advertising industry. Packed with real-world examples of advertising campaigns for companies including Sony, Red Bull, HP and many more, Paid Attention provides a robust model for influencing human behaviour. Referencing a wide body of theory and praxis, from behavioural economics and sociology to technology and even science fiction, Faris Yakob maps advertising onto a wider analysis of culture. Containing practical advertising and branding templates, including a new advertising planning toolkit, it is ideal for students and practitioners looking to get noticed in today s cluttered marketplace. Codice libro della libreria AAS9780749473600

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Faris Yakob
Editore: Kogan Page Ltd, United Kingdom (2015)
ISBN 10: 0749473606 ISBN 13: 9780749473600
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Descrizione libro Kogan Page Ltd, United Kingdom, 2015. Paperback. Condizione libro: New. 232 x 156 mm. Language: English . Brand New Book. As ever, the onus is on brands to find compelling ways to earn the attention of the consumer. Yet content scarcity has given way to overload, fixed channels have dissolved into fluid networks, and audiences have become participants in consumer-driven conversations. This shift requires a new course of action for brands; it demands new marketing imperatives. Paid Attention is a guide to modern advertising ideas: what they are, why they are evolving and how to have them. Spanning communication theory, neuroscience, creativity and innovation, media history, branding and emerging technologies, it explores the strategic creation process and how to package ideas to attract the most attention in the advertising industry. Packed with real-world examples of advertising campaigns for companies including Sony, Red Bull, HP and many more, Paid Attention provides a robust model for influencing human behaviour. Referencing a wide body of theory and praxis, from behavioural economics and sociology to technology and even science fiction, Faris Yakob maps advertising onto a wider analysis of culture. Containing practical advertising and branding templates, including a new advertising planning toolkit, it is ideal for students and practitioners looking to get noticed in today s cluttered marketplace. Codice libro della libreria AAS9780749473600

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Descrizione libro Kogan Page. PAPERBACK. Condizione libro: New. 0749473606 Satisfaction Guaranteed. Please contact us with any inquiries. We ship daily. Codice libro della libreria Z0749473606ZN

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Descrizione libro Softcover. Condizione libro: New. Rapid changes in communication technologies shifted the media environment from one of scarcity to one characterized by abundance. Advertisers are paying more and more money to reach fewer and fewer people, as audiences consume endless streams of content across different platforms. When you can no longer buy enough attention for advertising to remain efficient -- how do brands respond?Spanning communication theory, neuroscience, creativity and innovation, media history, popular culture, branding, and emerging technologies,Paid Attention explores how ideas move people and how advertising can and should change in response to changes in the communication landscape. Packed with real-world examples of campaigns from companies including Sony, Red Bull and HP, the book also contains practical advertising and branding templates and toolkits.Topics covered include: a critical look at market research, modern theories of communication, the vanishing difference between content, media, and advertising, what ideas are and how to get them, and the future predictions. Codice libro della libreria 116489155

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Descrizione libro Kogan Page Ltd. Paperback. Condizione libro: new. BRAND NEW, Paid Attention: Innovative Advertising for a Digital World, Faris Yakob, As ever, the onus is on brands to find compelling ways to earn the attention of the consumer. Yet content scarcity has given way to overload, fixed channels have dissolved into fluid networks, and audiences have become participants in consumer-driven conversations. This shift requires a new course of action for brands; it demands new marketing imperatives. Paid Attention is a guide to modern advertising ideas: what they are, why they are evolving and how to have them. Spanning communication theory, neuroscience, creativity and innovation, media history, branding and emerging technologies, it explores the strategic creation process and how to package ideas to attract the most attention in the advertising industry. Packed with real-world examples of advertising campaigns for companies including Sony, Red Bull, HP and many more, Paid Attention provides a robust model for influencing human behaviour. Referencing a wide body of theory and praxis, from behavioural economics and sociology to technology and even science fiction, Faris Yakob maps advertising onto a wider analysis of culture. Containing practical advertising and branding templates, including a new advertising planning toolkit, it is ideal for students and practitioners looking to get noticed in today's cluttered marketplace. Codice libro della libreria B9780749473600

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Faris Yakob
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Descrizione libro Kogan Page. Paperback. Condizione libro: New. Paperback. 160 pages. Rapid changes in communication technologies shifted the media environment from one of scarcity to one characterized by abundance. Advertisers are paying more and more money to reach fewer and fewer people, as audiences consume endless streams of content across different platforms. When you can no longer buy enough attention for advertising to remain efficient -- how do brands respondSpanning communication theory, neuroscience, creativity and innovation, media history, popular culture, branding, and emerging technologies, Paid Attention explores how ideas move people and how advertising can and should change in response to changes in the communication landscape. Topics covered include: a critical look at market research, modern theories of communication, the vanishing difference between content, media, and advertising, what ideas are and how to get them, and the future of advertising. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Paperback. Codice libro della libreria 9780749473600

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