Paid Attention: Innovative Advertising for a Digital World - Brossura

Yakob, Faris

Brossura

ISBN 10: 0749473606 ISBN 13: 9780749473600

Casa editrice: Kogan Page Ltd, 2015

Riassunto

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.

Su questo libro

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)

"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) --(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) --(Christophe Cauvy Regional Director of Digital & Innovation (Europe) at JWT 2014-12-09)

Descrizione del libro:

Discusses the shifts due to rapid changes in communication technologies and proposes new commercial advertising models

Provides tools for working in the new media environment, with handy tips and case studies throughout

Helps readers generate new ideas and package them using a creativity toolkit in Chapter 8 inspired by the author's own practice

Online resources: Additional toolkits with advice, techniques and best practice on brand behaviour, new ideas and effective communication

Su questa edizione

• Editore: Kogan Page Ltd
• Data di pubblicazione: 2015
• ISBN 10: 0749473606
• ISBN 13: 9780749473600
• Rilegatura: Copertina flessibile
• Numero edizione: 1
• Numero di pagine: 200