Paid Attention: Innovative Advertising for a Digital World

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9780749473600: Paid Attention: Innovative Advertising for a Digital World

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.

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Book Description:

A guide to modern advertising ideas: what they are, where they come from and how they are evolving

About the Author:

Faris Yakob is the founder of Genius Steals LLC, an idea and innovation consulting firm. Previously he was Chief Innovation Officer at MDC Partners and Executive Vice President, Chief Technology Strategist at the world's largest advertising agency, McCann Erickson. He was named one of ten modern day Madmen by Fast Company and one of the most respected planners in the world by The Planning Survey. He regularly writes about brands, media, communications, and technology in publications that include Fast Company, Forbes, Advertising Age and Maxim. He is a frequent speaker at international conferences and has lectured at MIT and USC.

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Yakob, Faris
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Descripción 2015. PAP. Estado de conservación: New. New Book. Shipped from US within 10 to 14 business days. Established seller since 2000. Nº de ref. de la librería KB-9780749473600

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Descripción Kogan Page 4/28/2015, 2015. Paperback or Softback. Estado de conservación: New. Paid Attention: Innovative Advertising for a Digital World. Book. Nº de ref. de la librería BBS-9780749473600

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Descripción Kogan Page Ltd, United Kingdom, 2015. Paperback. Estado de conservación: New. 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. Nº de ref. de la librería AAS9780749473600

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Faris Yakob
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Descripción Kogan Page Ltd, United Kingdom, 2015. Paperback. Estado de conservación: New. 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. Nº de ref. de la librería AAS9780749473600

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Descripción Kogan Page. PAPERBACK. Estado de conservación: New. 0749473606 BRAND NEW, GIFT QUALITY! NOT OVERSTOCKS OR MARKED UP REMAINDERS! DIRECT FROM THE PUBLISHER!|0.7. Nº de ref. de la librería OTF-S-9780749473600

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Descripción Kogan Page. Paperback. Estado de conservación: 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. Nº de ref. de la librería 9780749473600

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Descripción Kogan Page 2015-04-03, 2015. Estado de conservación: New. Brand new book, sourced directly from publisher. Dispatch time is 24-48 hours from our warehouse. Book will be sent in robust, secure packaging to ensure it reaches you securely. Nº de ref. de la librería NU-TBS-00003957

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Descripción Kogan Page Ltd. Paperback. Estado de conservación: 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. Nº de ref. de la librería B9780749473600

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