Paid Attention (Cambridge Marketing Handbooks)

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en Limba Engleză Paperback – 03 Apr 2015
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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ISBN-13: 9780749473600
ISBN-10: 0749473606
Pagini: 216
Dimensiuni: 155 x 231 x 10 mm
Greutate: 0.32 kg
Editura: Kogan Page
Seria Cambridge Marketing Handbooks

Notă biografică

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 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 lectures at MIT and USC.


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