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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.
Inhaltsverzeichnis
- 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
Über den Autor / die Autorin
Faris Yakob 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. Based in New York City, New York, 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.
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"A must read for anyone in the communications industry." Lisa Batty, Head of Brand Strategy & Planning at TikTok
