Paid Attention: Innovative Advertising for a Digital World - Softcover

Yakob, Faris

 
9780749473600: Paid Attention: Innovative Advertising for a Digital World
Softcover
ISBN 10: 0749473606 ISBN 13: 9780749473600
Publisher: Kogan Page, 2015

Synopsis

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. Online resources include additional toolkits with advice, techniques and best practice on brand behaviour, new ideas and effective communication.

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About the Author

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.

"About this title" may belong to another edition of this title.

Publisher
Kogan Page
Publication date
2015
Language
English
ISBN 10 
0749473606
ISBN 13 
9780749473600
Binding
Paperback
Edition number
1
Number of pages
216