Buch, Englisch, 240 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 704 g
Innovative Advertising for a Digital World
Buch, Englisch, 240 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 704 g
ISBN: 978-1-3986-0252-6
Verlag: Kogan Page
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
- 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