Yakob Paid Attention

Innovative Advertising for a Digital World
2. Auflage 2021
ISBN: 978-1-398-60252-6
Verlag: KOGAN PAGE

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Beschreibung

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.

Autoren

Autoren

Yakob, Faris

Über den Autor

Yakob, Faris
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.

Inhaltsverzeichnis

Section - Chapter 00: Introduction: Paid attention - how much is it worth? Section - Chapter 01: Logocentrism: What's in a name? Section - Section TWO: Attention deficit disorders Section - Chapter 02: Uncovering hidden persuaders: Why all market research is wrong Section - Chapter 03: Advertising works in mysterious ways: Modern theories of communication Section - Chapter 04: Is all advertising spam? Communication planning in an on-demand world Section - Chapter 05: The spaces between: The vanishing difference between content, media and advertising Section - Section THREE: Attention arts and sciences Section - Chapter 06: Do things, tell people: How to behave in a world of infinite content Section - Chapter 07: Recombinant culture: Talent imitates, genius steals Section - Chapter 08: Combination tools: How to have ideas, a genius steals process Section - Chapter 09: Advertising for advertising: Is the industry paying attention? Section - Chapter 10: Integrative strategy and social brands: Be nice or leave! Section - Chapter 11: Section - Chapter 12: Section - Chapter 13: Prospection: Planning for the future we want

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