Paid Attention: Innovative Advertising for a Digital World

  • 3h 25m
  • Faris Yakob
  • Kogan Page
  • 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.

About the Author

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 was named one of ten modern day Madmen by Fast Company and one of the most respected planners in the world by The Planning Survey. 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 has lectured at MIT and USC.

In this Book

  • Logocentrism: What's in a Name?
  • Uncovering Hidden Persuaders: Why all Market Research is Wrong
  • Advertising Works in Mysterious Ways: Modern Theories of Communication
  • Is all Advertising Spam? Communication Planning in an On-demand World
  • The Spaces Between: The Vanishing Difference Between Content, Media and Advertising
  • Do Things, Tell People: How to Behave in a World of Infinite Content
  • Recombinant Culture: Talent Imitates, Genius Steals
  • Combination Tools: How to Have Ideas: a Genius Steals Process
  • Advertising for Advertising: Is the Industry Paying Attention?
  • Integrative Strategy and Social Brands: Be Nice or Leave!
  • Prospection: Planning for the Future We Want