Paid Attention: Innovative Advertising for a Digital World, Second Edition

  • 4h 7m
  • Faris Yakob
  • Kogan Page
  • 2021

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.

In this Book

  • Introduction—Paid Attention – How Much is it Worth?
  • 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
  • Everything is PR
  • The Quantity, Quality, Qualia and Cost of Attention
  • Epilogue—Talkin’ about Your Generation
  • References
  • Further Reading
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