Paid Attention: Innovative Advertising for a Digital World

Paid Attention: Innovative Advertising for a Digital World

by Faris Yakob


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Paid Attention: Innovative Advertising for a Digital World by Faris Yakob

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.

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 of advertising.  

Product Details

ISBN-13: 9780749473600
Publisher: Kogan Page, Ltd
Publication date: 04/28/2015
Pages: 216
Product dimensions: 6.10(w) x 9.10(h) x 0.60(d)

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 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 lectures at MIT and USC.

Table of Contents

Introduction: Paid attention
Chapter 1: Logocentrism: what’s in a name?
Chapter 2: Uncovering hidden persuaders: why all market research is wrong
Chapter 3: Advertising works in mysterious ways: modern theories of communication
Chapter 4: Is all advertising spam? The vanishing difference between content, media and advertising
Chapter 5: Genius steals: what ideas are and how to have them
Chapter 6: Advertising awarded: is the industry paying attention?
Chapter 7: Prospection: planning a future of advertising

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