Paid Attention: Innovative Advertising for a Digital World

ISBN-13: 9781398602502 / Angielski / Miękka / 2021 / 240 str.

Faris Yakob

Opis

Navigate the cluttered advertising attention marketplace with this bestselling guide that provides contemporary advertising ideas and models for marketing innovation.

Recenzje

"A must read for anyone in the communications industry." Lisa Batty, Head of Brand Strategy & Planning at TikTok

Spis treści

• 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

O autorze

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.