Actions for Paid attention : innovative advertising for a digital world
Paid attention : innovative advertising for a digital world / Faris Yakob
- Author
- Yakob, Faris
- Published
- London ; Philadelphia ; New Delhi : Kogan Page, 2015.
- Physical Description
- xv, 200 pages ; 24 cm
- Contents
- Machine generated contents note: List of toolkits -- About the author -- Thanks! Part One Paid attention -- Introduction: Paid attention -- how much is it worth? -- Media = bandwidth -- Communication is persuasion -- Attention is like water -- The rest of the book -- 01 Logocentrism: What's in a name? -- Brands are socially constructed ideas -- How much is that brand in the window? -- Persistently irrational behaviour -- The dark side of brands -- BrandagramsPart Two Attention deficit disorders 02 Uncovering hidden persuaders: Why all market research is wrong -- No rational messaging -- Research as marketing -- Customer service is marketing -- What brand tastes like -- Physical persuasion (nod your head)03 Advertising works in mysterious ways: Modern theories of communication -- The moment of truth -- Lubricants of reason -- The paradox of choice -- Blindness blindness and meta-cognitive errors -- Disrupted expectations -- Mind the curiosity gap -- Pandemic, or viral, is a thing that happens, not a thing that is -- The attention market -- The importance of being awesome -- 04 Is all advertising spam? Communication planning in an on-demand world -- An apologia for advertising -- 05 The spaces between: The vanishing difference between content, media and advertising -- Media making the world -- Lions and language and geeks -- The medium definitely isn't the message, any more -- The content republic -- Cumulative advantage -- Not content Part Three Attention arts and sciences 06 Do things, tell people: How to behave in a world of infinite content -- Technology is a medium -- Actions at scale -- Acts of happiness -- Platforms and products07 Recombinant culture: Talent imitates, genius steals -- Ideas are new combinations -- Great artists steal -- Same same but different -- People will pay more for something people have paid attention to -- Modern postmodernism -- 08 Combination tools: How to have ideas: a genius steals process -- Liminal spaces -- Creative tenacity -- The planning paradox -- The mediation generation -- Post-postmodern advertising09 Advertising for advertising: Is the industry paying attention? -- Seven habits of highly effective communication -- Awarding creativity -- Trial by jury -- Studying cases -- 10 Integrative strategy and social brands: Be nice or leave! -- What do advertising agencies actually do? -- What strategy is and is not -- Planning for the future -- The socialization of media -- Be nice or leave -- Emerging cultural practices -- Social graces -- Cultural latency -- Ghostwriting for brands -- Are you engaged? -- Back to the future of planning advertising11 Prospection: Planning for the future we want -- Ideas versus utterances -- Low latency communication -- Social TV -- Reverse the polarity -- Why? -- Beyond the tweet -- New principles of planning -- A new planning toolkit -- Marketing as social experiment -- Where do you want to go? -- Epilogue: Talkin' about your generationReferences -- Further reading -- Index .
- Summary
- "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. "--
"Spanning communication theory, neuroscience, creativity and innovation, media history, branding and emerging technologies, Paid Attention explores how ideas move people and how advertising can and should change in response to changes in the communications landscape. A modern model for how brands operate and innovate in the evolving market for ideas, it contains both beliefs that can guide behaviour and practical tools and examples to help account planners and strategists in their jobs and careers. Paid Attention provides a framework for brands and market research based on the emerging context of behavioural economics. It references a wide body of theory and praxis, from neuroscience, advertising research, behavioural economics, psychology, sociology, technology and even science fiction. Mapping advertising to a wider analysis of culture, it appeals to media scholars and anyone interested in today's media-saturated culture"-- - Subject(s)
- ISBN
- 9780749473600 paperback
0749473606 paperback - Bibliography Note
- Includes bibliographical references and index.
- Source of Acquisition
- Purchased with funds from the Thomas M. Smith Libraries Collection Endowment for the Business Library; 2014
- Endowment Note
- Thomas M. Smith Libraries Collection Endowment for the Business Library
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