000			02995nam a22002537a 4500
999			_c3827 _d3827
005			20221121164649.0
008			221121b ||||| |||| 00| 0 eng d
020			_a9781398602502
082			_a659.1 _bYOK
100			_aYakob, Faris _99049
245			_aPaid attention: _b innovative advertising for a digital world
250			_a2nd
260			_bKogan Page Ltd. _aLondon _c2022
300			_axii, 227 p.
365			_aGBP _b19.99
504			_aTable of contents 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
520			_aAbout the book The advertising attention marketplace is a confusing and vast playing field where the rules have changed drastically over the last decade. Make yourself heard and win the attention of your target audience with the new edition of this ultimate guide. 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.
650			_aBranding (Marketing) _9408
650			_aAdvertising _9432
650			_aElectronic commerce _91552
650			_aInternet advertising _9431
650			_aMarketing research _9276
942			_2ddc _cBK