Paid attention : Innovative advertising for a digital world
Faris Yakob
- London; Kogan Page, 2015.
- xv, 200p.
1: Paid Attention: How Much is it Worth?; 1: Logocentrism: What's In a Name?; 2: Attention Deficit Disorders; 2: Uncovering Hidden Persuaders: Why All Market Research is Wrong; 3: Advertising Works in Mysterious Ways: Modern Theories of Communication; 4: Is All Advertising Spam?: Communication Planning in an On Demand World; 5: The Spaces Between: The Vanishing Difference Between Content, Media and Advertising; 3: Attention Arts and Sciences; 6: Do Things, Tell People: How to Behave in a World of Infinite Content; 7: Recombinant Culture: Talent Imitates, Genius Steals; 8: Combination Tools: How to Have Ideas; 9: Advertising for Advertising: Is the Industry Paying Attention?; 10: Integrative Strategy and Social Brands: Be Nice or Leave; 11: Prospection: Planning for the Future We Want; 12: Epilogue: Talkin' About Your Generation;
"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,