Paid Attention: Innovative Advertising for a Digital World
| Author | : | |
| Rating | : | 4.28 (536 Votes) |
| Asin | : | 0749473606 |
| Format Type | : | paperback |
| Number of Pages | : | 216 Pages |
| Publish Date | : | 2013-07-28 |
| Language | : | English |
DESCRIPTION:
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.Packed with real-world examples of campaigns from companies including Sony, Red Bull and HP, the book also contains practical advertising and branding templates and toolkits.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 predictions.
An excellent work - substantive, insightful, short. Kim Patrick Kobza An excellent work with exceptional currency. In my experience, Paid Attention was substantive enough to add knowledge, insightful enough to help me "break frame", and short enough to hold my attention. All in all well worth reading if you are a marketer, a technology executive with a business model predicated on social technology, or a media or business executive framing your corporate social strategy.. Fundamental read to keep evolving David Moreno I just finished reading this book and I have to say: Thank you Yakob! It is very hard to find books that combine theory, personal experience and case studies in a way that you actually learn from. Plus, the storytelling of the book is great and easy to follow. It has a bonus, it give you real tools that can actually help you in your everyday work. If you are in advertising/marketing you have to read this.. "Genius in a box" according to Jason Keath. Faris is a genius. Read this book if you want to understand the soul of marketing and advertising. It's not just about campaigns and ads and social media. Faris elevates the conversation to the fundamentals of grabbing human attention, and the history of the industries that attempt this every day. His wit, intelligence, and thoroughly researched concepts will give you a strong foundation from which to build a business and brand.
Faris takes us on a journey through communications theory, neuroscience, and the history of media, and leaves us with practical and actionable ideas on how to do better work. "This fantastic book will challenge how you think and view the world – it also happens to be incredibly useful for anyone who wants to understand the current and future direction of advertising. An absolute must-read!"