Paid Attention: Innovative Advertising for a Digital World (Hardback)
  • Paid Attention: Innovative Advertising for a Digital World (Hardback)

Paid Attention: Innovative Advertising for a Digital World (Hardback)

Hardback 216 Pages / Published: 03/03/2016
  • We can order this

Usually dispatched within 3 weeks

  • This item has been added to your basket
As ever, the onus is on brands to find compelling ways to earn the attention of the consumer. Yet content scarcity has given way to overload, fixed channels have dissolved into fluid networks, and audiences have become participants in consumer-driven conversations. This shift requires a new course of action for brands; it demands new marketing imperatives. Paid Attention is a guide to modern advertising ideas: what they are, why they are evolving and how to have them. Spanning communication theory, neuroscience, creativity and innovation, media history, branding and emerging technologies, it explores the strategic creation process and how to package ideas to attract the most attention in the advertising industry. Packed with real-world examples of advertising campaigns for companies including Sony, Red Bull, HP and many more, Paid Attention provides a robust model for influencing human behaviour. Referencing a wide body of theory and praxis, from behavioural economics and sociology to technology and even science fiction, Faris Yakob maps advertising onto a wider analysis of culture. Containing practical advertising and branding templates, including a new advertising planning toolkit, it is ideal for students and practitioners looking to get noticed in today's cluttered marketplace. Online resources include additional toolkits with advice, techniques and best practice on brand behaviour, new ideas and effective communication.

Publisher: Kogan Page Ltd
ISBN: 9780749479176
Number of pages: 216
Weight: 484 g
Dimensions: 242 x 164 x 18 mm

You may also be interested in...

Ogilvy on Advertising
Added to basket
Added to basket
100 Ideas that Changed Advertising
Added to basket
Mid-Century Ads
Added to basket
Commonsense Direct and Digital Marketing
Added to basket
The Adweek Copywriting Handbook
Added to basket
Hegarty on Creativity
Added to basket
How to Write a Good Advertisement
Added to basket
Get Up to Speed with Online Marketing
Added to basket
Ogilvy on Advertising in the Digital Age
Added to basket
Key Person of Influence
Added to basket

Please sign in to write a review

Your review has been submitted successfully.