Paid Attention

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. "What Faris does a great job at is walking the reader through the recent past to the now in advertising, punctuated by case studies that help add color along with good footnotes. It is the evolution of tools at our disposal that have really changed the way we communicate, and to a degree, what we communicate."--Jane Goldman "Adland.tv "PART - ONE: Paid attention; Chapter - 01: Logocentrism: What's in a name?; PART - 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; PART - 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