Paid Attention: Innovative Advertising for a Digital World by Faris Yakob
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.
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"Paid Attention gives a comprehensive view of how the advertising industry has evolved and how new technologies and social media have affected what people demand from brands today. Faris covers philosophy, psychology, behavioural economics and social behaviours to look at how planners and creatives can ensure their work is relevant, engaging and appropriate. He covers a great deal of information in an approachable and straightforward way, with stacks of recent examples of successful advertising."--Emily Hare, Managing Editor "Contagious Magazine " "Paid Attention is a must-read for anyone struggling to understand media's changing relationship with consumers in a world being transformed by digital. Funny and provocative, and packed full of great examples, it'll get you thinking differently, whether you're an advertising professional or a media entrepreneur trying to reposition your business to take on the next generation of opportunities."--David Flynn "Chief Creative Officer, Endemol UK " "Faris Yakob, you most certainly have my attention. But, then again as one of my most valued advisors in this world of communication and creator of the LIA NEW Category, you always have always made me pay attention. What a marvellous read. Intentionally or unintentionally, you have put into perspective the way all media are converging with one another and share similar methods for success, despite which platform they come from or how content is now consumed. Brilliantly, you examine how crucial it is to distribute your work in order to achieve your goals. It is incredible how the concepts, like sharing, which were learned as toddlers in the sandbox, are now the governing rules for a fruitful, profitable campaign. I know this book will be the gold standard for understanding modern concepts about media. But then again, technology changes so quickly, that by the time you finish reading my review, this book will need to be amended in your enviable style. A MUST-read for anyone living in this world of infinite content. I really Paid Attention to every single word."--Barbara Levy "President, London International Advertising Awards " "Great ideas happen when you ask a lot of questions. If you want to ignite culture, you need to challenge conventions. Faris is one of the brightest and most curious minds in advertising, and in Paid Attention: Innovative Advertising for a Digital World, he asks questions that every advertiser and marketer should be asking themselves today about breaking through in an increasingly on-demand and attention scare world. In the process, he arrives at some revealing brand tactics and strategies that will help you create advertising people seek out not skip. Recommended reading for anyone in the advertising and marketing business." --Winston Binch, Chief Digital Officer "Deutsch LA " "Great ideas, as the book explains, are borrowed bits of other great ideas recombined in new and interesting ways. Paid Attention doesn't just explain the concept, it lives it, combining ideas from economics, psychology, philosophy, media studies, and, of course, advertising, into a coherent narrative for this particularly incoherent time. The book is well worth your attention and you're sure to find a few ideas to steal for yourself and your brand."--Noah Brier, Founder "Percolate " "Sometimes, reflecting on a broken mirror is a fascinating thing. When chaos disrupts the perception of order it can offer a fresh perspective and jarring insights. Faris brings indisputable advertising credibility to the fluid timeline of the now. The ongoing polemic of conversation in advertising and the precision and force of his thought, against an ever changing context, not only makes Paid Attention a powerful read, but a necessary one for any practitioner in marketing today and likely for years to come. I'm not usually one for grand pronouncements, but this could be the most important 'tool' I equip myself with for a very long time." --Michael Kasprow, Partner and Director of Innovation "Union Creative " "The brand communications playbook has changed little in the last century. I think it's safe to say the world we live in has changed dramatically in that time. Paid Attention is a hugely useful playbook to draw from in order to develop communications for the world today, not the world of yesterday."--Gareth Kay "Co-founder, Chapter. Former CSO, GS&P " "We don't think of it this way, but advertising is an industry with a history of its own, shaped by heroes, epiphanies, disasters and luck. It's not often analysed like other industries, but in his book, Faris has laid out a rich and intricate landscape that not only frames the state of advertising today, but the events that contributed to it, and how advertising should evolve in the face of that fast-arriving future we've heard so much about. Grab a thesaurus and get ready for a Billy Madison-esque learning montage."--Amber Finlay "Director of Communications Planning, Converse " "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 "
About Faris Yakob
Faris Yakob is the founder of Genius Steals LLC, an ideas and innovation consultancy. Previously he was Chief Innovation Officer at MDC Partners and Executive Vice President, Chief Technology Strategist at McCann Erickson. He regularly writes about brands, media, communications and technology in publications such as the Financial Times, Forbes, Advertising Age and Media Week. He is a frequent speaker at international conferences and lectures at MIT and USC. He is also a contributor to What is a 21st Century Brand?, also published by Kogan Page.
Table 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 - 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
Paid Attention: Innovative Advertising for a Digital World by Faris Yakob
Used - Very Good
Kogan Page Ltd
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