Paid Attention: Innovative Advertising for a Digital World pdf
eBook By Faris Yakob / DMCA

Paid Attention: Innovative Advertising For A Digital World

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 comm...

Hardcover: 216 pages
Publisher: Kogan Page; Re-issue edition (March 28, 2016)
Language: English
ISBN-10: 9780749479176
ISBN-13: 978-0749479176
ASIN: 0749479175
Product Dimensions: 6 x 0.6 x 9 inches
Amazon Rank: 1377540
Format: PDF ePub TXT ebook

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“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 ...”

nication 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.