Cover Image

Paid attention : innovative advertising for a digital world /

Bibliographic Details
Main Author: Yakob, Faris
Corporate Author: ebrary, Inc
Format: eBook
Language:English
Published: Philadelphia, PA : Kogan Page, 2015.
Edition:1st Edition.
Subjects:
Advertising.
Branding (Marketing)
Electronic commerce.
Electronic books.
Online Access:Connect to the full text of this electronic book
Table of Contents:
  • Machine generated contents note: List of toolkits
  • About the author
  • Thanks! Part One Paid attention
  • Introduction: Paid attention
  • how much is it worth?
  • Media = bandwidth
  • Communication is persuasion
  • Attention is like water
  • The rest of the book
  • 01 Logocentrism: What's in a name?
  • Brands are socially constructed ideas
  • How much is that brand in the window?
  • Persistently irrational behaviour
  • The dark side of brands
  • BrandagramsPart Two Attention deficit disorders 02 Uncovering hidden persuaders: Why all market research is wrong
  • No rational messaging
  • Research as marketing
  • Customer service is marketing
  • What brand tastes like
  • Physical persuasion (nod your head)03 Advertising works in mysterious ways: Modern theories of communication
  • The moment of truth
  • Lubricants of reason
  • The paradox of choice
  • Blindness blindness and meta-cognitive errors
  • Disrupted expectations
  • Mind the curiosity gap
  • Pandemic, or viral, is a thing that happens, not a thing that is
  • The attention market
  • The importance of being awesome
  • 04 Is all advertising spam? Communication planning in an on-demand world
  • An apologia for advertising
  • 05 The spaces between: The vanishing difference between content, media and advertising
  • Media making the world
  • Lions and language and geeks
  • The medium definitely isn't the message, any more
  • The content republic
  • Cumulative advantage
  • Not content Part Three Attention arts and sciences 06 Do things, tell people: How to behave in a world of infinite content
  • Technology is a medium
  • Actions at scale
  • Acts of happiness
  • Platforms and products07 Recombinant culture: Talent imitates, genius steals
  • Ideas are new combinations
  • Great artists steal
  • Same same but different
  • People will pay more for something people have paid attention to
  • Modern postmodernism
  • 08 Combination tools: How to have ideas: a genius steals process
  • Liminal spaces
  • Creative tenacity
  • The planning paradox
  • The mediation generation
  • Post-postmodern advertising09 Advertising for advertising: Is the industry paying attention?
  • Seven habits of highly effective communication
  • Awarding creativity
  • Trial by jury
  • Studying cases
  • 10 Integrative strategy and social brands: Be nice or leave!
  • What do advertising agencies actually do?
  • What strategy is and is not
  • Planning for the future
  • The socialization of media
  • Be nice or leave
  • Emerging cultural practices
  • Social graces
  • Cultural latency
  • Ghostwriting for brands
  • Are you engaged?
  • Back to the future of planning advertising11 Prospection: Planning for the future we want
  • Ideas versus utterances
  • Low latency communication
  • Social TV
  • Reverse the polarity
  • Why?
  • Beyond the tweet
  • New principles of planning
  • A new planning toolkit
  • Marketing as social experiment
  • Where do you want to go?
  • Epilogue: Talkin' about your generationReferences
  • Further reading
  • Index .