- Offers models for advertising innovation to gain commercial stability in an evolving media landscape along with innovative ideas to influence purchasing behavior
- Includes practical toolkits as well as real-world examples of advertising campaigns, including companies such as Google, Old Spice and Sony
- New to this edition: brand new chapters exploring advances in attention spans and new trends in online advertising, as well as new case studies on compelling brand ideas
- Online resources: additional toolkits focusing on brand behaviour and exercises on how to create case studies, and how to have ideas
Paid Attention
Innovative Advertising for a Digital World
Navigate the cluttered advertising attention marketplace with this bestselling guide that provides contemporary advertising ideas and models for marketing innovation.
Key features at a glance
EAN: 9781398602502
Edition: 2
Published:
Format: 235x156
240 pages
About the book
The advertising attention marketplace is a confusing and vast playing field where the rules have changed drastically over the last decade. Make yourself heard and win the attention of your target audience with the new edition of this ultimate guide.
Paid Attention delivers new and innovative insights into advertising ideas: what they are, why they are evolving and how to use them in day to day strategy to ensure commercial stability within a changing digital landscape. Packed with real-world examples of advertising campaigns such as Google, Sony and Old Spice, it provides a robust model for influencing human behaviour and toolkits that offer best practice on brand behaviour and effective communication.
This second edition includes two new chapters exploring the latest evidence about attention spans and trends in online advertising, as well as new case studies on compelling brand ideas. In a world where being a consumer is confusing, learn to take control of the situation and make yourself heard in today's crowded attention marketplace.
About the authors
Faris Yakob, Based in New York City, New York, is co-founder of Genius Steals LLC, an ideas and innovation consultancy and of The School of Stolen Genius, an online learning community for marketers and creative thinkers. He is former Chief Innovation Officer at MDC Partners, EVP & Chief Technology Strategist at McCann Erickson, plus Global Digital Strategy & Creative Director at Native Communications. Yakob is a prominent international speaker, guest lecturer for a number of universities and has written for publications including the Financial Times, Forbes, Advertising Age and Media Week.
A must read for anyone in the communications industry.
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