Paid Attention: Innovative Advertising for a Digital World, 2nd Edition
- Length: 240 pages
- Edition: 2
- Language: English
- Publisher: Kogan Page
- Publication Date: 2021-11-30
- ISBN-10: 1398602507
- ISBN-13: 9781398602502
- Sales Rank: #248289 (See Top 100 Books)
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.
Praise for Paid Attention 2 nd edition Paid Attention Contents List of Figures List of toolkits About the author Thanks! Paid attention Introduction 01 Logocentrism Brands are socially constructed ideas How much is that brand in the window? Persistently irrational behaviour The dark side of brands Brandgrams Attention deficit disorders 02 Uncovering hidden persuaders 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 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? An apologia for advertising 05 The spaces between 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 Attention arts and sciences 06 Do things, tell people Technology is a medium Actions at scale Acts of happiness Platforms and products 07 Recombinant culture 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 Liminal spaces Creative tenacity The planning paradox The mediation generation Post-postmodern advertising 09 Advertising for advertising Seven habits of highly effective communication Awarding creativity Trial by jury Studying cases 10 Integrative strategy and social brands 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 advertising 11 Prospection 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? 2020 Foresight 12 Everything is PR Ideas worth tweeting about Hail to the king 13 The quantity, quality, qualia and cost of attention The goldfish myth Peak attention The quality of attention The function of attention Time well spent Context, communications and the commons The true cost of attention Epilogue Books Papers Resources Index
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