Paid Attention


Paid Attention: Innovative Advertising for a Digital World (Cambridge Marketing Handbooks) Paperback – April 28, 2015
by Faris Yakob (Author)

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 communication 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.

Editorial Reviews

“In the digital age and beyond, marketers can no longer buy attention. That means how we define strategy, creative ideas, media, and even the role of the consumer has to change. Faris Yakob has spent a career writing and speaking about these topics. Few thinkers better understand the challenges that confront marketers, advertisers and agencies in the years to come. Finally, we have his knowledge –captured in a clear, logical text that offers readers an understanding of the recent changes, and what we can do to prosper.”
(Edward Boches, Professor of Advertising, Boston University formerly Partner and Chief Creative Officer, Mullen)

“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)

“[A]n interesting and challenging book that allows any person in charge of marketing or advertising a business to rethink their advertising system.”
(Charles Franklin Small Biz Trends)

“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

“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)

Book Description
A guide to modern advertising ideas: what they are, where they come from and how they are evolving.

Product Details
Series: Cambridge Marketing Handbooks
Paperback: 216 pages
Publisher: Kogan Page (April 28, 2015)
Language: English
ISBN-10: 0749473606
ISBN-13: 978-0749473600
Product Dimensions: 6.1 x 0.5 x 9.2 inches
Shipping Weight: 12 ounces (View shipping rates and policies)

An excellent work – substantive, insightful, short.
By Kim Patrick Kobza on June 28, 2015
Format: Kindle Edition Verified Purchase

An excellent work with exceptional currency. In my experience, Paid Attention was substantive enough to add knowledge, insightful enough to help me “break frame”, and short enough to hold my attention. All in all well worth reading if you are a marketer, a technology executive with a business model predicated on social technology, or a media or business executive framing your corporate social strategy.

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