000			07005cam a2200613 i 4500
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008			150130s2015 paua b 001 0 eng
010			_a 2015000915
040			_aDLC _beng _erda _cDLC _dYDX _dBTCTA _dYDXCP _dBDX _dOCLCF _dCDX _dFXG _dCGP _dKL8 _dOCLCQ _dANG _dOKN _dWRF _dSFR
019			_a908990475
020			_a9780749473600 _q(paperback)
020			_a0749473606 _q(paperback)
035			_a(OCoLC)893452853 _z(OCoLC)908990475
037			_bKogan Page Ltd, C/O Ingram Pub Services 1 Ingram Blvd, LA Vergne, TN, USA, 37086 _nSAN 631-8630
042			_apcc
050	0	0	_aHF5823 _b.Y335 2015
082	0	0	_a659.1 _223
084			_aBUS002000 _aBUS043000 _aBUS090010 _aBUS007000 _2bisacsh
100	1		_aYakob, Faris.
245	1	0	_aPaid attention : _binnovative advertising for a digital world / _cFaris Yakob.
250			_a1st edition.
264		1	_aPhiladelphia, PA : _bKogan Page, _c2015.
300			_axv, 200 pages : _billustrations ; _c24 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references (pages 172-194) and index.
520			_a"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. 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 of advertising."-- _cProvided by publisher.
520			_a"Spanning communication theory, neuroscience, creativity and innovation, media history, branding and emerging technologies, Paid Attention explores how ideas move people and how advertising can and should change in response to changes in the communications landscape. A modern model for how brands operate and innovate in the evolving market for ideas, it contains both beliefs that can guide behaviour and practical tools and examples to help account planners and strategists in their jobs and careers. Paid Attention provides a framework for brands and market research based on the emerging context of behavioural economics. It references a wide body of theory and praxis, from neuroscience, advertising research, behavioural economics, psychology, sociology, technology and even science fiction. Mapping advertising to a wider analysis of culture, it appeals to media scholars and anyone interested in today's media-saturated culture"-- _cProvided by publisher.
505	0		_apt. 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 -- 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 -- Brandgrams -- pt. two. Attention deficit disorders. 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) -- 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 -- Is all advertising spam? Communication planning in an on-demand world -- An apologia for advertising -- 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 -- pt. three. Attention arts and sciences -- 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 products -- 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 -- Combination tools : how to have ideas : a genius steals process -- Liminal spaces --
505	8		_aCreative tenacity -- The planning paradox -- The mediation generation -- Post-postmodern advertising -- Advertising for advertising : is the industry paying attention? -- Seven habits of highly effective communication -- Awarding creativity -- Trial by jury -- Studying cases -- 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 advertising -- 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 generation.
650		0	_aAdvertising.
650		0	_aBranding (Marketing)
650		0	_aElectronic commerce.
650		7	_aBUSINESS & ECONOMICS _xAdvertising & Promotion. _2bisacsh
650		7	_aBUSINESS & ECONOMICS _xMarketing _xGeneral. _2bisacsh
650		7	_aBUSINESS & ECONOMICS _xE-Commerce _xInternet Marketing. _2bisacsh
650		7	_aBUSINESS & ECONOMICS _xBusiness Communication _xGeneral. _2bisacsh
650		7	_aAdvertising. _2fast _0(OCoLC)fst00797511
650		7	_aBranding (Marketing) _2fast _0(OCoLC)fst01743755
650		7	_aElectronic commerce. _2fast _0(OCoLC)fst00906906
938			_aBrodart _bBROD _n111217253
938			_aBaker and Taylor _bBTCP _nBK0015845954
938			_aCoutts Information Services _bCOUT _n29894287
938			_aYBP Library Services _bYANK _n12121619
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029	1		_aNZ1 _b16021247
942			_cBOOK
994			_aZ0 _bSUPMU
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