Navigate the cluttered advertising attention marketplace with this bestselling guide that provides contemporary advertising ideas and models for marketing innovation

Bibliographische Detailangaben

1. Verfasser:	Yakob, Faris (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	London Kogan Page 2022
Ausgabe:	Second edition
Schlagworte:	Markenpolitik Electronic Commerce Werbestrategie
Zusammenfassung:	Navigate the cluttered advertising attention marketplace with this bestselling guide that provides contemporary advertising ideas and models for marketing innovation Intro -- Praise for Paid Attention 2nd Edition -- Title Page -- Copyright Page -- Contents -- List of Toolkits -- About the Author -- Thanks! -- Part One: Paid attention -- Introduction -- Media = bandwidth -- Communication is persuasion -- Attention is like water -- The rest of the book -- 01 Logocentrism -- Brands are socially constructed ideas -- How much is that brand in the window? -- Persistently irrational behaviour -- The dark side of brands -- Brandgrams -- Part Two: 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 -- Part Three: 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
Beschreibung:	xii, 227 Seiten
ISBN:	9781398602502 9781398602526