Tag Archives: Paid Attention: Innovative Advertising for a Digital World (by Faris Yakob)

Paid Attention: Innovative Advertising for a Digital World (by Faris Yakob)


Author(s): Faris Yakob

Publisher: Kogan Page
Publish date: 2015-04-28
ISBN-10: 0749473606
ISBN-13: 9780749473600
Language: English
Description:
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… more…

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