Navigate the cluttered advertising attention marketplace with this bestselling guide that provides contemporary advertising ideas and models for marketing innovation.
Navigate the cluttered advertising attention marketplace with this bestselling guide that provides contemporary advertising ideas and models for marketing innovation.
Section ONE: Paid attention; Chapter 00: Introduction Paid attention How much is it worth?; Chapter 01: Logocentrism What's in a name?; Section TWO: Attention deficit disorders; Chapter 02: Uncovering hidden persuaders Why all market research is wrong; Chapter 03: Advertising works in mysterious ways Modern theories of communication; Chapter 04: Is all advertising spam? Communication planning in an on demand world; Chapter 05: The spaces between The vanishing difference between content, media and advertising; Section THREE: Attention arts and sciences; Chapter 06: Do things, tell people How to behave in a world of infinite content; Chapter 07: Recombinant culture Talent imitates, genius steals; Chapter 08: Combination tools How to have ideas A genius steals process; Chapter 09: Advertising for advertising Is the industry paying attention?; Chapter 10: Integrative strategy and social brands Be nice or leave!; Chapter 11: Prospection Planning for the future we want; Section FOUR: 2020 Foresight; Chapter 12: Everything is PR; Chapter 13: The quantity, quality, qualia and cost of attention; Chapter 14: Epilogue Talkin' about your generation
Section - ONE: Paid attention;
Chapter - 00: Introduction - Paid attention - How much is it worth?;
Chapter - 01: Logocentrism - What's in a name?;
Section - TWO: Attention deficit disorders;
Chapter - 02: Uncovering hidden persuaders - Why all market research is wrong;
Chapter - 03: Advertising works in mysterious ways - Modern theories of communication;
Chapter - 04: Is all advertising spam? Communication planning in an on-demand world;
Chapter - 05: The spaces between - The vanishing difference between content, media and advertising;
Section - THREE: Attention arts and sciences;
Chapter - 06: Do things, tell people - How to behave in a world of infinite content;
Section ONE: Paid attention; Chapter 00: Introduction Paid attention How much is it worth?; Chapter 01: Logocentrism What's in a name?; Section TWO: Attention deficit disorders; Chapter 02: Uncovering hidden persuaders Why all market research is wrong; Chapter 03: Advertising works in mysterious ways Modern theories of communication; Chapter 04: Is all advertising spam? Communication planning in an on demand world; Chapter 05: The spaces between The vanishing difference between content, media and advertising; Section THREE: Attention arts and sciences; Chapter 06: Do things, tell people How to behave in a world of infinite content; Chapter 07: Recombinant culture Talent imitates, genius steals; Chapter 08: Combination tools How to have ideas A genius steals process; Chapter 09: Advertising for advertising Is the industry paying attention?; Chapter 10: Integrative strategy and social brands Be nice or leave!; Chapter 11: Prospection Planning for the future we want; Section FOUR: 2020 Foresight; Chapter 12: Everything is PR; Chapter 13: The quantity, quality, qualia and cost of attention; Chapter 14: Epilogue Talkin' about your generation
Section - ONE: Paid attention;
Chapter - 00: Introduction - Paid attention - How much is it worth?;
Chapter - 01: Logocentrism - What's in a name?;
Section - TWO: Attention deficit disorders;
Chapter - 02: Uncovering hidden persuaders - Why all market research is wrong;
Chapter - 03: Advertising works in mysterious ways - Modern theories of communication;
Chapter - 04: Is all advertising spam? Communication planning in an on-demand world;
Chapter - 05: The spaces between - The vanishing difference between content, media and advertising;
Section - THREE: Attention arts and sciences;
Chapter - 06: Do things, tell people - How to behave in a world of infinite content;
