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.
Faris Yakob, Based in New York City, New York, is co-founder of Genius Steals LLC, an ideas and innovation consultancy and of The School of Stolen Genius, an online learning community for marketers and creative thinkers. He is former Chief Innovation Officer at MDC Partners, EVP & Chief Technology Strategist at McCann Erickson, plus Global Digital Strategy & Creative Director at Native Communications. Yakob is a prominent international speaker, guest lecturer for a number of universities and has written for publications including the Financial Times, Forbes, Advertising Age and Media Week.
Inhaltsangabe
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;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; 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;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
Rezensionen
"A must read for anyone in the communications industry." Lisa Batty, Head of Brand Strategy & Planning at TikTok
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