【2015新书】 Paid Attention: Innovative Advertising for a Digital World

Book 图书名称：Paid Attention: Innovative Advertising for a Digital World
Author 作者：Faris Yakob
Publisher 出版社：Kogan Page
Page 页数：216
Publishing Date 出版时间：Apr 28, 2015
Language 语言：English
Size 大小： 1 MB
Format 格式：pdf文字版
ISBN:0749473606, 9780749473600
Edition: 第1版搜索过论坛，没有该文档

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.Packed with real-world examples of campaigns from companies including Sony, Red Bull and HP, the book also contains practical advertising and branding templates and toolkits.
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 predictions.

== Table of contents ==
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