PAID ATTENTION: INNOVATIVE ADVERTISING FOR A DIGITAL WORLD
Book ID/图书代码： 07682015B77982
English Summary/英文概要： As ever, the onus is on brands to find compelling ways to earn the attention of the consumer. Yet content scarcity has given way to overload, fixed channels have dissolved into fluid networks, and audiences have become participants in consumer-driven conversations. This shift requires a new course of action for brands; it demands new marketing imperatives. Paid Attention is a guide to modern advertising ideas: what they are, why they are evolving and how to have them. Spanning communication theory, neuroscience, creativity and innovation, media history, branding and emerging technologies, it explores the strategic creation process and how to package ideas to attract the most attention in the advertising industry.
Packed with real-world examples of advertising campaigns for companies including Sony, Red Bull, HP and many more, Paid Attention provides a robust model for influencing human behaviour. Referencing a wide body of theory and praxis, from behavioural economics and sociology to technology and even science fiction, Faris Yakob maps advertising onto a wider analysis of culture. Containing practical advertising and branding templates, including a new advertising planning toolkit, it is ideal for students and practitioners looking to get noticed in today’s cluttered marketplace.
Chinese Summary/中文概要： 像以往一样，品牌的责任是用引人注目的方式来赚取消费者的注意。但是，内容匮乏给超载让道，固定信道已被融入流体网络，观众则成为了消费驱动对话的参与者。这种改变需要品牌采取新的行动；它需要新的市场规则。《受关注》是对现代广告创意的指南；广告创意是什么？为什么它们会演变？以及如何拥有广告创意？。涉及通信理论，神经科学，创造力和创新力，媒体历史，品牌塑造和新兴技术他探索了策略创造过程和如何将创意打包在广告业里最大限度的吸引人们的注意。
本书举了许多现实世界广告活动的例子，以许多公司为例，比如索尼，红牛，惠普，及其他，《受关注》为影响人类行为树立了强壮的榜样。本书参考了大量的理论和实际，从行为经济学和社会学到科学技术甚至到科幻电影，雅各布地图广告，进行了更广的文化分析。包含了广告实操和品牌塑造模版，包括一套新的广告设计工具，该工具是学生和那些想在如今这混乱的市场上引起注意的从业者的理想之选。（YYW）
Awards/获奖情况：有没有坐过云霄飞车？它们也试图吸引你的注意。慢慢地开到至高点，让你看到很棒的风景，一下子，下来，快速，好玩。看法瑞斯的书就像是在坐云霄飞车—想法一个接一个，书里的每一个点都能吸引住我。充满了理论和论据，让我们衡量和思考，这是年度广告/通信/创意之书。”（亚当•费列尔，Cummins & Partners的首席战略官，2014-11-24）Ever been on a roller coaster? They tend to hold your attention well. Slowly scaling great heights, then wonderful views, sharp unexpected turns, fast paced, and great fun. Faris’s book is a roller coaster of a book - full of ideas on ideas, it held my attention at every turn. Packed full of theories and evidence to weigh and consider, this is the advertising/communications/ideas book of the year." (Adam Ferrier, Chief Strategy Officer, Cummins & Partners 2014-11-24)
About the Author/作者介绍： 法瑞斯•雅各布是Genius Steals有限公司，一家创意创新咨询公司的奠基者，他曾是MDC合营广告控股有限公司的首席创新官和麦肯广告公司的 执行副董事长，首席技术策略师。他定期为刊物《经济时报》《福布斯》《广告时代》《媒体周刊》等写关于品牌，媒体，通讯技术的文章。他常去麻省理工大学和美国南加州大学国际研讨会做讲座。他的《什么是21世纪品牌》的作者，在Kogan Page 上也发表过。Faris Yakob is the founder of Genius Steals LLC, an ideas and innovation consultancy. Previously he was Chief Innovation Officer at MDC Partners and Executive Vice President, Chief Technology Strategist at McCann Erickson. He regularly writes about brands, media, communications and technology in publications such as the Financial Times, Forbes, Advertising Age and Media Week. He is a frequent speaker at international conferences and lectures at MIT and USC. He is also a contributor to What is a 21st Century Brand?, also published by Kogan Page.
Format:电子手稿
Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE
Complex/Traditional Chinese/繁体中文：AVAILABLE
Sales in other countries/其他国家销售情况：English
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