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Paid Attention: Innovative Advertising for a Digital World
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.
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 of advertising.
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.
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 of advertising.
- GenresBusinessNonfiction
216 pages, Paperback
First published April 3, 2015
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Displaying 1 - 19 of 19 reviews
May 13, 2015
I liked this book for a few reasons -
1) It starts with a great historical overview of how advertising has come to be (and why you should be proud to be a part of it).
2)It goes on to provide a solid base to form your own ideas.. by doing something as "awesome" as stealing. "Imitation defaces, stealing makes something better, 'or at least something different'. The key is that something else is created, something 'new'.
3) It provides you with the tools to help you make it happen: Combination tool, Brainstorming exercises, case studies and brief templates.
4) And ends off with a brilliant epilogue to help those who are new to the industry, those maybe stuck in a rut, or the natives out there who haven't quite articulated their success into words. (A list I'll definitely be stealing for sure!)
Plus, the wide range of examples and stories also were super helpful in bringing context and understanding to some of the bigger ideas being discussed.
1) It starts with a great historical overview of how advertising has come to be (and why you should be proud to be a part of it).
2)It goes on to provide a solid base to form your own ideas.. by doing something as "awesome" as stealing. "Imitation defaces, stealing makes something better, 'or at least something different'. The key is that something else is created, something 'new'.
3) It provides you with the tools to help you make it happen: Combination tool, Brainstorming exercises, case studies and brief templates.
4) And ends off with a brilliant epilogue to help those who are new to the industry, those maybe stuck in a rut, or the natives out there who haven't quite articulated their success into words. (A list I'll definitely be stealing for sure!)
Plus, the wide range of examples and stories also were super helpful in bringing context and understanding to some of the bigger ideas being discussed.
March 27, 2016
As Faris Yakob puts, his book aspires to be a modern philosophy of advertising - a set of believes that guide behaviour. And, I think he made it. His main concept is that we live in an era of "attention economy." Attention is the scarcest resource of the 21st centrury. Digital platforms have given rise to a new kind of media consumer who rarely gives their full attention to any one channel. Rather they give "continuous partial attention" to a number of different streams- each of which aims to grab the attention to itself. The age of broadcast interruption marketing that is, basically, unsolicited and unwanted spam, is drawing down. The traditional formulation of advertising was based on buying the most attention of the largest number of the desired audience at the lowest possible cost. This model has changed: instead of payig professional media companies for attention, brands could earn attention for themselves - by content. Content is something a consumer would choose to consume, hear, share or engage with. Advertising looks to say something a brand wants to say about itself in the most appealing way to an audience. But content starts from thinking abou what the audience wants to consume and then considers how the brand can add value to that. They start from opposite ends. This si Yakob's modern philosophy of advertising, including understanding the brand as behavioural template, socially constructed reality, shared collective idea, or heuristics that take away the need to make decisions in the conxte of product parity. And, all market research based on claimed attitudes is wrong, which statement I fully subscribe.
Shelved as 'interest'
November 20, 2022Comparing my books today with those of Hamid (2022 1118 fr 15:26 cet) gave this title as no 1 of the skip list.
Searching with author name in LOC gives three editions:
https://lccn.loc.gov/2015000915 2015
https://lccn.loc.gov/2021036805 2021
https://lccn.loc.gov/2021036806 2022 ebook
https://www.koganpage.com/product/pai... publisher
-you have to register for preview of ch 1 (11-23) and sample download-
Table of contents
Section - ONE: Paid attention;
Ch 00: Introduction - Paid attention - How much is it worth?;
Ch 01: Logocentrism - What’s in a name?;
Section - TWO: Attention deficit disorders;
Ch 02: Uncovering hidden persuaders - Why all market research is wrong;
Ch 03: Advertising works in mysterious ways - Modern theories of communication;
Ch 04: Is all advertising spam? Communication planning in an on-demand world;
Ch 05: The spaces between - The vanishing difference between content, media and advertising;
Section - THREE: Attention arts and sciences;
Ch 06: Do things, tell people - How to behave in a world of infinite content;
Ch 07: Recombinant culture - Talent imitates, genius steals;
Ch 08: Combination tools - How to have ideas - A genius steals process;
Ch 09: Advertising for advertising - Is the industry paying attention?;
Ch 10: Integrative strategy and social brands - Be nice or leave!;
Ch 11: Prospection - Planning for the future we want;
Section - FOUR: 2020 Foresight;
Ch 12: Everything is PR;
Ch 13: The quantity, quality, qualia and cost of attention;
Ch 14: Epilogue - Talkin’ about your generation
author publications
https://www.worldcat.org/nl/search?q=... 12
https://www.youtube.com/channel/UCUpF... youtube
-
.
Searching with author name in LOC gives three editions:
https://lccn.loc.gov/2015000915 2015
https://lccn.loc.gov/2021036805 2021
https://lccn.loc.gov/2021036806 2022 ebook
https://www.koganpage.com/product/pai... publisher
-you have to register for preview of ch 1 (11-23) and sample download-
Table of contents
Section - ONE: Paid attention;
Ch 00: Introduction - Paid attention - How much is it worth?;
Ch 01: Logocentrism - What’s in a name?;
Section - TWO: Attention deficit disorders;
Ch 02: Uncovering hidden persuaders - Why all market research is wrong;
Ch 03: Advertising works in mysterious ways - Modern theories of communication;
Ch 04: Is all advertising spam? Communication planning in an on-demand world;
Ch 05: The spaces between - The vanishing difference between content, media and advertising;
Section - THREE: Attention arts and sciences;
Ch 06: Do things, tell people - How to behave in a world of infinite content;
Ch 07: Recombinant culture - Talent imitates, genius steals;
Ch 08: Combination tools - How to have ideas - A genius steals process;
Ch 09: Advertising for advertising - Is the industry paying attention?;
Ch 10: Integrative strategy and social brands - Be nice or leave!;
Ch 11: Prospection - Planning for the future we want;
Section - FOUR: 2020 Foresight;
Ch 12: Everything is PR;
Ch 13: The quantity, quality, qualia and cost of attention;
Ch 14: Epilogue - Talkin’ about your generation
author publications
https://www.worldcat.org/nl/search?q=... 12
https://www.youtube.com/channel/UCUpF... youtube
-
.
April 26, 2019
The world of advertising is changing. How can advertising stay relevant and get its message across to the right people? In the book, Faris highlights the changes in the industry and how brands and advertisers can keep up with them. The book starts with a brief historical overview of the advertising industry. Then, it reveals a simple technique to get noticed: do something awesome, something worth talking about. Once you've got your great idea, this book will give you all the tools to get started. Plus, the book is filled with exercises and case studies to get your ideas rolling and show you what's possible. All in all, a good read.
July 8, 2015
So I am gonna give Faris a NOT BAD on this one. Faris brought his road show to my agency a while ago so I thought I would read his book. A good majority of what he writes is stuff you should know if you are immersed in today's digital environment. There are agencies that still aren't, but most are at least trying to move past the traditional to have a more complete marketing picture by involving the digital platforms. That part is OK. What I liked more were some really interesting things that are special surprises. They made the book worth reading to me. He seriously breaks down what a brand is from its origins. That makes for fun conversations with brand people when you are in a meeting - throwing some of that out at them. Also he really gets into why people will never tell you what they will or won't do in a focus group. This is true. I believe in research but humans are not rationale and don't react rationally. We are emotional creatures who will say one thing and do another repeatedly. You have to get at it with more experimentation and intuition instead of QUESTIONS. There is some detailed writing on how that breaks out. He also gives you some nice brainstorming techniques and a couple of things you should add to your brief or replace on your brief. So all in all -- NOT BAD.
November 26, 2017
Today’s most valuable resource is attention. Advertising is the business of capturing and selling that attention.
“Dramatically increasing the number of options decreases the propensity to purchase. Decisions with lots of options cause anxiety…and a bunch of other negative responses.”
“People know they love choice, but find that they hate making decisions.”
“Brands are the most recognizable and ubiquitous cultural force operating today…Brands are reference points we use to define ourselves.”
“Dramatically increasing the number of options decreases the propensity to purchase. Decisions with lots of options cause anxiety…and a bunch of other negative responses.”
“People know they love choice, but find that they hate making decisions.”
“Brands are the most recognizable and ubiquitous cultural force operating today…Brands are reference points we use to define ourselves.”
August 19, 2020
So you are a person who is oblivious to Advertising in a Digital World?
you have no idea how the ads which pop up on your app and bug you every time you are playing a game, watching a video, or listening to a song?
You have no idea why they exist and who the hell clicks on them or who makes money out of it?
How does an ad change your perception of a thing even if you don't click on the ad or pay no attention to it?
Why the hell are some apps free when they give a service for free while they can make a few bucks by asking money from the user?
Well, this one for you.
you have no idea how the ads which pop up on your app and bug you every time you are playing a game, watching a video, or listening to a song?
You have no idea why they exist and who the hell clicks on them or who makes money out of it?
How does an ad change your perception of a thing even if you don't click on the ad or pay no attention to it?
Why the hell are some apps free when they give a service for free while they can make a few bucks by asking money from the user?
Well, this one for you.
January 29, 2022
Found this book worth reading. It is very easy to read through and most important, the info is very valuable: starting from general ideas explanations to interesting case studies to support them. Some facts are well (like attention down and info connected to it) and many things are interesting to read and reflect on. Some of them show info at a new angle worth checking.
Read
April 22, 2021A book about ideas that can be advertised.
Case analysis and thoughts on how we should solve brand problems by solving consumer problems, probably once again remembering - behavioural truths (cognitive bias), the need for imitation and value.
Case analysis and thoughts on how we should solve brand problems by solving consumer problems, probably once again remembering - behavioural truths (cognitive bias), the need for imitation and value.
June 12, 2020
The product comes first, then advertising. Good ads share success stories to be cloned by customers. Good CRM systems can help reserving customers and growing company's network
March 22, 2024
I got so much out of this book and loved every page of it until the very end.
September 1, 2015
I apologise to Faris Yakob for the lateness of this Paid Attention review. I started reading early, then grad school started. I picked it up again during the mid-year break and kicked myself for not reading it during semester. It was perfect for what I was studying. Alas, school started back, and it took this week’s storm and power outage to finish it.
Yes, the delay did impact my perception of this book, and I’m scared my review won’t give credit to such a well-researched and written book.
What’s Paid Attention About?
Putting it simply: branding and the advertising industry. Faris is a co-founder of the agency, Genius Steals and has worked with Spies&Assasins, MDC Partners, McCann Erickson NYC, and Naked Communications. An impressive resume and he uses that experience to give depth and personal anecdotes to the book.
He starts with discussing brand and its connection to communication. There’s some history, some anthropology, with some philosophy thrown in. Mixing it with case studies, Faris explains the importance of a strong brand.
As a generalist marketer with a slant towards digital, chapter five caught my attention. Yes, the marketing streams are merging, and brand is more important because of it. This chapter set the scene nicely for a discussion and honest critique of the advertising industry near the end of the book. The blurring has made it harder for advertising agencies because integrated marketing communications is effective, and specialized agencies need to evolve. It was a mature, well-presented argument for change, or maybe I’m more sensitive to it after last week’s #HootChat discussing the media industry’s unwillingness to adapt.
This is another of the books that support my views and ideas. I don’t know if that gives me bias, but Faris has used many case studies of brands and situations the reader would be familiar with. I suppose any bias can be excused.
Through Paid Attention, Faris has acted Tool Kits. These are half-page, quick reference guides to tasks like, “Six Steps to Being Social” and “”Combination Tool for Buyer Behavior”. They’re also on the publisher’s website as PDFs – very useful. I’ll be using “How to Create a Case Study” for grad school this semester.
Who is Paid Attention For?
This isn’t a book for beginners. It’s more descriptive than instructional. And before you read that as a negative, it’s not. It’s targeted, as brands and advertising should be. Those with a few years in marketing or advertising will get the most from Paid Attention.
Yes, the delay did impact my perception of this book, and I’m scared my review won’t give credit to such a well-researched and written book.
What’s Paid Attention About?
Putting it simply: branding and the advertising industry. Faris is a co-founder of the agency, Genius Steals and has worked with Spies&Assasins, MDC Partners, McCann Erickson NYC, and Naked Communications. An impressive resume and he uses that experience to give depth and personal anecdotes to the book.
He starts with discussing brand and its connection to communication. There’s some history, some anthropology, with some philosophy thrown in. Mixing it with case studies, Faris explains the importance of a strong brand.
As a generalist marketer with a slant towards digital, chapter five caught my attention. Yes, the marketing streams are merging, and brand is more important because of it. This chapter set the scene nicely for a discussion and honest critique of the advertising industry near the end of the book. The blurring has made it harder for advertising agencies because integrated marketing communications is effective, and specialized agencies need to evolve. It was a mature, well-presented argument for change, or maybe I’m more sensitive to it after last week’s #HootChat discussing the media industry’s unwillingness to adapt.
This is another of the books that support my views and ideas. I don’t know if that gives me bias, but Faris has used many case studies of brands and situations the reader would be familiar with. I suppose any bias can be excused.
Through Paid Attention, Faris has acted Tool Kits. These are half-page, quick reference guides to tasks like, “Six Steps to Being Social” and “”Combination Tool for Buyer Behavior”. They’re also on the publisher’s website as PDFs – very useful. I’ll be using “How to Create a Case Study” for grad school this semester.
Who is Paid Attention For?
This isn’t a book for beginners. It’s more descriptive than instructional. And before you read that as a negative, it’s not. It’s targeted, as brands and advertising should be. Those with a few years in marketing or advertising will get the most from Paid Attention.
June 18, 2015
The world of advertising is changing, even though it still relies upon basic, long-standing principles. It is just that advertisers are slowly getting a greater understanding of what makes us tick and, of course, they seek to utilise the latest communications technologies and methods.
As consumers and recipients of advertising we are being bombarded by more and more commercial messages in an ever-increasing multitude of ways, so perhaps we are becoming on one hand hardened and resistant to the messages whilst, on the other hand, being softened and more receptive to the messages that do break through.
This book draws upon a multidisciplinary approach, pulling elements from areas such as communications theory, neuroscience, history, culture and technology to look at how advertising can be made efficient, relevant, targeted and reactive to changes. Reading the book feels, at times, like one is sitting on an intellectual rollercoaster as you bounce between different subjects and disciplines, twisting and turning along the way with the senses being submitted to all sorts of pressure and stimuli. Yet the ride is exhilarating and you don’t feel cheated at the end of the journey: you just want more, more of the same!
It is certainly a challenging, engaging read, being something that is more thought provoking than spoon-feeding “what you need to do to achieve X”. This reader liked it and found it a pleasant way of spending a few evenings on the sofa: it easily beat the dire fare being offered by the television. As it typical of a book from this publisher, it is well laid out, clearly signposted and a mass of further reading sources are presented for the reader’s attention. Plus, of course, buoyed by excellent, engaging, focussed and considered content!
If you are interested in the world of advertising or work within it, this could be a little gem that you should strongly consider adding to your library.
Paid Attention: Innovative Advertising for a Digital World, written by Faris Yakob and published by Kogan Page. ISBN 9780749473600, 216 pages. YYYY
http://syndicate.darreningram.com/pai...
As consumers and recipients of advertising we are being bombarded by more and more commercial messages in an ever-increasing multitude of ways, so perhaps we are becoming on one hand hardened and resistant to the messages whilst, on the other hand, being softened and more receptive to the messages that do break through.
This book draws upon a multidisciplinary approach, pulling elements from areas such as communications theory, neuroscience, history, culture and technology to look at how advertising can be made efficient, relevant, targeted and reactive to changes. Reading the book feels, at times, like one is sitting on an intellectual rollercoaster as you bounce between different subjects and disciplines, twisting and turning along the way with the senses being submitted to all sorts of pressure and stimuli. Yet the ride is exhilarating and you don’t feel cheated at the end of the journey: you just want more, more of the same!
It is certainly a challenging, engaging read, being something that is more thought provoking than spoon-feeding “what you need to do to achieve X”. This reader liked it and found it a pleasant way of spending a few evenings on the sofa: it easily beat the dire fare being offered by the television. As it typical of a book from this publisher, it is well laid out, clearly signposted and a mass of further reading sources are presented for the reader’s attention. Plus, of course, buoyed by excellent, engaging, focussed and considered content!
If you are interested in the world of advertising or work within it, this could be a little gem that you should strongly consider adding to your library.
Paid Attention: Innovative Advertising for a Digital World, written by Faris Yakob and published by Kogan Page. ISBN 9780749473600, 216 pages. YYYY
http://syndicate.darreningram.com/pai...
June 22, 2015
The one thing this book needs is a great editor. There's no doubt how smart and full of insights Faris is. And he starts out on a high note, explaining to the reader how media have multiplied, fragmented and taken the audience with them. But then he doesn't dive deeper into the art and science of attention, heading into all kind of directions, talks about the future of planners, agencies and brands. He discussed many wonderful ad campaigns, discusses the sad state of research and why advertising is not dead. He's all over the place.
There are so many great nuggets of insights but they get lost in the vast amount of unfocused content. I believe this could have been a great book if there was an editor worth a dime. 3 stars because Faris has the goods but the editor was missing in action.
There are so many great nuggets of insights but they get lost in the vast amount of unfocused content. I believe this could have been a great book if there was an editor worth a dime. 3 stars because Faris has the goods but the editor was missing in action.
April 30, 2021
Fun and interesting book on advertising, and how its has totally changed in a digital world. It's funny because. last night, I heard a report about how Apple is trying to change the annoying ways that ads follow you around on the web. I like how the author talks about doing really creative things to get people to pay attention to brands in order to stay relevant. Personally I block all ads I can, using my pi-hole network name server. It's always interesting to see what the enemy is trying to do to get our attention. It was an enjoyable audiobook and an entertaining narrator.
January 2, 2017
This is a must-read book for any practitioners in the ads industry, which explains quite comprehensively the very basic principles of advertising that remains neglected and how those basics remain and are applied in the new digital world.
The book is rich in theories in different grounds, from psychology, anthropology to economics, thus providing a scientific understanding of advertising. Definitely come back to read it again someday.
The book is rich in theories in different grounds, from psychology, anthropology to economics, thus providing a scientific understanding of advertising. Definitely come back to read it again someday.
March 2, 2016
Enjoyable and really good food for thought. I was surprized at how much background research the book went through in the beginning, having seen the author speak. I expected something a bit more entertaining.
That said, the book provides some great structure for how to think about marketing in today's world. Glad I read it and have some notes for myself to bring forward to my job.
That said, the book provides some great structure for how to think about marketing in today's world. Glad I read it and have some notes for myself to bring forward to my job.
September 5, 2015
I truly enjoy to read the point of view of such an experienced professional in advertising. It's actually a very challending age we're living right now, and for most word of mouth marketers (like me) it's good to know how advertisers think these days.
Displaying 1 - 19 of 19 reviews