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Faris Yakob
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Paid Attention (Cambridge Marketing Handbooks) MP3 CD – MP3 Audio, March 20, 2018

by Faris Yakob (Author), Matthew Lloyd Davies (Reader)
4.5 4.5 out of 5 stars 96 ratings
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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.

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  1. Language
    English
  2. Publisher
    Brilliance Audio
  3. Publication date
    March 20, 2018
  4. Dimensions
    6.75 x 5.5 x 0.5 inches
  5. ISBN-10
    1543639135
  6. ISBN-13
    978-1543639131
  7. See all details
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Product details

  • Publisher ‏ : ‎ Brilliance Audio; Unabridged edition (March 20, 2018)
  • Language ‏ : ‎ English
  • ISBN-10 ‏ : ‎ 1543639135
  • ISBN-13 ‏ : ‎ 978-1543639131
  • Item Weight ‏ : ‎ 2.46 ounces
  • Dimensions ‏ : ‎ 6.75 x 5.5 x 0.5 inches
  • Customer Reviews:
    4.5 4.5 out of 5 stars 96 ratings

About the author

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Faris Yakob

Faris Yakob

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Hello! I'm Faris. I'm looking for the awesome.

I'm the co-founder of Genius Steals, an itinerant innovation and strategy consultancy. My wife and I are partners, and we live on the road, bouncing from project to project and traveling in between.

Before that we spent 5 years in New York City, where I founded a digital agency, was Chief Digital Officer of the flagship office of the world's largest advertising agency, Chief Innovation Officer of a holding company, and was a mostly legal alien.

I've won and judged numerous advertising awards, including chairing the Integrated jury for the Clios and creating the NEW category for the London International Awards, to celebrate work that moves the industry forward.

I write about media, brands, advertising, technology, culture and that for a variety of publications including Fast Company, Forbes, Financial Times, Campaign, Digiday, and many journals that have AD in their title, including my monthly column in Admap and for the Marketing Society.

I am lucky enough to be invited to speak about this stuff all over the world, which is one of the reasons we live as technomads.

I consulted on, and briefly featured in, The Greatest Movie Ever Sold, by Morgan Spurlock.

Get in touch, I like hearing from nice people. I hope you have a great day.

Customer reviews

4.5 out of 5 stars
4.5 out of 5
96 global ratings

Top reviews from the United States

David Moreno
5.0 out of 5 stars Fundamental read to keep evolving
Reviewed in the United States on February 23, 2016
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I just finished reading this book and I have to say: Thank you Yakob! It is very hard to find books that combine theory, personal experience and case studies in a way that you actually learn from. Plus, the storytelling of the book is great and easy to follow. It has a bonus, it give you real tools that can actually help you in your everyday work. If you are in advertising/marketing you have to read this.
One person found this helpful
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Catarina Gardete Correia
4.0 out of 5 stars Four Stars
Reviewed in the United States on May 27, 2015
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A good book on the subject. Needs some review for next editions because of some typing erros
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Kim Patrick Kobza
5.0 out of 5 stars An excellent work - substantive, insightful, short.
Reviewed in the United States on June 28, 2015
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An excellent work with exceptional currency. In my experience, Paid Attention was substantive enough to add knowledge, insightful enough to help me "break frame", and short enough to hold my attention. All in all well worth reading if you are a marketer, a technology executive with a business model predicated on social technology, or a media or business executive framing your corporate social strategy.
3 people found this helpful
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blue argon
5.0 out of 5 stars Genius in a box
Reviewed in the United States on August 16, 2015
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Faris is a genius. Read this book if you want to understand the soul of marketing and advertising. It's not just about campaigns and ads and social media. Faris elevates the conversation to the fundamentals of grabbing human attention, and the history of the industries that attempt this every day. His wit, intelligence, and thoroughly researched concepts will give you a strong foundation from which to build a business and brand.
2 people found this helpful
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David Wineberg
3.0 out of 5 stars Entertaining but unfocused
Reviewed in the United States on April 17, 2015
Faris Yakob starts off as you would hope for a book called Paid Attention, explaining that it is no longer possible to purchase the magazine, program or time slot to have your entire target audience seeing and/or hearing your message. Media have multiplied, fragmented and taken the audience with them.

But then he walks away from the argument. He gets on his horse and rides madly off in all directions. There are lots of references to studies, psychological, biological and case. There’s lots of name dropping. But he doesn’t examine the state of paid attention. The last third of the book is about working in ad agencies: what do ad agencies do, the importance of advertising awards, how creativity works and how it should be broken out. The exalted act of stealing. The evolving role of the planner.

He cites all kinds of wonderfully creative marketing campaigns which were considered successful, but as in medicine, the operation might have been a success, but the patient died (New products have an 80% failure rate). There’s a lot of evidence Yakob reads widely, fiction and non. But then, he cites the dubious authority of Jonah Lehrer, a totally discredited author/researcher. Twice.

Yakob can be refreshingly truthful, calling market research wrong and the traditional purchase funnel “explanatory fiction”. All the brainscanning advertisers pay for only proves we don’t know how or when decisions are made to purchase their products. Forget about why. Dictating when and where content will be encountered is impossible for much of an on-demand world, he says. “Calling people consumers tricks you into thinking they spend their whole lives buying stuff, or thinking about buying stuff. But they really are not that interested.”

Which brings me to his focus on brands. By limiting brands to consumables purchases, he (and every other writer I’ve seen on this topic) leaves out all other kinds of brands. Not all brands imply something to buy and not all “relationships” are commercial. You don’t have to have a “relationship” with a brand – the holy grail of ad agencies in the social media era. FBI conjures an unmistakable response in everyone. So does Red Cross. The Salvation Army. Mount Everest. Uncle Sam. Smokey The Bear. They do not speak to product value or aspects or functionality, luxury or low end, customer service or lifetime guarantees. Or style, innovation or class. They don’t advertise on the Super Bowl, Yakob’s favorite wellspring of examples. But they are extremely strong brands. And we can learn from them, if someone would bother.

From this book, I imagine Faris Yakob to be highly intelligent and insightful. It might be fascinating to see him apply himself totally to a single thesis and dig deep. This little book does not show that effort.

David Wineberg
20 people found this helpful
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Maria Alejandra Rodriguez
5.0 out of 5 stars Excellent book!
Reviewed in the United States on May 15, 2022
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For all of us who are involved in the marketing world this book es perfect.
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ServantofGod
4.0 out of 5 stars A captivating and educating read on advertising in general
Reviewed in the United States on February 24, 2017
Thanks to the author for such a well versed book that offers much info and insight intriguingly about advertising in general. Yet, relatively little had been written on how to make advertising innovative, nor make the most out of new/online media. May not satisfy the professionals well, but definitely good for anyone who read for fun.

p.s. Below please find some favorite passages of mine for your reference.
The most over-asked question by five year olds is the most under asked questions by adults – Why? – Dave Birss
The word advertising is derived from the Latin advetere, which means to draw attention to something (literally, to turn towards). Pg4
All media, in totality, can be understood as the world’s total available bandwidth. Pg4
Content became digital and ubiquitous and this led to the idea of an attention economy. Content is now abundant but the human attention that can be allocated to it is finite. Pg5
This attention economy is not the intention economy beloved by vendors, who grab consumers’ attention in order to sell them something. Rather, attention here has its own intrinsic, non-monetizable value. The attention economy is one in which people spend their personal time attracting others’ attention, whether by designing creative avatars, posting pithy comments, or accumulating “likes” for their cat photos. And that means less attention for the advertisers who are paying for it. – Esther Dyson pg5
Effecting change is an inherent function of all communication, because communication is persuasion. Who (says) What (to) Whom (in) What Channel (with) What Effect. Pg6
Humans have an inbuilt desire to spread their own ideas. There are compelling anthropological reasons for this. We pass on our ideas in order to create people whose minds think like ours, because this delivers an evolutionary advantage; there is safety in numbers. Pg7
A brand is simply a collection of perceptions in the mind of the consumer. – Paul Feldwick pg17
When musician Dave Carroll’s Taylor guitar was damaged in transit on United Airlines, he attempted to deal with the matter using standard customer service channels. He says that after nine months of fruitless negotiations, he decided to write a song about it. The song United Breaks Guitars has had more than 12 million views on YouTube,….Finally United’s MD of Customer Solution telephoned Carroll to apologize and ask if the carrier could use the video internally for training. Pg36
Individuals want an easy life – humans are like electricity, following the path of least resistance. Working in a call center for the minimum wage doenst tend to make people especially invested in the brand they represent, so they palm off customers, get rid of them, drop the call. In fact, many call centers offer bonuses on call volume, so it is actually going to cost an operator money to keep talking about this problem that they haven’t been empowered to solve. Pg37
If you don’t trust your employees to tweet freely, it’s an employee or leadership issue, not an employee Twitter policy issue. – Tony Hsieh pg37
The whole premise of the site is that everything is more valuable when you have context about what your friends are doing. That’s true for ads as well. An advertiser can produce the best creative ad in the world, but knowing your friends really love drinking Coke is the best endorsement for Coke you can possibly get. – Mark Zuckerberg Pg38
It is not emotion or reason, but always both. Fooled by Randomness by Nassim Taleb is an exploration of the huge, underappreciated role of randomness in life. Taleb looks to understand the stochastic limits of epistemology. His core thesis is that we think we know how things work, because our brains like cause and effect so we apply a deterministic model to observation. This leads us to make mistakes and leaves us open to being “blown up” (trader lingo for losing beyond what you believed possible) by very rare events of huge magnitude. Taleb dismisses classical economics as pointless due to its reliance on the increasingly hollow rational man construct. Unfortunately, we are intellectually wed to binary oppositions, so once we realize that emotions had a role in decision making, an opposition was established between rational and emotional persuasion in communication…..Thanks to people such as Phineas Gage, who have had accidents that damaged their amygdalae – the almond-shaped groups of brain nuclei involved in emotional reactions – we know this simply isn’t true. When people lose access to their emotions, they are no longer capable of making decisions. We like to think of ourselves as rational beings, but without the heuristics of emotion to help us, we would never be able to decide anything. Pg46-7
To truly see, we must pay attention. Pg51
There is a famous and probably apocryphal story of a Toyota executive who asked his teams to brainstorm “ways to increase their productivity”. This proved unfruitful, until he rephrased it as “ways to make your job easier”, which led to many, many suggestions. Pg117
We tend to overestimate the effect of technology in the short run and underestimate the effect in the long run. – Amara’s Law pg137
2 people found this helpful
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omar carrion
5.0 out of 5 stars Solid and simple vision on how the ad industry is adapting to a new reality.
Reviewed in the United States on September 10, 2020
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Probably the best text that I read over the past 5 years about advertising and digital. Simple and clear, and very transparent on how our industry and agency model should adapt - or reinterpret- their core business.
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Ron Immink
5.0 out of 5 stars The attention war is waging
Reviewed in the United Kingdom on May 15, 2017
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Through my blog about “Attention Merchants", I came in contact with Faris Yakob. A cool dude with a background in advertising. A bit of a thinker too.

Paid attention, innovative advertising for a digital world

He wrote a cracking book called “Paid attention, innovative advertising for a digital world”. It has everything. How can you not like a book that quotes from Douglas Adams, Neil Stephenson, Shirky, Peters, Klein, Gladwell, Pine, the Simpsons, the Heath brother, Godin, Toffler and many others?

Attention economy

I have heard the phrase “attention economy” a few times now in the last few weeks. The spend on advertising (the word advertising is derived from the Latin “advetere", which means to draw attention to something) is $142.5 billion in the United States alone and $467 billion globally.

Definition

Attention is the taking possession by the mind, in clear and vivid form, of one out of what seem several simultaneously possible objects or trains of thought. Focalization, concentration, of consciousness, are of its essence. It implies withdrawal from some things in order to deal effectively with others.

When you attend to something, it is as if your mind aims a spotlight onto it. You actively ignore virtually everything else that is happening around your spotlight, giving you a kind of tunnel vision.

Attention is like water

The problem with attention that it is like water. It flows. It’s liquid. You create channels to divert it, and you hope that it flows the right way. Content is now abundant. Human attention becomes more valuable and finite. Attention is the rarest and purest form of generosity.

In a world where everyone is suffering from ADD, that is difficult for marketeers.

Neuroscience

Marketeers are not only struggling with attention deficit. They are also struggling with an increasing realisation that our unconscious mind rules our behaviour. Making market research obsolete. In the USA alone, that is 11 billion in market research money wasted.

It makes sense. In a world of content overload, the human brain creates filters and shortcuts to cope. That is why the brain invented the amygdala. If you have to think about fight or flight, it is already too late.

In that context, brands make a lot of sense. Brands are shortcuts for the brain. They are the modern day version of Proverbs, a version of language and cultural carriers of meaning and emotion. Emotion is the key. Emotion is the message board of the brain filter. Feeling towards a buying decision.

Emotion sells

As with "The science of selling". Rational messaging seems to have little impact when changing behaviour, and that emotional response, regardless of how it is generated, is what does. The most effective advertisements of all are those with little or no rational content. Targeting stage 1 thinking in Kahneman “Thinking Fast and Slow.”

Flavour of the book

It is hard to give you a sense of the book. Has touches of "Metaskills" (feeling), Marketing 3.0 (staff as the carrier of the brand), "Difference" (managing choice), talks about AIDA (I am a huge fan of AIDA), "social customer service", Brian Solis (conversation prism and UMoT), lot of neuroscience and “The impact equation”.

14.5 billion digital adds

The total number of digital advertisements served (sent from a server to a web page being viewed) was 5.3 trillion in 2013 in the United States alone. That is about 14.5 billion digital ads every day. As the marketplace for advertising gets increasingly more cluttered, it becomes increasingly difficult to interrupt the consumer.’

about 1 in 5 of all web users now use ad-blocking software.
36% of all Web traffic is considered fake, the product of computers hijacked by viruses and programmed to visit sites.
31% f online ads are unseen because they cannot be seen – they are placed in areas of the site that users cannot see.
Conclusion

I am not sure what the conclusion is, apart from understanding that as a marketeer you need to understand neuroscience, content, emotion, branding and channel to a very high degree and the competition to get our intention is increasing.

As with selling manipulation, I am expecting and predicting an arms race between mindfulness and marketing manipulation. I don’t think manipulation will work anymore.

Brands as behavioural templates. UMoT will be the metric, driven by authenticity. Kotler was right (he wrote Marketing 3.0 in 2010). Time to do some BITSing.
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Michael Ash
5.0 out of 5 stars Highly Underrated
Reviewed in Canada on February 29, 2016
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Paid Attention by Faris Yakob is a highly underrated book for the value it delivers. Yes, the book is quite eclectic and deviates from its title at times, but I urge people to read it for the subtle, and powerful insights it provides.
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Mahé Quentin
4.0 out of 5 stars Steal-worthy s***!
Reviewed in Brazil on July 6, 2015
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Good perspectives on where our industry is heading. Helpful when starting to loose faith in what and how we're doing as admen.
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everyonesacritic
3.0 out of 5 stars Bisschen mehr, bitte
Reviewed in Germany on August 2, 2015
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Ich mag faris yakob und halte ihn für einen der wenigen ... Thought leader. In unserem Raum. Das Buch macht auch viel Spaß, liest sich sehr schön, doch mir fehlt Substanz. Viel Status auf, so ist die wer, wenig insight/fazit. Ich hatte höhere erwartungshaltungen
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brunomolinari
5.0 out of 5 stars great read!
Reviewed in Italy on May 4, 2015
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This book is for anyone who is interested in understanding the now, and getting ahead on what's next. Definitely recommend it!
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