000			01765cam a2200289 i 4500
001			18470767
005			20240319104052.0
008			150130s2015 pau b 001 0 eng
010			_a 2015000915
020			_a9780749473600 (paperback)
040			_aDLC _beng _cDLC _erda _dDLC
042			_apcc
050	0	0	_aHF5823 _b.Y335 2015
082	0	0	_a659.1 _223
100	1		_aYakob, Faris.
245	1	0	_aPaid attention _b: innovative advertising for a digital world _c/ Faris Yakob.
250			_a1st Edition.
264		1	_aPhiladelphia, PA : _bKogan Page, _c2015.
300			_axv, 200 pages ; _c24 cm
504			_aIncludes bibliographical references (pages 172-194) and index.
520			_a"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. "-- _cProvided by publisher.
650		0	_aAdvertising.
650		0	_aBranding (Marketing)
650		0	_aElectronic commerce.
942			_2lcc
999			_c1916 _d1916
041			_aEnglish