000			01894 a2200241 4500
003			OSt
005			20200423102707.0
008			200423b xxu||||| |||| 00| 0 eng d
020			_a9780749473600
040			_cSPAB
041			_deng
082			_a659.1 _bYAK-P
100			_aYakob, Faris _927241
245			_aPaid attention : _bInnovative advertising for a digital world _cFaris Yakob
260			_bKogan Page, _c2015. _aLondon;
300			_axv, 200p.
505			_a 1: Paid Attention: How Much is it Worth?; 1: Logocentrism: What's In a Name?; 2: Attention Deficit Disorders; 2: Uncovering Hidden Persuaders: Why All Market Research is Wrong; 3: Advertising Works in Mysterious Ways: Modern Theories of Communication; 4: Is All Advertising Spam?: Communication Planning in an On Demand World; 5: The Spaces Between: The Vanishing Difference Between Content, Media and Advertising; 3: Attention Arts and Sciences; 6: Do Things, Tell People: How to Behave in a World of Infinite Content; 7: Recombinant Culture: Talent Imitates, Genius Steals; 8: Combination Tools: How to Have Ideas; 9: Advertising for Advertising: Is the Industry Paying Attention?; 10: Integrative Strategy and Social Brands: Be Nice or Leave; 11: Prospection: Planning for the Future We Want; 12: Epilogue: Talkin' About Your Generation;
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,
650			_a Advertising. _927242
650			_aBranding (Marketing) _927243
650			_aElectronic commerce. _92857
942			_2ddc _cBK
999			_c10408 _d10408