Paid Attention, Faris Yakob
Paid Attention, Faris Yakob
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Paid Attention
Innovative Advertising for a Digital World

Author: Faris Yakob

Narrator: Matthew Lloyd Davies

Unabridged: 5 hr 2 min

Format: Digital Audiobook Download (DRM Protected)

Published: 03/20/2018


Synopsis

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.

About Faris Yakob

Faris Yakob is the founder of Genius Steals LLC, an idea and innovation consulting firm. Previously he was Chief Innovation Officer at MDC Partners and Executive Vice President, Chief Technology Strategist at the world's largest advertising agency, McCann Erickson. He was named one of ten modern day Madmen by Fast Company and one of the most respected planners in the world by The Planning Survey. He regularly writes about brands, media, communications, and technology in publications that include Fast Company, Forbes, Advertising Age and Maxim. He is a frequent speaker at international conferences and has lectured at MIT and USC.


Reviews

Goodreads review by Amir

Paid Attention by Faris Yakob offers a refreshing take on advertising and marketing by introducing a new framework that steps away from the traditional AIDA (Attention, Interest, Desire, Action) model. This departure from the conventional path is one of the book’s most intriguing aspects. Yakob dive......more

Goodreads review by Pavol

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 r......more

Goodreads review by Gio

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......more

Goodreads review by Arnied

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 a......more