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Paid Attention: Innovative Advertising for a Digital World
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Paid Attention: Innovative Advertising for a Digital World

4.01  ·  Rating details ·  136 ratings  ·  13 reviews
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 bra ...more
Paperback, 216 pages
Published April 28th 2015 by Kogan Page (first published April 3rd 2015)
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4.01  · 
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 ·  136 ratings  ·  13 reviews


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Tiffany daSilva
May 11, 2015 rated it liked it
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
...more
Tomas Ramanauskas
If average Facebook user creates 90 pieces of content per month and there's a billion+ of them, how advertising industry should change its ways to be effective? This is a hell of a task and Yakob tackles it with intelligence. It would be naive to expect easy and clear answers, but the questions raised, the examples given provide some valuable insights.
Pavol Minar
Mar 27, 2016 rated it it was amazing
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 gr ...more
Arnied
May 08, 2015 rated it liked it
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 ar ...more
Noushin Jedi
Nov 26, 2017 rated it liked it
Shelves: 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.”

...more
Bianca Smith
Mar 12, 2015 rated it really liked it
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
...more
Darren
Jun 18, 2015 rated it really liked it
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 me
...more
Uwe Hook
Jun 22, 2015 rated it liked it
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 ...more
Lam Tran
Jan 02, 2017 rated it it was amazing
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.
January Kohli
Mar 02, 2016 rated it really liked it
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.
Rolando
Sep 05, 2015 rated it really liked it
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.
Heike Bedrich
Feb 03, 2015 rated it really liked it
Paid Attention is a wonderful book about new ways of advertising in a Digital World.
Martin Heuer
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“If we return to the roots of planning we see at its heart a desire to understand human behaviour and provide a robust model for influencing it. Rather than dismantling strategy into endless experimentation, we need a new way of understanding the world, a modern philosophy.” 1 likes
“Digital marketing is not simply a new place to disperse symbols but rather the emergence of a new behavioural grammar for companies, as they begin to engage with their customers in new ways in new spaces, where everyone has an equal voice.” 1 likes
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