Download e-book for iPad: Paid Attention: Innovative Advertising for a Digital World by Faris Yakob

By Faris Yakob

ISBN-10: 0749473606

ISBN-13: 9780749473600

Rapid adjustments in communique applied sciences shifted the media atmosphere from one among shortage to 1 characterised via abundance. Advertisers are paying progressively more cash to arrive fewer and less humans, as audiences devour never-ending streams of content material throughout various structures. in case you can not purchase sufficient realization for advertisements to stay effective -- how do manufacturers respond?

Spanning conversation conception, neuroscience, creativity and innovation, media background, pop culture, branding, and rising applied sciences, Paid Attention explores how rules flow humans and the way ads can and may switch in line with adjustments within the verbal exchange landscape. Packed with real-world examples of campaigns from businesses together with Sony, pink Bull and HP, the e-book additionally comprises functional ads and branding templates and toolkits.

Topics lined contain: a severe examine marketplace learn, sleek theories of conversation, the vanishing distinction among content material, media, and ads, what rules are and the way to get them, and the longer term predictions.    

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

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People will pay more money for the same product. Additionally, stronger brands with large market share, also, with very few exceptions, have more buyers within a certain time period, and more loyalty as measured through repeat purchase. This is known as the law of double jeopardy, which seems to be an empirical fact in marketing (or as close to one as we have). 36 Indeed, laundry detergent Tide’s brand is so potent at maintaining a price premium that is has come to be used as a currency (see case study below).

They are experienced ritually, via purchase or use or interaction with brand communication, which provides a bridge to the brand’s domain. 17 I agree, but would argue that brands are not the icons of myth, but the myth itself (the logo is not the brand), and that any interaction with brand communication can function in a similar way. The Marlboro man lives in Marlboro country, but this can no longer be directly communicated, since tobacco advertising has been banned in much of the world. 18 Whilst this may not feel ethical, it is designed to provide subliminal access to an established, mythic, brand space.

Like all claimed data, this approach is hindered. Thus this mode of research also requires a supplement, ideally in the form of physiological response testing such as functional magnetic resonance imaging (fMRI) and galvanic skin response in order to gauge the emotive impact of the communication, which may be beyond conscious cognition. 20 Graves suggests that if you want to understand behaviour, you must: ●● ●● ●● ●● Observe actual behaviour: because claimed attitudes and intentions don’t correlate.

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Paid Attention: Innovative Advertising for a Digital World by Faris Yakob


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