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Paid Attention: Innovative Advertising for a Digital World (Cambridge Marketing Handbooks) Paperback – April 28, 2015
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“Great ideas, as the book explains, are borrowed bits of other great ideas recombined in new and interesting ways. Paid Attention doesn’t just explain the concept, it lives it, combining ideas from economics, psychology, philosophy, media studies, and, of course, advertising, into a coherent narrative for this particularly incoherent time. The book is well worth your attention and you’re sure to find a few ideas to steal for yourself and your brand.” (Noah Brier, Founder Percolate)
"Great ideas happen when you ask a lot of questions. If you want to ignite culture, you need to challenge conventions. Faris is one of the brightest and most curious minds in advertising, and in Paid Attention: Innovative Advertising for a Digital World, he asks questions that every advertiser and marketer should be asking themselves today about breaking through in an increasingly on-demand and attention scare world. In the process, he arrives at some revealing brand tactics and strategies that will help you create advertising people seek out not skip. Recommended reading for anyone in the advertising and marketing business.”
(Winston Binch, Chief Digital Officer Deutsch LA)
"Faris has hosted sessions for my students on our many trips to New York. His passion and particular lexicon have both challenged and inspired students from around the globe. His new book is about the now and treats digital as the norm that it has become. Unusually for this genre of book, it is light of touch, eminently readable and seamlessly integrates different cultures so as not to appear out of the US. Philosophy, yes in part, but with the common touch." (Bruce Sinclair Principal Lecturer, Bucks Adschool, Bucks New University)
Advertising, marketing, and media professionals; advertising, marketing, and media students
"The brand communications playbook has changed little in the last century. I think it’s safe to say the world we live in has changed dramatically in that time. Paid Attention is a hugely useful playbook to draw from in order to develop communications for the world today, not the world of yesterday." (Gareth Kay Co-founder, Chapter. Former CSO, GS&P)
profitable campaign. I know this book will be the gold standard for understanding modern concepts about media. But then again, technology changes so quickly, that by the time you finish reading my review, this book will need to be amended in your enviable style. A MUST-read for anyone living in this world of infinite content. I really Paid Attention to every single word."
"We don’t think of it this way, but advertising is an industry with a history of its own, shaped by heroes, epiphanies, disasters and luck. It’s not often analysed like other industries, but in his book, Faris has laid out a rich and intricate landscape that not only frames the state of advertising today, but the events that contributed to it, and how advertising should evolve in the face of that fast-arriving future we’ve heard so much
about. Grab a thesaurus and get ready for a Billy Madison-esque learning montage." (Amber Finlay Director of Communications Planning, Converse)
Top Customer Reviews
But then he walks away from the argument. He gets on his horse and rides madly off in all directions. There are lots of references to studies, psychological, biological and case. There’s lots of name dropping. But he doesn’t examine the state of paid attention. The last third of the book is about working in ad agencies: what do ad agencies do, the importance of advertising awards, how creativity works and how it should be broken out. The exalted act of stealing. The evolving role of the planner.
He cites all kinds of wonderfully creative marketing campaigns which were considered successful, but as in medicine, the operation might have been a success, but the patient died (New products have an 80% failure rate). There’s a lot of evidence Yakob reads widely, fiction and non. But then, he cites the dubious authority of Jonah Lehrer, a totally discredited author/researcher. Twice.
Yakob can be refreshingly truthful, calling market research wrong and the traditional purchase funnel “explanatory fiction”. All the brainscanning advertisers pay for only proves we don’t know how or when decisions are made to purchase their products. Forget about why. Dictating when and where content will be encountered is impossible for much of an on-demand world, he says. “Calling people consumers tricks you into thinking they spend their whole lives buying stuff, or thinking about buying stuff. But they really are not that interested.”
Which brings me to his focus on brands.Read more ›
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 messages whilst, on the other hand, being softened and more receptive to the messages that do break through.
This book draws upon a multidisciplinary approach, pulling elements from areas such as communications theory, neuroscience, history, culture and technology to look at how advertising can be made efficient, relevant, targeted and reactive to changes. Reading the book feels, at times, like one is sitting on an intellectual rollercoaster as you bounce between different subjects and disciplines, twisting and turning along the way with the senses being submitted to all sorts of pressure and stimuli. Yet the ride is exhilarating and you don’t feel cheated at the end of the journey: you just want more, more of the same!
It is certainly a challenging, engaging read, being something that is more thought provoking than spoon-feeding “what you need to do to achieve X”. This reader liked it and found it a pleasant way of spending a few evenings on the sofa: it easily beat the dire fare being offered by the television. As it typical of a book from this publisher, it is well laid out, clearly signposted and a mass of further reading sources are presented for the reader’s attention. Plus, of course, buoyed by excellent, engaging, focussed and considered content!
If you are interested in the world of advertising or work within it, this could be a little gem that you should strongly consider adding to your library.
Most Recent Customer Reviews
A very good round up of agencies as they operate now in a new world of media rich experiences for consumers. The tables have turned and the consumer rules.Published 7 months ago by JOE
Great reading for those wanting to change gears on their marketing and comms approaches.Published 14 months ago by Daniel H Prestes
A good book on the subject. Needs some review for next editions because of some typing errosPublished 15 months ago by Catarina Gardete Correia
Lovely book. Well written with loads of interesting examples and a constant flow of interesting and new ideas. A great readPublished 15 months ago by ADAM Ferrier