Summary of Paid Attention

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Rating

8 Overall

8 Applicability

8 Innovation

8 Style

Recommendation

Speaking from the knowledgeable perspective of an industry insider, ad agency innovator Faris Yakob addresses how the digital age radically transforms advertising. He considers the historical purpose and drive behind advertising, and provides contemporary case studies with practical analyses of how companies can navigate multimedia platforms and changing consumer relationships. He details how agencies must change to remain relevant. Agencies can outsource advertisement production and media placement, so those skills are no longer necessary core competencies, but creativity is. Therefore, advertising professionals have an advantage over other business consultants, because advertising has always found creative solutions to business problems. The toolkits in the final section of Yakob’s manual provide specific steps for shaking up your marketing and strategic thinking. getAbstract recommends this forward-looking guide to agency planners, marketing strategists, advertising executives and corporate ad buyers.

In this summary, you will learn

  • What the digital age demands of advertisers,
  • How to participate in advertising’s new social paradigm of interactive relationships with customers and
  • What methods will help your brand develop big ideas for a new strategic approach.
 

About the Author

A former chief technology strategist at McCann Erickson, Faris Yakob founded the agency Genius Steals and writes for Forbes, Advertising Age, Financial Times and Media Week.

 

Summary

How the Attention Economy Developed
Early media entrepreneurs initially developed radio stations to help sell radios. The content of radio was advertising, in that manufacturers sponsored radio and, later, TV shows. Then came interruptive, spot advertising in the form of 30-second “sponsorships...

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