Paid attention innovative advertising for a digital world
| Autor principal: | |
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| Formato: | Libro |
| Idioma: | Inglés |
| Publicado: |
Philadelphia, PA :
Kogan Page
2015
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| Edición: | 1st ed |
| Materias: | |
| Ver en Universidad de Navarra: | https://unika.unav.edu/discovery/fulldisplay?docid=alma991007881919708016&context=L&vid=34UNAV_INST:VU1&search_scope=34UNAV_TODO&tab=34UNAV_TODO&lang=es |
Tabla de Contenidos:
- Section - ONE: Paid attention;Chapter - 00: Introduction: Paid attention - how much is it worth?;Chapter - 01: Logocentrism: What's in a name?;Section - TWO: Attention deficit disorders;Chapter - 02: Uncovering hidden persuaders: Why all market research is wrong;Chapter - 03: Advertising works in mysterious ways: Modern theories of communication;Chapter - 04: Is all advertising spam? Communication planning in an on-demand world;Chapter - 05: The spaces between: The vanishing difference between content, media and advertising;Section - THREE: Attention arts and sciences;Chapter - 06: Do things, tell people: How to behave in a world of infinite content;Chapter - 07: Recombinant culture: Talent imitates, genius steals;Chapter - 08: Combination tools: How to have ideas: a genius steals process;Chapter - 09: Advertising for advertising: Is the industry paying attention?;Chapter - 10: Integrative strategy and social brands: Be nice or leave!;Chapter - 11: Prospection: Planning for the future we want.
