Paid attention: (Record no. 3827)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02995nam a22002537a 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20221121164649.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 221121b ||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781398602502 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.1 |
| Item number | YOK |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Yakob, Faris |
| 245 ## - TITLE STATEMENT | |
| Title | Paid attention: |
| Remainder of title | innovative advertising for a digital world |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 2nd |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Name of publisher, distributor, etc. | Kogan Page Ltd. |
| Place of publication, distribution, etc. | London |
| Date of publication, distribution, etc. | 2022 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xii, 227 p. |
| 365 ## - TRADE PRICE | |
| Price type code | GBP |
| Price amount | 19.99 |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc. note | Table of contents<br/>Section - ONE: Paid attention;<br/>Chapter - 00: Introduction - Paid attention - How much is it worth?;Chapter - 01: Logocentrism - What’s in a name?;<br/>Section - TWO: Attention deficit disorders;<br/>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;<br/>Section - THREE: Attention arts and sciences;<br/>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;<br/>Section - FOUR: 2020 Foresight;<br/>Chapter - 12: Everything is PR;Chapter - 13: The quantity, quality, qualia and cost of attention;Chapter - 14: Epilogue - Talkin’ about your generation |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | About the book<br/>The advertising attention marketplace is a confusing and vast playing field where the rules have changed drastically over the last decade. Make yourself heard and win the attention of your target audience with the new edition of this ultimate guide.<br/><br/>Paid Attention delivers new and innovative insights into advertising ideas: what they are, why they are evolving and how to use them in day to day strategy to ensure commercial stability within a changing digital landscape. Packed with real-world examples of advertising campaigns such as Google, Sony and Old Spice, it provides a robust model for influencing human behaviour and toolkits that offer best practice on brand behaviour and effective communication.<br/><br/>This second edition includes two new chapters exploring the latest evidence about attention spans and trends in online advertising, as well as new case studies on compelling brand ideas. In a world where being a consumer is confusing, learn to take control of the situation and make yourself heard in today's crowded attention marketplace. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Branding (Marketing) |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Advertising |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Electronic commerce |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Internet advertising |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Marketing research |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Book |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Collection code | Bill No | Bill Date | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Cost, normal purchase price | Total Checkouts | Full call number | Accession Number | Date last seen | Copy number | Cost, replacement price | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Marketing | TB1974 | 28-10-2022 | Indian Institute of Management LRC | Indian Institute of Management LRC | General Stacks | 11/21/2022 | Technical Bureau India Pvt. Ltd. | 1288.06 | 659.1 YOK | 003687 | 11/21/2022 | 1 | 1959.02 | 11/21/2022 | Book |