Paid Attention

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; Section - FOUR: 2020 Foresight; Chapter - 12: Everything is PR; Chapter - 13: The quantity, quality, qualia and cost of attention; Chapter - 14: Epilogue - Talkin' about your generation