Your Ad Here

The Cool Sell of Guerrilla Marketing

Автор: Michael Serazio

Език:

Корици: С твърди корици

Издател: NEW YORK UNIVERSITY PRESS

Наличност: Външен склад

Изпращаме след 9-15 дни

118.92 € 232.59 лв

Amidst the profound upheavals in technology, economics, and culture that mark the contemporary momen...

Информация за книгата

Автор

Michael Serazio

Език

Английски език

Корици

Книга - С твърди корици

Издадена

2013

страници

237

EAN

9780814745472

ISBN

0814745474

Enbook ID

04931666

Издател

NEW YORK UNIVERSITY PRESS

Теглоt

489

Размери

153 x 229 x 18

Пълно описание

Amidst the profound upheavals in technology, economics, and culture that mark the contemporary moment, marketing strategies have multiplied, as brand messages creep ever deeper into our private lives. In Your Ad Here, an engaging and timely new book, Michael Serazio investigates the rise of "guerrilla marketing" as a way of understanding increasingly covert and interactive flows of commercial persuasion. Digging through a decade of trade press coverage and interviewing dozens of agency CEOs, brand managers, and creative directors, Serazio illuminates a diverse and fascinating set of campaign examples: from the America's Army video game to Pabst Blue Ribbon's "hipster hijack," from buzz agent bloggers and tweeters to The Dark Knight's "Why So Serious?" social labyrinth. Blending rigorous analysis with eye-opening reporting and lively prose, Your Ad Here reveals the changing ways that commercial culture is produced today. Serazio goes behind-the-scenes with symbolic creators to appreciate the professional logic informing their work, while giving readers a glimpse into this new breed of "hidden persuaders" optimized for 21st-century media content, social patterns, and digital platforms. Ultimately, this new form of marketing adds up to a subtle, sophisticated orchestration of consumer conduct and heralds a world of advertising that pretends to have nothing to sell. Michael Serazio is an Assistant Professor in the Department of Communication at Fairfield University. An award-winning former journalist, he continues to write about popular culture, advertising, and new media for The Atlantic, among other publications.

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Your Ad Here

The Cool Sell of Guerrilla Marketing

Информация за книгата

Пълно описание

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Клиенти, които купиха тази книга, купиха също