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Your ad here : the cool sell of guerrilla marketing /
Amidst the profound upheavals in technology, economics, and culture that mark the early twenty-first century, marketing strategies have multiplied, as brand messages creep ever deeper into our private lives. In this book, the author investigates the rise of "guerrilla marketing" as a way o...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
New York :
New York University Press,
[2013]
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| Colección: | Postmillennial pop.
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| Temas: | |
| Acceso en línea: | Texto completo |
| Sumario: | Amidst the profound upheavals in technology, economics, and culture that mark the early twenty-first century, marketing strategies have multiplied, as brand messages creep ever deeper into our private lives. In this book, the author 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, the author 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 analysis with reporting, this book reveals the changing ways that commercial culture is produced. 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.--adapted from description on publisher's website. |
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| Descripción Física: | 1 online resource (x, 227 pages). |
| Bibliografía: | Includes bibliographical references (pages 177-215) and index. |
| ISBN: | 0814764940 9780814764947 9780814724590 0814724590 |