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Your ad here : the cool sell of guerrilla marketing Cover Image Book Book

Your ad here : the cool sell of guerrilla marketing

Serazio, Michael. (Author).

Summary: "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."--Publisher's website.

Record details

  • ISBN: 9780814745472 (cl : alk. paper)
  • ISBN: 0814745474 (cl : alk. paper)
  • ISBN: 9780814785904 (pb : alk. paper)
  • ISBN: 0814785905 (pb : alk. paper)
  • ISBN: 9780814764947 (e-book)
  • ISBN: 9780814724590 (e-book)
  • ISBN: 0814764940 (ebk.)
  • ISBN: 9780814764947 (ebk.)
  • ISBN: 0814724590 (ebk.)
  • ISBN: 9780814724590 (ebk.)
  • Physical Description: print
    x, 227 pages ; 24 cm.
  • Publisher: New York : New York University Press, [2013]

Content descriptions

Bibliography, etc. Note: Includes bibliographical references (pages 203-215) and index.
Formatted Contents Note: Buying into the cool sell -- The ambient governance of advertainment -- Street spectacle and subculture jamming -- Buzz agency and the regime of dialogue -- Crowd-sourced marketing and the freedom to labor -- Managing agency in the regime of engagement.

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Subject: Marketing
Marketing Technological innovations

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Available copies

  • 1 of 1 copy available at Kirtland Community College.

Holds

  • 0 current holds with 1 total copy.
Show Only Available Copies
Location Call Number / Copy Notes Barcode Shelving Location Status Due Date
Kirtland Community College Library HF 5415 .S479 2013 30775305465313 General Collection Available -
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▼ MARC Record
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008121025s2013 nyu b 001 0 eng
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08200. ‡a658.8 ‡223
049 . ‡aET8A ‡c1
1001 . ‡aSerazio, Michael.
24510. ‡aYour ad here : ‡bthe cool sell of guerrilla marketing / ‡cMichael Serazio.
260 1. ‡aNew York : ‡bNew York University Press, ‡c[2013]
300 . ‡ax, 227 pages ; ‡c24 cm.
336 . ‡atext ‡2rdacontent
337 . ‡aunmediated ‡2rdamedia
338 . ‡avolume ‡2rdacarrier
4901 . ‡aPostmillennial pop
504 . ‡aIncludes bibliographical references (pages 203-215) and index.
5050 . ‡aBuying into the cool sell -- The ambient governance of advertainment -- Street spectacle and subculture jamming -- Buzz agency and the regime of dialogue -- Crowd-sourced marketing and the freedom to labor -- Managing agency in the regime of engagement.
520 . ‡a"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."--Publisher's website.
650 0. ‡aMarketing.
650 0. ‡aMarketing ‡xTechnological innovations.
830 0. ‡aPostmillennial pop.
938 . ‡aBaker and Taylor ‡bBTCP ‡nBK0012484063
938 . ‡aBrodart ‡bBROD ‡n103954708
938 . ‡aBlackwell Book Service ‡bBBUS ‡n8763090
938 . ‡aCoutts Information Services ‡bCOUT ‡n24128817
938 . ‡aYBP Library Services ‡bYANK ‡n8763090
994 . ‡aC0 ‡bET8
901 . ‡aocn814982217 ‡bOCoLC ‡c39279 ‡tbiblio ‡soclc
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