Book
Your ad here : the cool sell of guerrilla marketing
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.)
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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. |
Search for related items by subject
| 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 | - |
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.