Your ad here [electronic resource] : the cool sell of guerrilla marketing / Michael Serazio.

Your ad here [electronic resource] : the cool sell of guerrilla marketing / Michael Serazio.

9780814764947 (electronic book)
0814764940 (electronic book)
9780814745472
0814745474
9780814785904
0814785905

New York : New York University Press, [2013]

English

1 online resource (x, 227 pages).

HF5415 .S373 2013eb

658.8

"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.

Includes bibliographical references (pages 177-215) and index.

Access limited to authorized users.

Description based on print version record.

Postmillennial pop.

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