Your ad here [electronic resource] : the cool sell of guerrilla marketing / Michael Serazio.
2013
HF5415 .S373 2013eb
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Details
Title
Your ad here [electronic resource] : the cool sell of guerrilla marketing / Michael Serazio.
Author
Serazio, Michael.
ISBN
9780814764947 (electronic book)
0814764940 (electronic book)
9780814745472
0814745474
9780814785904
0814785905
0814764940 (electronic book)
9780814745472
0814745474
9780814785904
0814785905
Published
New York : New York University Press, [2013]
Language
English
Description
1 online resource (x, 227 pages).
Call Number
HF5415 .S373 2013eb
Dewey Decimal Classification
658.8
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.
Bibliography, etc. Note
Includes bibliographical references (pages 177-215) and index.
Access Note
Access limited to authorized users.
Source of Description
Description based on print version record.
Series
Postmillennial pop.
Available in Other Form
Your ad here.
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Online Resources > Ebooks
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Table of Contents
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.
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.