000467171 000__ 03185cam\a2200469Ma\4500 000467171 001__ 467171 000467171 005__ 20220607145210.0 000467171 006__ m\\\\\o\\d\\\\\\\\ 000467171 007__ cr\un\nnnunnun 000467171 008__ 130916s2013\\\\nyu\\\\\ob\\\\001\0\eng\d 000467171 019__ $$a841913890 000467171 020__ $$a9780814764947$$q(electronic book) 000467171 020__ $$a0814764940$$q(electronic book) 000467171 020__ $$z9780814745472 000467171 020__ $$z0814745474 000467171 020__ $$z9780814785904 000467171 020__ $$z0814785905 000467171 035__ $$a(OCoLC)ocn838793643 000467171 035__ $$a(OCoLC)838793643$$z(OCoLC)841913890 000467171 035__ $$a467171 000467171 040__ $$aYDXCP$$beng$$cYDXCP$$dOCLCO$$dN$T$$dE7B$$dNHM 000467171 049__ $$aISEA 000467171 050_4 $$aHF5415$$b.S373 2013eb 000467171 08204 $$a658.8$$223 000467171 1001_ $$aSerazio, Michael. 000467171 24510 $$aYour ad here$$h[electronic resource] :$$bthe cool sell of guerrilla marketing /$$cMichael Serazio. 000467171 264_1 $$aNew York :$$bNew York University Press,$$c[2013] 000467171 300__ $$a1 online resource (x, 227 pages). 000467171 4901_ $$aPostmillennial pop 000467171 504__ $$aIncludes bibliographical references (pages 177-215) and index. 000467171 5050_ $$aBuying into the cool sell -- The ambient governance of advertainment -- Street spectacle and subculture jamming -- Buzz agency and the regime of dialogue -- Crowd-sourced marketing and the freedom to labor -- Managing agency in the regime of engagement. 000467171 506__ $$aAccess limited to authorized users. 000467171 520__ $$a"Amidst the profound upheavals in technology, economics, and culture that mark the contemporary moment, marketing strategies have multiplied, as brand messages creep ever deeper into our private lives. In Your Ad Here, an engaging and timely new book, Michael Serazio investigates the rise of "guerrilla marketing" as a way of understanding increasingly covert and interactive flows of commercial persuasion. Digging through a decade of trade press coverage and interviewing dozens of agency CEOs, brand managers, and creative directors, Serazio illuminates a diverse and fascinating set of campaign examples: from the America's Army video game to Pabst Blue Ribbon's "hipster hijack," from buzz agent bloggers and tweeters to The Dark Knight's "Why So Serious?" social labyrinth. Blending rigorous analysis with eye-opening reporting and lively prose, Your Ad Here reveals the changing ways that commercial culture is produced today. Serazio goes behind-the-scenes with symbolic creators to appreciate the professional logic informing their work, while giving readers a glimpse into this new breed of "hidden persuaders" optimized for 21st-century media content, social patterns, and digital platforms. Ultimately, this new form of marketing adds up to a subtle, sophisticated orchestration of consumer conduct and heralds a world of advertising that pretends to have nothing to sell."--Publisher's website. 000467171 588__ $$aDescription based on print version record. 000467171 650_0 $$aMarketing. 000467171 650_0 $$aMarketing$$xTechnological innovations. 000467171 77608 $$iPrint version:$$aSerazio, Michael.$$tYour ad here.$$dNew York : New York University Press, [2013]$$z9780814745472$$z0814745474$$z9780814785904$$z0814785905$$w(DLC) 2012042108$$w(OCoLC)814982217 000467171 830_0 $$aPostmillennial pop. 000467171 852__ $$bacq 000467171 85280 $$bebk$$hEBSCOhost 000467171 85640 $$3EBSCOhost$$uhttps://univsouthin.idm.oclc.org/login?url=http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=564161$$zOnline Access 000467171 909CO $$ooai:library.usi.edu:467171$$pGLOBAL_SET 000467171 980__ $$aEBOOK 000467171 980__ $$aBIB 000467171 982__ $$aEbook 000467171 983__ $$aOnline 000467171 994__ $$a92$$bISE