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EBOOK
Author Serazio, Michael,
Title Your ad here : the cool sell of guerrilla marketing / Michael Serazio.
Imprint New York : New York University Press, [2013]

Author Serazio, Michael,
Series Postmillennial pop
Postmillennial pop.
Subject Marketing.
Marketing -- Technological innovations.
Description 1 online resource (x, 227 pages).
Bibliography Note Includes bibliographical references (pages 177-215) and index.
Note Online resource; title from PDF title page (viewed September 6, 2013).
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.
Summary Amidst the profound upheavals in technology, economics, and culture that mark the early twenty-first century, marketing strategies have multiplied, as brand messages creep ever deeper into our private lives. In this book, the author 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, the author 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 analysis with reporting, this book reveals the changing ways that commercial culture is produced. 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.--adapted from description on publisher's website.
ISBN 0814764940 (electronic bk.)
9780814764947 (electronic bk.)
9780814724590 (e-book)
0814724590 (e-book)
9780814745472 (cl ; alk. paper)
0814745474 (cl ; alk. paper)
9780814785904 (pb ; alk. paper)
0814785905 (pb ; alk. paper)
OCLC # 838793643
Additional Format Print version: 9780814745472 0814745474 (DLC) 2012042108 (OCoLC)814982217



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