Descrição:
University of Chicago Press, 1998. Paperback. Good. Pages can have notes/highlighting. Spine may show signs of wear. ~ ThriftBooks: Read More, Spend Less.Dust jacket quality is not guaranteed.
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Breaking Up America: Advertisers and the New Media World Brochura - 1998
por Joseph Turow
Primeira linha
"ADVERTISERS WILL HAVE their choice of horizontal demographic groups and vertical psychographic program types."
Descrição da contracapa
This book is about the way the advertising industry has been fragmenting America and what that may mean for the media and society. The advertiser's aim has been to package individuals, or groups of people, in ways that make them useful targets. But the ad industry's vision of America is one of a fractured population of self-indulgent, suspicious individuals who reach out only to people like themselves, and the ads it creates both reflect and promote this view. Combining shrewd analysis of contemporary practices with a historical perspective, Turow traces the momentous shift that began in the mid-1970s when advertisers rejected mass marketing in favor of ever more aggressive target marketing. It is a strategy that includes all marketing vehicles, from cable TV to catalogs, direct mail to radio, newspapers to supermarket promotions. Turow shows how advertisers exploit differences between consumers based on income, age, gender, race, marital status, ethnicity, and lifestyles. With increased technology, advertising can easily enter individuals' private spaces - their homes, cars, and offices - with news, entertainment, and commercial messages aimed specifically at them. As the major support system of American media, the ad industry has encouraged market segmentation and the creation of customized media. Ultimately, Turow predicts this trend will cause an erosion of tolerance and cooperation within U.S. society.
Detalhes
- Título Breaking Up America: Advertisers and the New Media World
- Autor Joseph Turow
- Encadernação Brochura
- Edição [ Edition: first
- Páginas 256
- Volumes 1
- Idioma ENG
- Editorial University of Chicago Press
- Data de publicação 1998-12-15
- ISBN 9780226817507 / 0226817504
- Peso 0.71 libras (0.32 kg)
- Dimensão 9 x 5.98 x 0.65 in. (22.86 x 15.19 x 1.65 cm)
- Número da Biblioteca do Congresso dos Estados Unidos 96009853
- Dewey Decimal Code 659.104
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University of Chicago Press. Used - Good. Former library book; may include library markings. Used book that is in clean, average condition without any missing pages.
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Paperback / softback. New. A study of target marketing, this text exposes the advertising industry's strategies for homing in on American consumers. Combining analysis of contemporary practices with an historical perspective, it examines the mid-1970s when mass marketing was dropped in favour of aggressive target marketing.
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Breaking Up America � Advertisers & the New Media World (Paper)
por Joseph Turow
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Univ of Chicago Pr, 1998. Paperback. New. new edition edition. 256 pages. 9.00x6.00x0.50 inches.
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Breaking Up America: Advertisers and the New Media World
por Joseph Turow
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- ISBN 10 / ISBN 13
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Southport, Merseyside, United Kingdom
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Descrição:
Paperback / softback. New. A study of target marketing, this text exposes the advertising industry's strategies for homing in on American consumers. Combining analysis of contemporary practices with an historical perspective, it examines the mid-1970s when mass marketing was dropped in favour of aggressive target marketing.
Preço do item
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Breaking Up America – Advertisers & the New Media World (Paper)
por Joseph Turow
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Descrição:
Univ of Chicago Pr, 1998. Paperback. New. new edition edition. 256 pages. 9.00x6.00x0.50 inches.
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€ 45,62
€ 11,96
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Breaking Up America: Advertisers and the New Media World
por Turow, Joseph
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Newport Coast, California, United States
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Descrição:
paperback. Good. Access codes and supplements are not guaranteed with used items. May be an ex-library book.
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Breaking Up America: Advertisers and the New Media World
por Turow, Joseph
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- Brochura
- Condição
- Novo
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- Paperback
- ISBN 10 / ISBN 13
- 9780226817507 / 0226817504
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San Diego, California, United States
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Descrição:
University of Chicago Press, 1998-12-15. Paperback. New. New. In shrink wrap. Looks like an interesting title!
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