MARC record from Internet Archive

LEADER: 06057cam 2200913Ma 4500
001 ocn838793643
003 OCoLC
005 20200109011348.0
008 130412s2013 nyu ob 001 0 eng d
006 m o d
007 cr |n|||||||||
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019 $a841913890
020 $a0814764940$q(electronic bk.)
020 $a9780814764947$q(electronic bk.)
020 $a9780814724590$q(e-book)
020 $a0814724590$q(e-book)
020 $z9780814745472$q(cl ;$qalk. paper)
020 $z0814745474$q(cl ;$qalk. paper)
020 $z9780814785904$q(pb ;$qalk. paper)
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035 $a(OCoLC)838793643$z(OCoLC)841913890
037 $a22573/ctt8jw4zt$bJSTOR
050 4 $aHF5415$b.S373 2013
072 7 $aBUS$x078000$2bisacsh
072 7 $aBUS$x043000$2bisacsh
072 7 $aSOC022000$2bisacsh
082 04 $a658.8$223
100 1 $aSerazio, Michael,$eauthor.
245 10 $aYour ad here :$bthe cool sell of guerrilla marketing /$cMichael Serazio.
264 1 $aNew York :$bNew York University Press,$c[2013]
300 $a1 online resource (x, 227 pages).
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$2rdacarrier
490 1 $aPostmillennial pop
504 $aIncludes bibliographical references (pages 177-215) and index.
588 0 $aOnline resource; title from PDF title page (viewed September 6, 2013).
505 0 $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.
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.
650 0 $aMarketing.
650 0 $aMarketing$xTechnological innovations.
650 7 $aBUSINESS & ECONOMICS$xDistribution.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xMarketing$xGeneral.$2bisacsh
650 7 $aSOCIAL SCIENCE$xPopular Culture.$2bisacsh
650 7 $aMarketing.$2fast$0(OCoLC)fst01010167
650 7 $aMarketing$xTechnological innovations.$2fast$0(OCoLC)fst01010260
655 4 $aElectronic books.
655 0 $aElectronic books.
776 08 $iPrint version:$z9780814745472$z0814745474$w(DLC) 2012042108$w(OCoLC)814982217
830 0 $aPostmillennial pop.
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856 40 $3JSTOR$uhttp://www.jstor.org/stable/10.2307/j.ctt9qg342
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856 40 $uhttps://grinnell.idm.oclc.org/login?url=http://www.jstor.org/stable/10.2307/j.ctt9qg342$zMulti-User JSTOR Electronic Book
856 40 $uhttp://0-www.jstor.org.lib.exeter.ac.uk/stable/10.2307/j.ctt9qg342$zAvailable online via JSTOR. Please log in using your Exeter IT login, if prompted.
856 40 $uhttp://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=564161$zLink to full text in EBSCOHost
856 40 $uhttp://0-search.ebscohost.com.librarycatalog.vts.edu/login.aspx?direct=true&scope=site&db=nlebk&AN=564161
856 40 $3EBSCOhost$uhttp://er.llcc.edu:2048/login?url=http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=564161$yClick here for LLCC access.
856 40 $uhttp://proxy.lib.utk.edu:90/login?url=http://muse.jhu.edu/books/9780814764947/$zOnline access : Unlimited simultaneous users
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