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The Cool Sell of Guerrilla Marketing
Publication Year: 2013
Published by: NYU Press
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Title Page, Series Page, Copyright, Dedication
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1. Buying into the Cool Sell
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For much of the 20th century, marketers relied upon the conventional weaponry of the mass media to deliver their commercial payload: newspapers, magazines, radio, television, and billboards structured the information environment and furnished the primary venues for the placement of paid advertising. Within that environment, advertisers jockeyed for attention in...
2. The Ambient Governance of Advertainment
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As audiences have become more technologically and psychologically adept at evading traditional advertiser entreaty, branding has regrouped with ambitious new designs of its own. In the past decade, the explosion of product placement and branded content offers an entry point into how advertising context is being rethought and, moreover, suggests an effort at “casualizing"...
3. Street Spectacle and Subculture Jamming
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As branding has become a ubiquitous social force, it has run up against political reservations and, at times, outright contestations. “Culture jamming” often serves as a banner for the ideology and diverse tactics of those who would protest branding’s incursion into everyday life and popular culture. It is also culture jamming that, some believe, represents the social...
4. Buzz Agency and the Regime of Dialogue
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Amid abundant advertiser anxiety about conventional communication channels, a significant number have begun turning to the oldest medium of all: word of mouth. Since casual conversation with friends and family has long represented a trustworthy space, it tenders fertile and unspoiled territory for marketers who claim to be routinely rebuffed in their effort to break...
5. Crowd-Sourced Marketing and the Freedom to Labor
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Over the past decade, as broadcasting has increasingly given way to the network as the organizing principle of contemporary media ecology, interactivity has simultaneously emerged as a key component of how media work, and advertising more specifically, might be accomplished. Such a transition gives rise to “new kinds of ambiences, goals, and procedures for consumer...
6. Managing Agency in the Regime of Engagement
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In 2002, scholars convened a focus group of high-level advertising practitioners and industry experts to rechristen their business. They noted that, throughout history, with each epoch of technological change, so too did the definition of advertising change and the techniques thought to be ideally applicable.2 Yet the focus group concluded by generating a new definition (“a...
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About the Author
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Page Count: 224
Publication Year: 2013