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Advertising : What Everyone Needs to Know - Mara Einstein

Advertising

What Everyone Needs to Know

Paperback
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Published: 12th September 2017
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3000. That's the number of marketing messages the average American confronts on a daily basis from TV commercials, magazine and newspaper print ads, radio commercials, pop-up ads on gaming apps, pre-roll ads on YouTube videos, and native advertising on mobile news apps. These commercial messages are so pervasive that we cannot help but be affected by perpetual come-ons to keeping buying. Over the last decade, advertising has become more devious, more digital, and more deceptive, with an increasing number of ads designed to appear to the untrained eye to be editorial content. It's easy to see why. As we have become smarter at avoiding ads, advertisers have become smarter about disguising them.

Mara Einstein exposes how our shopping, political, and even dating preferences are unwittingly formed by brand images and the mythologies embedded in them. Advertising: What Everyone Needs to Know® helps us combat the effects of manipulative advertising and enables the reader to understand how marketing industries work in the digital age, particularly in their uses and abuses of "Big Data.' Most importantly, it awakens us to advertising's subtle and not-so-subtle impact on our lives--both as individuals and as a global society. What ideas and information are being communicated to us--and to what end?

Introduction Part I: Marketing versus Advertising Part II: The Business of Advertising Part III: Branding and Consumer Behavior Part IV: Media and Media Buying Part V: Creative Part VI: Advertising in the Digital Age Conclusion

ISBN: 9780190625894
ISBN-10: 0190625899
Series: What Everyone Needs To Know (R)
Audience: General
Format: Paperback
Language: English
Number Of Pages: 240
Published: 12th September 2017
Publisher: Oxford University Press Inc
Country of Publication: US
Dimensions (cm): 21.2 x 14.8  x 1.7
Weight (kg): 0.3