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The Commercialization of American Culture : New Advertising, Control and Democracy - Matthew P. McAllister

The Commercialization of American Culture

New Advertising, Control and Democracy

Paperback Published: 1st January 1996
ISBN: 9780803953802
Number Of Pages: 292

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Advertising in the United States has infiltrated virtually every aspect of life from classroom television through supermarket check-out lanes to doctors' surgeries. The advertising industry is constantly seeking new consumer avenues, the most recent including niche marketing, database marketing, cross-promotion and place-based marketing. In this valuable resource, Matthew P McAllister critically assesses the role of advertising in society, examines the recent innovations in technique, and discusses the social and commercial implications of these developments.

Introduction
The Changing Nature of Advertising and Control
Advertising's External and Internal Control
Social Implications
Place-Based Advertising
Control through Location
Controlling Viewer Behavior
Creating the Zapless Ad
Cross Promotion
Control through Cooperation
Sponsorship
Control behind a Philanthropic Facade
Commercials, Control and the Computer Revolution
Conclusion
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780803953802
ISBN-10: 0803953801
Audience: Professional
Format: Paperback
Language: English
Number Of Pages: 292
Published: 1st January 1996
Country of Publication: US
Dimensions (cm): 22.23 x 14.61  x 2.54
Weight (kg): 0.43

Earn 171 Qantas Points
on this Book