000			03380cam a2200529 i 4500
001			ocn814982217
003			OCoLC
005			20251028093259.0
008			121025s2013 nyu b 001 0 eng
010			_a 2012042108
035			_a(Sirsi) i9780814745472
040			_aDLC _beng _erda _cDLC _dYDX _dYDXCP _dBTCTA _dUKMGB _dBDX _dWIQ _dBWX _dOCLCO _dCOO _dYUS _dMUU _dCDX _dPUL _dSTF _dOCLCF _dVF$
016	7		_a016251861 _2Uk
020			_a9780814745472 (cl : alk. paper)
020			_a0814745474 (cl : alk. paper)
020			_a9780814785904 (pb : alk. paper)
020			_a0814785905 (pb : alk. paper)
020			_z9780814764947 (e-book)
020			_z9780814724590 (e-book)
020			_a0814764940 (ebk.)
020			_a9780814764947 (ebk.)
020			_a0814724590 (ebk.)
020			_a9780814724590 (ebk.)
024	8		_a40022124752
035			_a(OCoLC)814982217
042			_apcc
050	0	0	_aHF 5415 _b.S373 2013
049			_aVF$A
100	1		_aSerazio, Michael.
245	1	0	_aYour ad here : _bthe cool sell of guerrilla marketing / _cMichael Serazio.
264		1	_aNew York : _bNew York University Press, _c[2013]
300			_ax, 227 pages ; _c24 cm.
336			_atext _2rdacontent
337			_aunmediated _2rdamedia
338			_avolume _2rdacarrier
490	1		_aPostmillennial pop
504			_aIncludes bibliographical references (pages 203-215) and index.
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	_aMarketing. _2fast _0(OCoLC)fst01010167
650		7	_aMarketing _xTechnological innovations. _2fast _0(OCoLC)fst01010260
830		0	_aPostmillennial pop.
994			_aC0 _bVF$
999			_c133010 _d133010