Breaking Up America - Advertisers and the New Media World

Preface1. Targeting a New World2. In Mass Marketing's Shadow3. The Roots of Division4. Mapping a Fractured Society5. Signaling Divisions6. Tailoring Differences7. Planning a Fractured Future8. Image TribesNotesIndex

Summary

A study of target marketing, this text exposes the advertising industry's strategies for homing in on American consumers. Combining analysis of contemporary practices with an historical perspective, it examines the mid-1970s when mass marketing was dropped in favour of aggressive target marketing.

Product details

• Authors: Joseph Turow, Turow Joseph
• Publisher: University Presses
• Languages: English
• Product format: Paperback / Softback
• Released: 15.12.1998
• EAN: 9780226817507
• ISBN: 978-0-226-81750-7
• No. of pages: 256
• Dimensions: 16 mm x 23 mm x 2 mm
• Weight: 397 g
• Subjects: Social sciences, law, business > Business > Advertising, marketing; USA, Advertising, Market research, BUSINESS & ECONOMICS / Advertising & Promotion, BUSINESS & ECONOMICS / Marketing / Research, BUSINESS & ECONOMICS / Industries / Media & Communications, United States of America, USA, Advertising Industry