Breaking Up America: Advertisers and the New Media World
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Book Overview
Combining shrewd analysis of contemporary practices with a historical perspective, Breaking Up America traces the momentous shift that began in the mid-1970s when advertisers rejected mass marketing in favor of more aggressive target marketing. Turow shows how advertisers exploit differences between consumers based on income, age, gender, race, marital status, ethnicity, and lifesyles. "An important book for anyone wanting insight into the advertising and media worlds of today. In plain English, Joe Turow explains not only why our television set is on, but what we are watching. The frightening part is that we are being watched as we do it."--Larry King "Provocative, sweeping and well made . . . Turow draws an efficient portrait of a marketing complex determined to replace the 'society-making media' that had dominated for most of this century with 'segment-making media' that could zero in on the demographic and psychodemographic corners of our 260-million-person consumer marketplace."--Randall Rothenberg, Atlantic Monthly
Format:Paperback
Language:English
ISBN:0226817504
ISBN13:9780226817507
Release Date:December 1998
Publisher:University of Chicago Press
Length:256 Pages
Weight:0.80 lbs.
Dimensions:0.7" x 6.0" x 9.0"
Related Subjects
Accounting Accounting & Finance Advertising Business Business & Finance Business & Investing Communication & Journalism Communication & Media Studies Humanities Marketing Marketing & Sales Media Studies Performing Arts Politics & Social Sciences Research Social Science Social Sciences TextbooksCustomer Reviews
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