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9780803953802 Academic Inspection Copy

The Commercialization of American Culture

New Advertising, Control and Democracy
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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
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