Wu describes the revolts that have risen against the relentless siege of our awareness, from the remote control to the creation of public broadcasting to Apple's ad-blocking OS.
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From the pre-Madison Avenue birth of advertising to the explosion of the mobile web from AOL and the invention of email to the attention monopolies of Google and Facebook from Ed Sullivan to celebrity power brands like Oprah Winfrey, Kim Kardashian and Donald Trump, the basic business model of "attention merchants" has never changed: free diversion in exchange for a moment of your consideration, sold in turn to the highest-bidding advertiser. Tim Wu argues that this condition is not simply the byproduct of recent technological innovations but the result of more than a century's growth and expansion in the industries that feed on human attention. Few moments or spaces of our day remain uncultivated by the "attention merchants," contributing to the distracted, unfocused tenor of our times. In nearly every moment of our waking lives, we face a barrage of messaging, advertising enticements, branding, sponsored social media, and other efforts to harvest our attention. Feeling attention challenged? Even assaulted? American business depends on it. Fair bargaining is over.įrom Tim Wu, author of the award-winning The Master Switch ( a New Yorker and Fortune Book of the Year) and who coined the term "net neutrality"-a revelatory, ambitious and urgent account of how the capture and re-sale of human attention became the defining industry of our time. In a momentous shift, the economics of information will turn our economy on its head. We may think that the Internet lets us find the best deals, but the extensive information companies have about us means that the price we see tends toward the maximum they know we can pay. Data giants know everything about us before we enter stores or open our browsers. As the consumer age fades into history, rapidly changing prices and complex offers tailored to each individual are spreading like a fog over the free market. From college tuition to plane tickets to groceries to medicine, companies already set varying prices based on intimate knowledge of individual wants and purchasing power. Mongan show how companies use what they know about you to determine how much you are willing to pay for everything you buy. This massive trove of data represents one of the most valuable assets on the planet.
But what if corporations were using that data to control your decisions? As millions of consumers carry on unaware, powerful corporations race to collect more and more data about our behaviors, needs, and desires. You don't care who can access your data because you have nothing to hide. Whether they are new to Berger's lively style of teaching and writing or loyal adopters, advertising and media professors will want to check out the latest edition of this text. The book also comes complete with updated ads and Berger's signature drawings. This new edition features up-to-date examples and new theoretical material, including expanded discussions of a number of topics, such as Weber's study of religion and its role in consumption, the role of the unconscious and emotion in shaping consumer behavior, the way brands shape the behavior of "mall girls," sexuality and advertising, and Maslow's theory of needs. Arthur Asa Berger looks at marketing strategies, sex and advertising, consumer culture, political advertising, and communication theory and process to give an accessible overview of advertising in America. Now in its fourth edition, the popular Ads, Fads, and Consumer Culture is an engaging cultural studies critique of contemporary advertising and its impacts on American society.
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According to Kotler offers his insightful, thought-provoking answers to questions such as: - What effects are dynamics like globalization, hyper competition, and the Internet having on marketing? - What marketing strategies make sense during a recession? - What are holistic marketing and reverse marketing? - How can a local brand be turned into a global brand? - What signs might indicate a need for a change in strategy? - What does the marketing department of the future look like? Kotler expounds on these and many other questions in this fascinating, landmark book no marketing professional should be without. Kotler provides answers to some of the toughest ones, revealing his philosophies on marketing topics including strategy, product, price, place, promotion, marketing research and planning, direct marketing, small business marketing, and more. Over the years, world-renowned marketing guru Philip Kotler has been asked thousands of questions by clients, students, business audiences, and journalists.