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ISBN: 0226817490 / ISBN-13: 9780226817491

Breaking Up America: Advertisers and the New Media World

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This book is about the way the advertising industry has been fragmenting America and what that may mean for the media and society. The advertiser's ... Show synopsis

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  • Breaking Up America: Advertisers and the New Media World (University of Chicago Press) – Hardcover (1997)
    by Joseph Turow

    Breaking Up America: Advertisers and the New Media World

    Hardcover, University of Chicago Press
    1997
    English
    New ed.
    242 pages

    ISBN: 0226817490
    ISBN-13: 9780226817491

    A study of target marketing, this text exposes the advertising industry and its strategies for homing in on the American consumer. Combining analysis of contemporary practices with an historical perspective, it traces the shift that began in the mid-1970s when advertisers rejected mass marketing in favour of ever more aggressive target marketing. The text shows how advertisers feature America as a nation that is breaking up. The advertising and media industries have understood, and then responded to, the profound sense of ... Show more

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