Mara Einstein

Black Ops Advertising

Native Ads, Content Marketing and the Covert World of the Digital Sell

• Broschiertes Buch

Produktbeschreibung

Examines the rise of native advertising and content marketing, which disguise advertising as news or editorial content.

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Produktdetails

• Verlag: OR Books
• Seitenzahl: 252
• Erscheinungstermin: 13. September 2016
• Englisch
• Abmessung: 188mm x 126mm x 20mm
• Gewicht: 292g
• ISBN-13: 9781944869007
• ISBN-10: 194486900X
• Artikelnr.: 44709242

Autorenporträt

Mara Einstein is professor of media studies at Queens College, City University of New York, and an independent marketing consultant. She has been working in, or writing about, media and marketing for more than 25 years, and been an executive at NBC, MTV Networks, and at major advertising agencies. Dr. Einstein is the author of a number of books, including Compassion, Inc. (University of California Press), which examines the growing trend of promoting consumer products as a means to fund social causes and effective social change.

Inhaltsangabe

INTRODUCTION
WHY ADS DON’T LOOK LIKE ADS 8
CHAPTER 1
FROM MASS TO MILLENNIALS 31
CHAPTER 2
WHAT WE SHARE & WHY WE SHARE 55
CHAPTER 3
NATIVE ADVERTISING: PUBLISHERS AS MARKETERS 84
CHAPTER 4
CONTENT MARKETING: MARKETERS AS PUBLISHERS 114
CHAPTER 5
THE DIGITAL SELL: BIG DATA, PROGRAMMATIC BUYING, AND LIVING BY THE NUMBERS
146
CHAPTER 6
THE (DIS)EMPOWERED CONSUMER 175
CHAPTER 7
ADVERTISING OURSELVES TO DEATH 189