Author Description
3000. That's the number of marketing messages the average American confronts on a daily basis from TV commercials, magazine and newspaper print ads, radio commercials, pop-up ads on gaming apps, pre-roll ads on YouTube videos, and native advertising on mobile news apps. These commercial messages are so pervasive that we cannot help but be affected by perpetual come-ons to keeping buying. Over the last decade, advertising has become more devious, more digital, and more deceptive, with an increasing number of ads designed to appear to the untrained eye to be editorial content. It's easy to see why. As we have become smarter at avoiding ads, advertisers have become smarter about disguising them. Mara Einstein exposes how our shopping, political, and even dating preferences are unwittingly formed by brand images and the mythologies embedded in them. Advertising: What Everyone Needs to Know® helps us combat the effects of manipulative advertising and enables the reader to understand how marketing industries work in the digital age, particularly in their uses and abuses of "Big Data.' Most importantly, it awakens us to advertising's subtle and not-so-subtle impact on our lives--both as individuals and as a global society. What ideas and information are being communicated to us--and to what end?
Menrva's Summary
THE THESIS
This book investigates how the pervasive nature of modern advertising shapes individual preferences and societal values through increasingly deceptive digital strategies. Mara Einstein, a professor of media studies with extensive industry experience, utilizes a comprehensive analysis of current marketing trends to argue that consumers are being manipulated by sophisticated data-driven tactics. She provides a framework for identifying how brand mythologies influence everything from political leanings to personal shopping habits.
THE SCOPE MAP
What You Will Find
- Analysis of digital advertising evolution including native ads and pre-roll content
- Examination of Big Data usage in consumer targeting
- Discussion of the psychological impact of brand mythologies
- Overview of the shift from traditional media to mobile and app-based marketing
Scope Limits
- Does not provide a technical manual for executing marketing campaigns
- Does not focus on the historical development of advertising prior to the digital age
THE AUTHORITY PERSPECTIVE
Experts and educators frequently cite this work as a clear, accessible primer for understanding the mechanics of contemporary media influence. Readers often note that the text provides a sobering look at how data collection impacts daily decision-making processes.
Page Count:
245
Publication Date:
2017-01-01
Publisher:
Oxford University Press
ISBN-10:
0190625910
ISBN-13:
9780190625917
Business
Media Studies
Business Ethics
Marketing
AdvertisingPromotion
Communication
Advertising
Sociology
Consumer Behavior