Breaking Up America: Advertisers and the New Media World

Joseph Turow (Author)
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Description

Combining shrewd analysis of contemporary practices with a historical perspective, Breaking Up America traces the momentous shift that began in the mid-1970s when advertisers rejected mass marketing in favor of more aggressive target marketing. Turow shows how advertisers exploit differences between consumers based on income, age, gender, race, marital status, ethnicity, and lifesyles.

An important book for anyone wanting insight into the advertising and media worlds of today. In plain English, Joe Turow explains not only why our television set is on, but what we are watching. The frightening part is that we are being watched as we do it.--Larry King

Provocative, sweeping and well made . . . Turow draws an efficient portrait of a marketing complex determined to replace the 'society-making media' that had dominated for most of this century with 'segment-making media' that could zero in on the demographic and psychodemographic corners of our 260-million-person consumer marketplace.--Randall Rothenberg, Atlantic Monthly

Product Details

Price
$44.40
Publisher
University of Chicago Press
Publish Date
May 15, 1997
Pages
256
Dimensions
6.24 X 0.83 X 9.25 inches | 1.05 pounds
Language
English
Type
Hardcover
EAN/UPC
9780226817491
BISAC Categories:

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About the Author

Joseph Turow, called by the New York Times probably the reigning academic expert on media fragmentation, is Robert Lewis Shayon Professor and Associate Dean for Graduate Studies at the Annenberg School for Communication, University of Pennsylvania. He is the the author of Breaking Up America: Advertisers and the New Media World, among other books, and the editor of The Wired Homestead (MIT Press, 2003).