Modern Advertising and the Market for Audience Attention PDF Download
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Author: Zoe Sherman
Publisher: Routledge
ISBN: 131551155X
Category : Business & Economics
Languages : en
Pages : 279
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Book Description
Modern advertising was created in the US between 1870 and 1920 when advertisers and the increasingly specialized advertising industry that served them crafted means of reliable access to and knowledge of audiences. This highly original and accessible book re-centers the story of the invention of modern advertising on the question of how access to audiences was streamlined and standardized. Drawing from late-nineteenth and early-twentieth-century materials, especially from the advertising industry’s professional journals and the business press, chapters on the development of print media, billboard, and direct mail advertising illustrate the struggles amongst advertisers, intermediaries, audience-sellers, and often-resistant audiences themselves. Over time, the maturing advertising industry transformed the haphazard business of getting advertisements before the eyes of the public into a market in which audience attention could be traded as a commodity. This book applies economic theory with historical narrative to explain market participants’ ongoing quests to expand the reach of the market and to increase the efficiency of attention harvesting operations. It will be of interest to scholars of contemporary American advertising, the history of advertising more generally, and also of economic history and theory.
Author: Zoe Sherman
Publisher: Routledge
ISBN: 131551155X
Category : Business & Economics
Languages : en
Pages : 279
Get Book Here
Book Description
Modern advertising was created in the US between 1870 and 1920 when advertisers and the increasingly specialized advertising industry that served them crafted means of reliable access to and knowledge of audiences. This highly original and accessible book re-centers the story of the invention of modern advertising on the question of how access to audiences was streamlined and standardized. Drawing from late-nineteenth and early-twentieth-century materials, especially from the advertising industry’s professional journals and the business press, chapters on the development of print media, billboard, and direct mail advertising illustrate the struggles amongst advertisers, intermediaries, audience-sellers, and often-resistant audiences themselves. Over time, the maturing advertising industry transformed the haphazard business of getting advertisements before the eyes of the public into a market in which audience attention could be traded as a commodity. This book applies economic theory with historical narrative to explain market participants’ ongoing quests to expand the reach of the market and to increase the efficiency of attention harvesting operations. It will be of interest to scholars of contemporary American advertising, the history of advertising more generally, and also of economic history and theory.
Author:
Publisher:
ISBN:
Category : English literature
Languages : en
Pages : 1290
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Book Description
A weekly review of politics, literature, theology, and art.
Author: Sir Richard Steele
Publisher:
ISBN:
Category :
Languages : en
Pages : 570
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Book Description
Author:
Publisher: IOS Press
ISBN:
Category :
Languages : en
Pages : 7289
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Book Description
Author: Kathryn Sutherland
Publisher: Routledge
ISBN: 1317045750
Category : Language Arts & Disciplines
Languages : en
Pages : 240
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Book Description
Traditional critical editing, defined by the paper and print limitations of the book, is now considered by many to be inadequate for the expression and interpretation of complex works of literature. At the same time, digital developments are permitting us to extend the range of text objects we can reproduce and investigate critically - not just books, but newspapers, draft manuscripts and inscriptions on stone. Some exponents of the benefits of new information technologies argue that in future all editions should be produced in digital or online form. By contrast, others point to the fact that print, after more than five hundred years of development, continues to set the agenda for how we think about text, even in its non-print forms. This important book brings together leading textual critics, scholarly editors, technical specialists and publishers to discuss whether and how existing paradigms for developing and using critical editions are changing to reflect the increased commitment to and assumed significance of digital tools and methodologies.
Author:
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Category :
Languages : en
Pages : 878
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Book Description
Author: Emily West
Publisher: Taylor & Francis
ISBN: 1000859282
Category : Business & Economics
Languages : en
Pages : 554
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Book Description
This comprehensive second edition provides an updated essential guide to the key issues, methodologies, concepts, debates, and policies that shape our everyday relationship with advertising. This updated edition takes a critical look at advertising and promotion during the explosion of digital and social media, as well as with significant social and cultural shifts, including the COVID-19 pandemic, the rise of the Black Lives Matter movement, the destabilization of democracies and rise of authoritarianism around the world, and intensification of the climate crisis. The book offers global perspectives on advertising and promotion with attention to issues of diversity and difference. It contains eight sections: Historical Perspectives on Advertising and Promotion; Promotional Industries; Advertising Audiences; Advertising Identities; Advertising and/in Crisis; Promotion and Politics; Promotionalism and Its Expansions; and Advertising, Promotion, and the Environment. With chapters written by leading international scholars working at the intersections of media and advertising studies, this book is a go-to source for scholars and students in communication, media studies, and advertising and marketing looking to understand the ways advertising has shaped consumer culture, in the past and present.
Author: Gerhard Brewka
Publisher: IOS Press
ISBN: 9781586036423
Category : Artificial intelligence
Languages : en
Pages : 896
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Book Description
Author: Dongfeng Tao
Publisher: Springer
ISBN: 9811055807
Category : Social Science
Languages : en
Pages : 231
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Book Description
As the first book to introduce and analyze cultural studies in contemporary China, this volume is an important resource for Western scholars wishing to understand the rise and development of cultural studies in China. Organized according to subject, it includes extensive material examining the relationships between culture and politics, as well as culture and institutions in contemporary China. Further, it discusses the development of cultural debates.
Author: Shawn Shimpach
Publisher: Routledge
ISBN: 1351755153
Category : Performing Arts
Languages : en
Pages : 578
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Book Description
Featuring scholarly perspectives from around the globe and drawing on a legacy of television studies, but with an eye toward the future, this authoritative collection examines both the thoroughly global nature of television and the multiple and varied experiences that constitute television in the twenty-first century. Companion chapters include original essays by some of the leading scholars of television studies as well as emerging voices engaging television on six continents, offering readers a truly global range of perspectives. The volume features multidisciplinary analyses that offer models and guides for the study of global television, with approaches focused on the theories, audiences, content, culture, and institutions of television. A wide array of examples and case studies engage the transforming practices, technologies, systems, and texts constituing television around the world today, providing readers with a contemporary and multi-faceted perspective. In this volume, editor Shawn Shimpach has brought together an essential guide to understanding television in the world today, how it works and what it means – perfect for students, scholars, and anyone else interested in television, global media studies, and beyond.
