{"product_id":"your-ad-here-the-cool-sell-of-guerrilla-marketing-9780814785904","title":"Your Ad Here: The Cool Sell of Guerrilla Marketing","description":"\u003cp\u003e2015 Susanne K. Langer Award for Outstanding Scholarship, Media Ecology Association\u003cbr\u003e2013 Book of the Year, Visual Communication Division, National Communication Association \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003eAmidst the profound upheavals in technology, economics, and culture that mark the contemporary moment, marketing strategies have multiplied, as brand messages creep ever deeper into our private lives. In Your Ad Here, an engaging and timely new book, Michael Serazio investigates the rise of \"guerrilla marketing\" as a way of understanding increasingly covert and interactive flows of commercial persuasion. Digging through a decade of trade press coverage and interviewing dozens of agency CEOs, brand managers, and creative directors, Serazio illuminates a diverse and fascinating set of campaign examples: from the America's Army video game to Pabst Blue Ribbon's \"hipster hijack,\" from buzz agent bloggers and tweeters to The Dark Knight's \"Why So Serious?\" social labyrinth. \u003cp\u003e\u003c\/p\u003eBlending rigorous analysis with eye-opening reporting and lively prose, Your Ad Here reveals the changing ways that commercial culture is produced today. Serazio goes behind-the-scenes with symbolic creators to appreciate the professional logic informing their work, while giving readers a glimpse into this new breed of \"hidden persuaders\" optimized for 21st-century media content, social patterns, and digital platforms. Ultimately, this new form of marketing adds up to a subtle, sophisticated orchestration of consumer conduct and heralds a world of advertising that pretends to have nothing to sell.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Michael Serazio\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e New York University Press\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 04\/05\/2013\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 237\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.80lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.90h x 6.00w x 0.60d\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9780814785904\u003cbr\u003e\u003cbr\u003e\u003cb\u003eReview Citation(s): \u003c\/b\u003e\u003cbr\u003e\u003ci\u003ePublishers Weekly\u003c\/i\u003e 02\/11\/2013 pg. 56\u003cbr\u003e\u003ci\u003eChoice\u003c\/i\u003e 09\/01\/2013\u003cbr\u003e\u003cp\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eMichael Serazio\u003c\/strong\u003e is Assistant Professor in the Department of Communication at Boston College. An award-winning former journalist, he continues to write about popular culture, advertising, and new media for\u003cem\u003e The Atlantic\u003c\/em\u003e, among other publications.\u003c\/p\u003e\u003cbr\u003e","brand":"New York University Press","offers":[{"title":"Paperback","offer_id":40183707959411,"sku":"9.78E+12","price":31.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9255\/0515\/products\/img_ad4f3aa6-6a27-4ae6-8eaf-fe27b42024d5.jpg?v=1655558449","url":"https:\/\/bookstorenmore.com\/products\/your-ad-here-the-cool-sell-of-guerrilla-marketing-9780814785904","provider":"Bookstore N More","version":"1.0","type":"link"}