- Category: Books » Business & Economics » Advertising & Promotion
- Format: Hardcover Learn more about the Hardcover format using Tower WIKI.
- Publisher: Univ of Chicago Pr
- ISBN: 0226817490
- WAPI (Tower ID): 100995941
- Release Date: May 15, 1997
- Average Customer Review: There are no customer reviews yet. Be the first to write a review!
- Tower.com Sales Rank: #876556 in Books (See Top 100 Books Bestsellers)
- #37959 in Business & Economics (See Top 100 Business & Economics Bestsellers)
- #379 in Advertising & Promotion (See Top 100 Advertising & Promotion Bestsellers)
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Product DescriptionMore Books by Joseph Turow (Author)Run a Quick Search on "Breaking Up America" by Joseph Turow to Browse Related Products:Browse more products related to "Breaking Up America"Browse more products related to "Joseph Turow"Review"Here's the argument from media expert Turow: The current price of targeting advertising to highly defined market segments is dividing the country into increasingly insular groups of people who care only about others like themselves....An intriguing book." "Breaking Up America is a well-researched, if depressing, look at the important phenomenon of target marketing and its impact on society." Publisher's noteThis book is about the way the advertising industry has been fragmenting America and what that may mean for the media and society. The advertiser's aim has been to package individuals, or groups of people, in ways that make them useful targets. But the ad industry's vision of America is one of a fractured population of self-indulgent, suspicious individuals who reach out only to people like themselves, and the ads it creates both reflect and promote this view. Combining shrewd analysis of contemporary practices with a historical perspective, Turow traces the momentous shift that began in the mid-1970s when advertisers rejected mass marketing in favor of ever more aggressive target marketing. It is a strategy that includes all marketing vehicles, from cable TV to catalogs, direct mail to radio, newspapers to supermarket promotions. Turow shows how advertisers exploit differences between consumers based on income, age, gender, race, marital status, ethnicity, and lifestyles. With increased technology, advertising can easily enter individuals' private spaces - their homes, cars, and offices - with news, entertainment, and commercial messages aimed specifically at them. As the major support system of American media, the ad industry has encouraged market segmentation and the creation of customized media. Ultimately, Turow predicts this trend will cause an erosion of tolerance and cooperation within U.S. society. If You Enjoy "Breaking Up America (Hardcover)", May We Also Recommend:
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