Advertising: What Everyone Needs to Know®

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Mara Einstein (Professor of Media Studies, Professor of Media Studies, Queens College)

Advertising

What Everyone Needs to Know®

Mara Einstein (Professor of Media Studies, Professor of Media Studies, Queens College)

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English

Oxford University Press
12 September 2017

Society & Social Sciences; Advertising & society; Advertising; Advertising industry; Advertising, marketing & sponsorship law

Series: What Everyone Needs To Know®

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, to pre-roll 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?

By: Mara Einstein (Professor of Media Studies Professor of Media Studies Queens College)
Imprint: Oxford University Press
Country of Publication: United States
Dimensions: Height: 137mm, Width: 208mm, Spine: 15mm
Weight: 272g
ISBN: 9780190625894
ISBN 10: 0190625899
Series: What Everyone Needs To Know®
Pages: 240
Publication Date: 12 September 2017
Audience: General/trade , ELT Advanced
Format: Paperback
Publisher's Status: Active

Introduction Part I: Marketing versus Advertising Part II: The Business of Advertising Part III: Branding and Consumer Behavior Part IV: Media and Media buying Part V: Creative Part VI: Advertising in the Digital Age Conclusion

Mara Einstein is Professor of Media Studies at Queens College, City University of New York. She brings more than twenty-five years of marketing and advertising experience to this work. She has worked as a senior marketing executive in both broadcast (NBC) and cable (MTV Networks) television as well as at major advertising agencies working on such accounts as Miller Lite, Uncle Ben's, and Dole Foods.