Breaking Up America: Advertisers and the New Media World by Joseph Turow

By Joseph Turow

Combining wise research of latest practices with a old point of view, Breaking Up America strains the momentous shift that all started within the mid-1970s whilst advertisers rejected mass advertising in prefer of extra competitive goal advertising and marketing. Turow exhibits how advertisers take advantage of changes among shoppers according to source of revenue, age, gender, race, marital prestige, ethnicity, and lifesyles.

"An very important e-book for an individual in need of perception into the advertisements and media worlds of this day. In undeniable English, Joe Turow explains not just why our tv set is on, yet what we're observing. The scary half is that we're being watched as we do it."—Larry King

"Provocative, sweeping and good made . . . Turow attracts an effective portrait of a advertising advanced made up our minds to interchange the 'society-making media' that had ruled for many of this century with 'segment-making media' that can 0 in at the demographic and psychodemographic corners of our 260-million-person purchaser marketplace."—Randall Rothenberg, Atlantic Monthly

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L0The generation of the post-World War I1 era, the famous “baby boomers,” grew up much more individualistic than their parents. l2 According to this tale, while the ideological left played its part in unleashing forces of social division, the political right did so, too. Many marketing trend watchers claimed that Ronald Reagan’s election to the presidency in 1980 was evidence of an increasingly divided America. 13 In 1984, when Reagan beat Walter Mondale to win a second term, pollster Daniel Yankelovich pointed out that Mondale personified the core image of selfsacrifice.

3 Colossal industries were born. Many of the factories created products that had been made by hand, often by the user’s family, only a few years before. Other plants turned out things-toothpaste, corn flakes, safety razors, cameras-that nobody had made previously. The volume of “things” produced seemed unlimited. The large number of items encouraged competition between manufacturers of similar goods. One result was the creation of brands. ” Still, to make money on a particular brand of soap or any other mass-produced item, a manufacturer had to make sure that hordes of people were quickly made aware of the products and persuaded to buy them.

Joining ad-agency leaders and academic economists were historian and Librarian of Congress Daniel J. Boorstin, pollster George Gallup, science writer Isaac h i mov, and Federal Trade Commissioner Michael Pertschuk. The diversity of topics was impressive. They ranged from technical papers on copy testing to opinions about industry mergers to prognostications (by h i mov) on advertising in the year 2000. ” The term emerged in several contexts, invariably causing concern. S. homes. ” But, he added, “there’s nothing more frightening, either, because it’s a whole new ball game and I don’t understand it, I know.

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