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Breaking Up America Advertisers and the New Media World cover
  • ISBN: 9780226817507
  • ISBN10: 0226817504

Breaking Up America Advertisers and the New Media World

by Joseph Turow

  • Binding: Paperback
  • Publisher: Univ of Chicago Pr
  • Publish date: 11/01/1998
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Description
Combining shrewd analysis of contemporary practices with a historical perspective, Breaking Up America traces the momentous shift that began in the mid-1970s when advertisers rejected mass marketing in favor of more aggressive target marketing. Turow shows how advertisers exploit differences between consumers based on income, age, gender, race, marital status, ethnicity, and lifesyles.
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