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Modern Advertising and the Market for Audience Attention
Af: Zoe Sherman Engelsk Paperback
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kr 48
Modern Advertising and the Market for Audience Attention
Af: Zoe Sherman Engelsk Paperback

Modern advertising was created in the US between 1870 and 1920 when advertisers and the increasingly specialized advertising industry that served them crafted means of reliable access to and knowledge of audiences.





This highly original and accessible book re-centers the story of the invention of modern advertising on the question of how access to audiences was streamlined and standardized. Drawing from late-nineteenth and early-twentieth-century materials, especially from the advertising industry’s professional journals and the business press, chapters on the development of print media, billboard, and direct mail advertising illustrate the struggles amongst advertisers, intermediaries, audience-sellers, and often-resistant audiences themselves. Over time, the maturing advertising industry transformed the haphazard business of getting advertisements before the eyes of the public into a market in which audience attention could be traded as a commodity.





This book applies economic theory with historical narrative to explain market participants’ ongoing quests to expand the reach of the market and to increase the efficiency of attention harvesting operations. It will be of interest to scholars of contemporary American advertising, the history of advertising more generally, and also of economic history and theory.

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Modern advertising was created in the US between 1870 and 1920 when advertisers and the increasingly specialized advertising industry that served them crafted means of reliable access to and knowledge of audiences.





This highly original and accessible book re-centers the story of the invention of modern advertising on the question of how access to audiences was streamlined and standardized. Drawing from late-nineteenth and early-twentieth-century materials, especially from the advertising industry’s professional journals and the business press, chapters on the development of print media, billboard, and direct mail advertising illustrate the struggles amongst advertisers, intermediaries, audience-sellers, and often-resistant audiences themselves. Over time, the maturing advertising industry transformed the haphazard business of getting advertisements before the eyes of the public into a market in which audience attention could be traded as a commodity.





This book applies economic theory with historical narrative to explain market participants’ ongoing quests to expand the reach of the market and to increase the efficiency of attention harvesting operations. It will be of interest to scholars of contemporary American advertising, the history of advertising more generally, and also of economic history and theory.

Produktdetaljer
Sprog: Engelsk
Sider: 186
ISBN-13: 9781032083353
Indbinding: Paperback
Udgave:
ISBN-10: 1032083352
Udg. Dato: 30 jun 2021
Længde: 0mm
Bredde: 234mm
Højde: 156mm
Oplagsdato: 30 jun 2021
Forfatter(e): Zoe Sherman
Forfatter(e) Zoe Sherman


Kategori Amerikansk historie


Sprog Engelsk


Indbinding Paperback


Sider 186


Udgave


Længde 0mm


Bredde 234mm


Højde 156mm

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