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" Breaking up America : "
Joseph Turow.
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BL
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| Record Number
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625408
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| Doc. No
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dltt
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| Main Entry
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Turow, Joseph.
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| Title & Author
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Breaking up America : : advertisers and the new media world /\ Joseph Turow.
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| Publication Statement
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Chicago :: University of Chicago Press,, 1997.
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| Page. NO
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xiv, 242 p. ;; 24 cm.
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| ISBN
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0226817490 (alk. paper)
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: 9780226817491 (alk. paper)
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: 0226817504
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: 9780226817507
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| Bibliographies/Indexes
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Includes bibliographical references (p. 201-230) and index.
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| Contents
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Targeting a new world. -- In mass marketing's shadow. -- The roots of division. -- Mapping a fractured society. -- Signaling divisions. -- Tailoring differences. -- Planning a fractured future. -- Image tribes.
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| Abstract
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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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| Subject
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Advertising-- Social aspects-- United States.
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| Subject
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Target marketing-- United States.
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| LC Classification
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HF5813.U6T85 1997
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