Modern Advertising and the Market for Audience Attention
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portes grátis
Modern Advertising and the Market for Audience Attention
The US Advertising Industry's Turn-of-the-Twentieth-Century Transition
Sherman, Zoe
Taylor & Francis Ltd
12/2019
172
Dura
Inglês
9781138201545
15 a 20 dias
453
Descrição não disponível.
Preface Acknowledgements Chapter 1 - Introduction: Audience Attention as Commodity, Commodification as Historical Process - Audience Attention as Commodity - Commodification as Historical Process - Audience Attention as a Fictitious Commodity - Sectors of the Audience Attention Market - Mass media - Outdoor advertising - Direct mail - The Dramatis Personae - Who We the Advertisers? Why Did Their Sales Practices Change? - Who Were the Advertising Professionals? What Were Their Business Practices? - Who Were the Consumers? - The Drama - Conflicting and Complementary Interests - Engaging the State - Growth - Conclusion Chapter 2 - Packaging Readers: Newspaper and Magazine Advertising - Introduction - Newspaper Readers as an Incompletely Tapped Resource - Magazines, Mass Culture, and the Expanded Production of Audiences - Pricing Audiences and Dividing the Spoils - Increasing Efficiency and Intensifying Resource Use - Extensive Mining of Attention - Intensive Mining of Attention - Advertising Professionals Advocate Changed Business Practices for Advertisers and Publishers - Conclusion Chapter 3 - Pricing the Eyes of Passersby: Outdoor Advertising - Introduction - The Outdoor Advertising Supply Chain - Monopoly - Efficiency Gains: Lowering the Cost Per Gaze - Audience Compulsion - Material Inputs - Sequential Rents in Outdoor Advertising - Urbanization and the Governance of Public Space - Conclusion Chapter 4 - Home Invasion: Advertising Delivered Door-to-Door - Introduction - Mining Data to Compile the Mailing List - Social Barriers to Data Collection - The Mailing List as Asset and as Commodity - Mailing List Operating Costs - Creative Content - Paper - Printing - Addressing and Mailing - Technologies and Labor Processes in the Information Economy - Encoding Information - Office Workers - Mechanized Information Processing - Audience Control - Approaching the Supply Chain as Supplicant or Disciplinarian - Disciplining the Profession - Conclusion - Chapter 5 - Conclusion: Multimedia Demands on the Resource of Attention - Advertising of All Sorts - Billboards vs. Newspapers - Decade of conflict: the 1890s - Detente: after 1900 - Direct Mail Enters the Fray - New Media Since 1920 - Contested Property Rights in Attention - Attention Ownership Claims of the Interceptors - Attention as a Common Resource - Living in the Attention Commons
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Rural Free Delivery;Real World Business Environment;billboard;Advertising Association;contemporary American advertising;Direct Mail Marketers;attention-harvesting operations;Attention Market;modern advertising;Public Infrastructure;direct mail advertising;Poster Advertising Association;Outdoor Advertising;Fictitious Commodity;Advertising Professionals;Print Media Advertising;Direct Mail;Patent Medicine Manufacturers;Outdoor Advertising Industry;Vertical Competition;Direct Mail Marketing;Clerical Labor;Advertising Space;List Houses;Sales Letter;Audience Attention;Patent Medicine;Agate Line;United States Post Office
Preface Acknowledgements Chapter 1 - Introduction: Audience Attention as Commodity, Commodification as Historical Process - Audience Attention as Commodity - Commodification as Historical Process - Audience Attention as a Fictitious Commodity - Sectors of the Audience Attention Market - Mass media - Outdoor advertising - Direct mail - The Dramatis Personae - Who We the Advertisers? Why Did Their Sales Practices Change? - Who Were the Advertising Professionals? What Were Their Business Practices? - Who Were the Consumers? - The Drama - Conflicting and Complementary Interests - Engaging the State - Growth - Conclusion Chapter 2 - Packaging Readers: Newspaper and Magazine Advertising - Introduction - Newspaper Readers as an Incompletely Tapped Resource - Magazines, Mass Culture, and the Expanded Production of Audiences - Pricing Audiences and Dividing the Spoils - Increasing Efficiency and Intensifying Resource Use - Extensive Mining of Attention - Intensive Mining of Attention - Advertising Professionals Advocate Changed Business Practices for Advertisers and Publishers - Conclusion Chapter 3 - Pricing the Eyes of Passersby: Outdoor Advertising - Introduction - The Outdoor Advertising Supply Chain - Monopoly - Efficiency Gains: Lowering the Cost Per Gaze - Audience Compulsion - Material Inputs - Sequential Rents in Outdoor Advertising - Urbanization and the Governance of Public Space - Conclusion Chapter 4 - Home Invasion: Advertising Delivered Door-to-Door - Introduction - Mining Data to Compile the Mailing List - Social Barriers to Data Collection - The Mailing List as Asset and as Commodity - Mailing List Operating Costs - Creative Content - Paper - Printing - Addressing and Mailing - Technologies and Labor Processes in the Information Economy - Encoding Information - Office Workers - Mechanized Information Processing - Audience Control - Approaching the Supply Chain as Supplicant or Disciplinarian - Disciplining the Profession - Conclusion - Chapter 5 - Conclusion: Multimedia Demands on the Resource of Attention - Advertising of All Sorts - Billboards vs. Newspapers - Decade of conflict: the 1890s - Detente: after 1900 - Direct Mail Enters the Fray - New Media Since 1920 - Contested Property Rights in Attention - Attention Ownership Claims of the Interceptors - Attention as a Common Resource - Living in the Attention Commons
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
Rural Free Delivery;Real World Business Environment;billboard;Advertising Association;contemporary American advertising;Direct Mail Marketers;attention-harvesting operations;Attention Market;modern advertising;Public Infrastructure;direct mail advertising;Poster Advertising Association;Outdoor Advertising;Fictitious Commodity;Advertising Professionals;Print Media Advertising;Direct Mail;Patent Medicine Manufacturers;Outdoor Advertising Industry;Vertical Competition;Direct Mail Marketing;Clerical Labor;Advertising Space;List Houses;Sales Letter;Audience Attention;Patent Medicine;Agate Line;United States Post Office
