New Book: Black Ops Advertising: Native Ads, Content Marketing & the Covert World of the Digital Sell
"Reading Mara Einstein is like putting on magic glasses that let you see the advertising all around you, all the time. Whether you're looking to sell, or hoping to resist, here is the state of the art.”
—Douglas Rushkoff, author, Throwing Rocks at the Google Bus, Present Shock
The newest forms of advertising are ones we cannot see. From Facebook to Talking Points Memo to the New York Times, often what looks like fact-based journalism is not. It’s advertising. Not only are ads indistinguishable from reporting, the Internet we rely on for news, opinions and even impartial sales content is now the ultimate corporate tool. Reader beware: content without a corporate sponsor lurking behind it is rare indeed.
Black Ops Advertising dissects this rapid rise of “sponsored content,” a strategy whereby advertisers have become publishers and publishers create advertising—all under the guise of unbiased information. Covert selling, mostly in the form of native advertising and content marketing, has so blurred the lines between editorial content and marketing message that it is next to impossible to tell real news from paid endorsements. In the 21st century, instead of telling us to buy, buy, BUY, marketers “engage” with us so that we share, share, SHARE—the ultimate subtle sell.
Mara Einstein is professor of media studies at Queens College, City University of New York, and an independent marketing consultant. She has been working in, or writing about, media and marketing for more than 25 years, and been an executive at NBC, MTV Networks, and at major advertising agencies. Dr. Einstein is the author of a number of books, including Compassion, Inc. (University of California Press), which examines the growing trend of promoting consumer products as a means to fund social causes and effective social change.
Appropriate for classes in advertising, marketing, cultural studies and media criticism.
Go to OR Books, for more information: http://www.orbooks.com/
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