看这、听那、点击：让你不断消费的媒体背后3000亿美元的商业 Watch This, Listen Up, Click Here:
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作者： David Verklin著
出 版 社： John Wiley & Sons
出版时间： 2007-1-1字数：版次： 1页数： 221印刷时间： 2007/04/01开本：印次：纸张： 胶版纸I S B N ： 9780470056431包装： 精装编辑推荐
作者简介：
David Verklin is chief executive of the largest independent media buying operation in the world, Carat Americas and Asia, with $5.5 billion in annual billings. He speaks to management executives both inside and outside the worlds of marketing, media and management. Recently, The Myers Report named him one of the American media industry’s most influential people. He is regularly quoted in The New York Times, The Wall Street Journal, USA Today, the Washington Post and the trade press and serves as a media analyst for CNBC, ESPN and MSNBC.
内容简介
A media and advertising CEO explains how his world shapes ours
The TV program coming into our living rooms isn't free. It's a simple Faustian bargain consumers have made but one with enormous implications. It means that David Verklin, CEO of one of the world's largest ad-buying companies, and his clients-the world's largest advertisers-control what TV programs get aired, what magazines get published, and how Google and Yahoo stay in (very healthy) business. In Watch This, Listen Up, Click Here, Verklin and Kanner expose the inner workings of the media, marketing, and advertising industries. Readers will learn why their favorite shows get cancelled, why Oprah gives away cars, and how money, people, politics, and new technologies are transforming TV, the Internet, radio, magazines, and other media Americans consume every day.
David Verklin (New York, NY) is CEO of Carat Americas, the world's largest independent media buying operation. He frequently speaks to executives in marketing, media, and management. Bernice Kanner (d. 2006) was a marketing expert and author for 13 years of New York magazine's "On Madison Avenue" column.
目录
A. THE LAY OF MEDIALAND.
1. You Watched 33 Hours of TV Last Week, Didn't You?
2. What "Revelations" Revealed…and "Nipplegate" Confirmed.
3. Why Advertisers Stopped Laughing at Sitcoms.
4. Why Ratings are Overrated.
5. Why Newspapers Hate Craig and His Infamous "List".
6. Why Outdoor Companies Pray for Traffic Jams.
7. Why the Super Bowl is Still Super.
B. A WHOLE NEW BALL GAME.
8. Why Google Has Upset the Apple Cart.
9. Why Wikipedia Ticks Off the Other Media.
10. Why a Killer Video Game is the U.S. Army's Best Recruitment Tool .
11. Why Howard Stern Is Earning Sirius Money.
12. Why Oprah Gave Away Pontiacs.
13. Data Mining: Why Your TV May Think You're Gay.
14. Search: How Aubuchon Bested the Hardware Goliaths.
15. Why Honda Hates the Internet and Those Who Haunt It.
16. Why Grown Men Visit LegoLand.
17. Why You Can't Find a Cell Phone Just for Talking.
18. Why, If You've Signed Up on the Do-Not-Call Registry, You're Still Besieged by Telemarketers.
19. Why You Won't Have a Clue That General Motors is Behind That Blog.
20. Why the New Yorker Was Trashed For Teaming with Target.
21. Why Our Eyeballs Stopped Counting.
22. Why the Smart Money Moved Its Chips from Poker to Bulls.
C. TOMORROW.
23. What’s Really Sexy About Porn? (It’s a Peek at What’s to Come).
