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Books about the future of Advertising
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58 Advertising

. Books about the future of Advertising

The Ubiquitous Persuaders
by George Parker

A fifty year update on the Vance Packard classic, The Hidden Persuaders.

Free: The Future of a Radical Price
by Chris Anderson

My new book, FREE: The Future of a Radical Price, is about a counterintuitive notion: that you can make money by giving things away. Actually, it’s pretty surprising that is still controversial, given that it’s the foundation of the long-standing broadcast media model (radio and television are “free to air”, supported by advertising) to say nothing of the billions in profit made every year by my hosts here at Google. But Free is perhaps the most misunderstood four-letter word beginning with “F” in the English language, which is why I wrote a book about it. The debate the book has sparked is evidence of how polarizing and disruptive the concept still is.

What Would Google Do?
by Jeff Jarvis

Jarvis, columnist and blogger about media, presents his ideas for surviving and prospering in the Internet age, with its new set of rules for emerging technologies as well as industries such as retail, manufacturing, and service. We learn that customers are now in charge, people anywhere can find each other and join forces to support a company’s efforts or oppose them, life and business are more public, conversation has replaced marketing, and openness is the key to success. Jarvis’ other laws include being a platform (help users create products, businesses, communities, and networks of their own); hand over control to anyone; middlemen are doomed; and your worst customer is your best friend, and your best customer is your partner. Jarvis offers thought-provoking observations and valuable examples for individuals and businesses seeking to fully participate in our Internet culture and maximize the opportunities it offers. It is unclear what role Google played, if any, in the preparation of this book, which provides excellent advertising for the company. -- Mary Whaley

Twitterville: How Businesses Can Thrive in the New Global Neighborhoods
by Shel Israel

Twitter is the most rapidly adopted communication tool in history, going from zero to ten million users in just over two years. On Twitter, word can spread faster than wildfire. Companies no longer have the option of ignoring the conversation.

Unlike other hot social media spaces, Twitterville is dominated by professionals, not students. And despite its size, it still feels like a small town. Twitter allows people to interact much the way they do face-to-face, honestly and authentically. One minute, you’re com- plaining about the weather with local friends, the next, you’re talking shop with a colleague based halfway across the globe.

No matter where you’re from or what you do for a living, you will find conversations on Twitter that are valuable. Despite the millions of people joining the site, you’ll quickly find the ones who can make a difference to you.

Social media writer Shel Israel shares revealing stories of Twitterville residents, from CEOs to the student who became the first to report the devastation of the Szechuan earthquake; from visionaries trying to raise money for a cause to citizen journalists who outshine traditional media companies.

Israel introduces you to trailblazers such as:

· Frank Eliason, who used Twitter to reverse Comcast’s blemished customer service reputation
· Bill Fergus, who was on the team at Henry Ford Medical Center during the first “live tweeted” surgery
· Scott Monty, social media officer for Ford, who held off a mob of misinformed Ranger fans and averted a PR crisis
· Connie Reece, who used Twitter to raise tens of thousands of dollars for cancer patients in need
· The Coffee Groundz, a Houston-area coffee shop that uses Twitter to pack the tables (and fight off Starbucks)

Twitterville features many true stories as dramatic as these. But it also recounts those of ordinary businesspeople who use Twitter to get closer to their customers. And it explains how global neighborhoods will make geography increasingly irrelevant.
It even explains why people sometimes really do care what you had for lunch.

And Then There's This: How Stories Live and Die in Viral Culture
by Bill Wasik

When we hear a news story or a new song, pass along celebrity gossip or form an opinion about a political candidate, we participate in a media culture based on trends - stories that are created, live and die like living organisms. Sometimes they blossom and wither in mere days; other times they grow and grow. They can translate into fortunes for their creators, shape the way we live our lives or influence whom we elect to run our country.

Bill Wasik, creator of the famous Flash Mob movement and senior editor at Harper's Magazine, investigates this mysterious world of viral culture in an illuminating and hilarious new book: And Then There's This: How Stories Live and Die in Viral Culture. The Internet, he argues, is not making the media more like everyday people, but making everyday people more like the media - obsessed with fads, with fame, with getting the story first at any cost, with novelty for its own sake. Our burgeoning online culture is being built not by starry-eyed amateurs but by a new breed of canny cultural operator who balances cynicism with science as he or she learns to engineer viral videos, contagious websites, indie-rock hits and political smears.

In And Then There's This, Wasik travels through this world not as a sober outsider, but as a giddy Internet storyteller himself, conducting six experiments including the invention of what became the 2003 worldwide Flash Mob fad, which used emails to gather people together into absurd groups in urban spaces. He tours through the worlds of politics, business and music, revealing his own tests, describing the projects of others and laying out the human psychology that so inexorably draws us into the churn of a new, novelty-obsessed online existence.

And Then There's This is a must-read for anyone in journalism, business, music, politics or information technology. For everyone else, its great, eye-opening fun.

Microtrends: The Small Forces Behind Tomorrow's Big Changes
by Mark Penn

Penn and his co-author E. Kinney Zalesne argue that the biggest trends in America are the microtrends -- the smaller trends that go unnoticed or even ignored. One percent of the nation, or 3 million people, can create new markets for a business, spark a social movement, or produce political change.

Microtrends takes the reader deep into the worlds of polling, targeting, and psychographic analysis, reaching tantalizing conclusions through lively analysis. Microtrends highlights everything from business and politics to leisure and relationships.

Here Comes Everybody
by Clay Shirky

A revelatory examination of how the wildfirelike spread of new forms of social interaction enabled by technology is changing the way humans form groups and exist within them, with profound long-term economic and social effects-for good and for ill

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