Black Ops Advertising
Native Ads, Content Marketing, and the Covert World of the Digital Sell
Einstein, Mara
Date Written: 2016-09-13
Publisher: OR Books
Year Published: 2016
Pages: 250pp Price: $18/£13 ISBN: 978-1944869007
Resource Type: Book
Cx Number: CX19773
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.
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