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Podcast: New Books in Business, Management, and Marketing
Episode: Michael Serazio, âYour Ad Here: The Cool Sell of Guerrilla Marketingâ (NYU Press, 2013)
Description: âPower through freedom.â Michael Serazioâs Your Ad Here: The Cool Sell of Guerrilla Marketing (NYU Press, 2013) traces the mushrooming world of guerrilla marketingâdefined to include word-of-mouth, viral, and advergaming, along with a host of other, often hidden kinds of persuasion. The book describes the ways that advertisers give up âcontrolâ to consumers through âauthenticâ discovery, dialogue, amateurism, the non-sell sell, and even anti-marketing messages themselvesâall of which serve, paradoxically, to reinforce control and commercialism. The consumer subject, writes Serazio drawing on Foucault and Gramsci, is strategically engaged to act without the sense of being acted uponâa kind âcorporate ven...