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Marketing the Moon - The Selling of the Apollo Lunar Program (Hardcover)
Loot Price: R573
Discovery Miles 5 730
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Marketing the Moon - The Selling of the Apollo Lunar Program (Hardcover)
Series: The MIT Press
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List price R695
Loot Price R573
Discovery Miles 5 730
You Save R122 (18%)
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One of the most successful public relations campaigns in history,
featuring heroic astronauts, press-savvy rocket scientists,
enthusiastic reporters, deep-pocketed defense contractors, and
Tang. In July 1969, ninety-four percent of American televisions
were tuned to coverage of Apollo 11's mission to the moon. How did
space exploration, once the purview of rocket scientists, reach a
larger audience than My Three Sons? Why did a government program
whose standard operating procedure had been secrecy turn its
greatest achievement into a communal experience? In Marketing the
Moon, David Meerman Scott and Richard Jurek tell the story of one
of the most successful marketing and public relations campaigns in
history: the selling of the Apollo program. Primed by science
fiction, magazine articles, and appearances by Wernher von Braun on
the "Tomorrowland" segments of the Disneyland prime time television
show, Americans were a receptive audience for NASA's pioneering
"brand journalism." Scott and Jurek describe sophisticated efforts
by NASA and its many contractors to market the facts about space
travel-through press releases, bylined articles, lavishly detailed
background materials, and fully produced radio and television
features-rather than push an agenda. American astronauts, who
signed exclusive agreements with Life magazine, became the heroic
and patriotic faces of the program. And there was some judicious
product placement: Hasselblad was the "first camera on the moon";
Sony cassette recorders and supplies of Tang were on board the
capsule; and astronauts were equipped with the Exer-Genie personal
exerciser. Everyone wanted a place on the bandwagon. Generously
illustrated with vintage photographs, artwork, and advertisements,
many never published before, Marketing the Moon shows that when
Neil Armstrong took that giant leap for mankind, it was a triumph
not just for American engineering and rocketry but for American
marketing and public relations.
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