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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.
Why should this concern us? Because personal data, personal relationships, and our very identities are being repackaged in pursuit of corporate profits. Because tracking and manipulation of data make "likes" and tweets and followers the currency of importance, rather than scientific achievement or artistic talent or information the electorate needs to fully function in a democracy. And because we are being manipulated to spend time with technology, to interact with "friends," to always be on, even when it is to our physical and mental detriment.
Customer ReviewsMost Helpful
By Amazon Customer on 04-11-17
Stealthy Title Is as Tricky as the Tactics it Attacks
Started off with excellent information about how digital ads workin a number of different contexts.
Then it morphed into a strong editorial opinion, poorly documented, generalizing unethical practices as something every publisher does with joy.
It finishes with one of the most self complementary autobiographical diatribes, proclaiming everyone should be stuck in the past like the author, and suggesting all of the public is too dumb to know the difference between an ad and a story.
Simply not worth reading another word after the halfway point.
1 of 1 people found this review helpful
Customer ReviewsMost Helpful
By Ryan on 09-11-17
Not exactly what I thought it would be
It was ok.. I was thinki g that it would be a good book to read about advertising but really was more of an anti advertising book. Not bad though.
By stryder on 02-17-17
The realities of modern day marketing, fake news, PR
This is a superb book explaining the realities of modern day marketing. I recommended it to my seniors who have naive and magical expectations of digital marketing marketing, how the marketing world has changed because of digital and this book helped them "get it".
I highly recommend everyday people to read this book to make themselves aware of how they are manipulated by modern day marketing in ways they don't realise.
The book is exceptionally well researched, written and read.
I had to drop a star on the review as:
I felt low about my profession and the future of business and society in a digital world
The author is critical of social media, advises on vacations or minimal use, yet is on social media herself (can be forgiven as this seems inescapable and she has books and a career to promote).