9780262026963-0262026961-Marketing the Moon: The Selling of the Apollo Lunar Program (The MIT Press)

Marketing the Moon: The Selling of the Apollo Lunar Program (The MIT Press)

ISBN-13: 9780262026963
ISBN-10: 0262026961
Edition: Illustrated
Author: Scott, David Meerman, Jurek, Richard
Publication date: 2014
Publisher: The MIT Press
Format: Hardcover 144 pages
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Book details

ISBN-13: 9780262026963
ISBN-10: 0262026961
Edition: Illustrated
Author: Scott, David Meerman, Jurek, Richard
Publication date: 2014
Publisher: The MIT Press
Format: Hardcover 144 pages

Summary

Acknowledged authors Scott, David Meerman, Jurek, Richard wrote Marketing the Moon: The Selling of the Apollo Lunar Program (The MIT Press) comprising 144 pages back in 2014. Textbook and eTextbook are published under ISBN 0262026961 and 9780262026963. Since then Marketing the Moon: The Selling of the Apollo Lunar Program (The MIT Press) textbook was available to sell back to BooksRun online for the top buyback price or rent at the marketplace.

Description

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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