{"product_id":"marketing-the-moon-the-selling-of-the-apollo-lunar-program","title":"Marketing the Moon: The Selling of the Apollo Lunar Program","description":"\u003cbody\u003e\n\u003cb\u003eTitle: \u003c\/b\u003eMarketing the Moon: The Selling of the Apollo Lunar Program\n\u003cbr\u003e\u003cb\u003eAuthor: \u003c\/b\u003eDavid Meerman Scott\n\u003cbr\u003e\u003cb\u003eISBN: \u003c\/b\u003e9780262026963\n\u003cbr\u003e\u003cb\u003ePublisher: \u003c\/b\u003eThe MIT Press\n\u003cbr\u003e\u003cb\u003ePublished: \u003c\/b\u003e2014\n\u003cbr\u003e\u003cb\u003eBinding: \u003c\/b\u003eHardcover\n\u003cbr\u003e\u003cb\u003eLanguage: \u003c\/b\u003eEnglish\n\u003cbr\u003e\u003cb\u003eEdition: \u003c\/b\u003eIllustrated\n\u003cbr\u003e\u003cb\u003eNumber of Pages: \u003c\/b\u003e144\n\u003cbr\u003e\u003cb\u003eCondition Note: \u003c\/b\u003eClean, unmarked copy with some edge wear. Good binding. Dust jacket included if issued with one. We ship in recyclable American-made mailers. 100% money-back guarantee on all orders.\n\u003cbr\u003e\u003cb\u003ePublisher Description: \u003c\/b\u003e\u003cb\u003eOne of the most successful public relations campaigns in history, featuring heroic astronauts, press-savvy rocket scientists, enthusiastic reporters, deep-pocketed defense contractors, and Tang.\u003c\/b\u003e\u003cp\u003eIn 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 \u003ci\u003eMy Three Sons\u003c\/i\u003e? Why did a government program whose standard operating procedure had been secrecy turn its greatest achievement into a communal experience? In\u003ci\u003e Marketing the Moon\u003c\/i\u003e, 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. \u003c\/p\u003e\n\u003cp\u003ePrimed by science fiction, magazine articles, and appearances by Wernher von Braun on the \"Tomorrowland\" segments of the \u003ci\u003eDisneyland\u003c\/i\u003e 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.\u003c\/p\u003e\n\u003cp\u003eGenerously illustrated with vintage photographs, artwork, and advertisements, many never published before, \u003ci\u003eMarketing the Moon\u003c\/i\u003e 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.\u003c\/p\u003e\n\u003c\/body\u003e","brand":"The MIT Press","offers":[{"title":"Marketing the Moon: The Selling of the Apollo Lunar Program | David Meerman Scott | Hardcover | 9780262026963 | Used: Very Good | Back Stacks E 1761091","offer_id":49229598916760,"sku":"1761091","price":11.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0492\/1609\/4360\/files\/613tfPmv15L.jpg?v=1781219699","url":"https:\/\/roundaboutbookstore.com\/products\/marketing-the-moon-the-selling-of-the-apollo-lunar-program","provider":"Roundabout Books","version":"1.0","type":"link"}