By Anne M. Cronin
Supplying a close account of up to date outdoors ads and its courting with city house, this ebook examines what the outdoors advertisements tells us concerning the advertisement creation of city area, what practices display approximately modern capitalism, and the way advertisements and billboard buildings interface with areas of the town
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Additional info for Advertising, Commercial Spaces and the Urban
On one level, this corresponds to Callon and Muniesa’s (2005) observation that there is no longer a strict division in calculative practices between (qualitative) judgement and quantitative (or numeric) calculation. But the practices I observed suggest something more – an awareness among practitioners that the referentiality of their classifications and calculation to ‘the real world’ is mutable and flexible, and that the commercial energy or vitalism which is performed in these market practices and relationships can be tapped for their benefit.
Pricing, packaging, promotional events) and extraneous factors including consumer trends and even the impact of the weather (for instance, on sales of summer clothing). This ambiguity is a central feature of the industry in which, Cochoy argues, marketing’s ‘performances are hard to describe, complex to evaluate, and difficult to measure empirically’(1998: 217). This appreciation of advertising’s ambiguous impact is distributed among the various actors in the sector. Research companies specialising in both qualitative and quantitative research reported that producers of goods and services who commissioned them were themselves rather vague about advertising’s effect on ‘sales uplift’.
And on all levels – within media owner firms, media agencies and brand managers at client firms – practitioners are oriented by personal interests, most notably their fear of losing their job due to inadequate performance. Research data can thus be used as an alibi for decisions made. The spokesperson of POSTAR, an industry body that monitors the numbers of people passing poster sites, explained that with the use of official industry figures, ‘at the very least you won’t lose your job because I’m going to provide you with statistical data that says, you know, “not me, guv – the figures said it was ok” ’.
Advertising, Commercial Spaces and the Urban by Anne M. Cronin