{"product_id":"marketing-the-moon-the-selling-of-the-apollo-lunar-program-9780262026963","title":"Marketing the Moon: The Selling of the Apollo Lunar Program","description":"\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\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\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\u003cbr\u003e\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e MIT Press\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 02\/28\/2014\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9780262026963\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 144\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 2.36lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 11.36h x 9.82w x 0.72d\u003cbr\u003e\u003cbr\u003e\u003cstrong\u003eReview Citations: \u003c\/strong\u003e\u003ci\u003eChoice\u003c\/i\u003e 11\/01\/2014 pg. 471\u003cbr\u003e","brand":"David Meerman Scott, Richard Jurek","offers":[{"title":"Default Title","offer_id":44576538230965,"sku":"9780262026963","price":25.46,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0473\/0804\/6492\/files\/img_9fcba2b5-82d2-43ce-bfc8-2cdae02de0aa.jpg?v=1724175643","url":"https:\/\/pastforward.org\/products\/marketing-the-moon-the-selling-of-the-apollo-lunar-program-9780262026963","provider":"Past Forward","version":"1.0","type":"link"}