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  ,         :   ,     .         ,    .     ,   ,  ,    .      ,      .     (    80 ),  Google   1  ,  Facebook    200000 .   ,    ,    ,   -.

        .      ,    컠  ,     .      ,  ,     .





 

  :  , -      



 . 

 . 

  . 

 . , . 

  . 

  . 



 Mara Einstein, 2016

This edition published by arrangement with OR Books and Synopsis Literary Agency.

    , , .   , 2017



  .      .                        ,         ,           .             5.  (. 49 ),            6  (. 146  ).


* * *


 ,    ,   




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14 2012      堖        .       ( -        )  ,    ,         39.       580/        ,          .      .

    .    ,       .        ,   .        .    .         .       ,    .  Discovery   ,          .

       NASA    .    Stratos,    Red Bull,   ,   ,   ,  .     Red Bull ,    ,       [1 - S.Adam Brasel & James Gips, "Red Bull 'Gives You Wings' for better or worse: A double-edged impact of brand exposure on consumer performance,"  "Nonconscious Processes in Consumer Psychology,"  , Journal of Consumer Psychology, 21 (2011): 5764.].    ,            Red Bull,    ,     ,   ,      ..     ,         .  ,   ,    ,   .

 ,    ,           [2 -   -  .   Red Bull         . . Red Bull and The Dangers of Red Bull's Extreme Athletic Event Marketing ( ).  1  2015 : https://www.youtube.com/watch?v=6uAC8vQ36Sg (https://www.youtube.com/watch?v=6uAC8vQ36Sg).].


* * *

     ,      Stratos,      -,    .             ,        ,  .     (  ), ,     ,    ,      Red Bull.     , ,   , -       . ,      ,     .

     ,  ,     .  Red Bull     .    Advertising Age   -,   Stratos      XXI :    ,         - [3 - "Top Ad Campaigns of the 21st Century," Advertising Age, 2015.  1  2015  : http://adage.com/lp/top15/#stratos (http://adage.com/lp/top15/#stratos).].

Red Bull  -㠖           ( 90%).         .    37      YouTube,        ,    ,     Discovery,   .         ,        .   ,             6 [4 - Darren Heitner, "Red Bull Stratos Worth Tens of Millions of Dollars in Global Exposure of the Red Bull Brand," Forbes, 2012, http://www.forbes.com/sites/darrenheitner/2012/10/15/red-bull-stratos-worth-tens-of-millions-of-dollarsin-global-exposure-for-the-red-bull-brand/ (http://www.forbes.com/sites/darrenheitner/2012/10/15/red-bull-stratos-worth-tens-of-millions-of-dollarsin-global-exposure-for-the-red-bull-brand/) ( 2  2015); Red Bull and The Dangers of Red Bull's Extreme Athletic Event Marketing.].    ࠖ      ,            ,       .       Red Bull  YouTube,    2015    1 ,     ,   -,  Red Bull Media House.       ,    .   Red Bull     .            7%,   1,6 [5 - "Top Ad Campaigns of the 21st Century."].

         Red Bull.




  


        ,      ,     .   ,        ,      .  ,     .

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 ,     ,      ,    ,     ,     [6 - Kelly D. Martin and N. Craig Smith, "Commercializing Social Interaction: The Ethics of Stealth Marketing," INSEAD Business School Research Paper No. 2008/19/ISIC ( 2008), http://ssrn.com/abstract=1111976 (http://ssrn.com/abstract=1111976);Rob Walker, Buying In: What We Buy and Who We Are (New York: Random House, 2010).].     ,               .    ,   ,   ,  ,     -,  , -  - .        ,  :       ,       ,  堖    堖     ,    ,       .

   ,              : 1)          2)          .      ,  젖 -.

            ,     ,  ,    ,       .    BuzzFeed,       . ,      , ,    -. , 51 ,    ,    12  ,      ,         "-"?       ,      Target,         .    ?      ,   .        BuzzFeed.    Facebook  Twitter,     The New York Times.        ,       -,    Netflix,   頖   (Orange Is the New Black)[7 - Melanie Deziel, "Women Inmates: Why the Male Model Doesn't Work," New York Times, http://paidpost.nytimes.com/netflix/women-inmates-separate-but-notequal.htm (http://paidpost.nytimes.com/netflix/women-inmates-separate-but-notequal.htm) ( 14  2015).].

  , -,    -,  , ,  ,     . Red Bull  ,   .      ,      ,     蠖  ,    - , ,  ,    .   Chipotle   ,  ,           (The Scarecrow),            .   Chipotle        .   Pennzoil        (Breaking Barriers)  ,     .          , Pennzoil     National Geographic,   ,      ,    .    䠖  ,       Vine,        .

  ࠖ     ,   ,    , -  - ,     .      ,         젖     ,     ,     .  :          ,   .   ,   ,        .       ,     ,        .    , ,      ,    - .

     ,     .      ,    ,        .  ࠖ   ,     . ,     ,       ,       [8 - Maia Szalavitz, "This is Your Brain on Facebook," 31  2013, http://healthland.time.com/2013/08/31/this-is-your-brain-on-facebook/ (http://healthland.time.com/2013/08/31/this-is-your-brain-on-facebook/) ( 16  2015).].    , ,            ,     ,   ,  ,  ,   [9 - James Meikle, "Twitter is harder to resist than cigarettes and alcohol, study finds," The Guardian, 3  2012, http://www.theguardian.com/technology/2012/feb/03/twitter-resist-cigarettes-alcohol-study (http://www.theguardian.com/technology/2012/feb/03/twitter-resist-cigarettes-alcohol-study) ( 16  2015).].   :  Facebook    81  ,      3040  ,       21  [10 - http://www.ragan.com/Main/Articles/48687.aspx (http://www.ragan.com/Main/Articles/48687.aspx).   ,   ,   Twitter,   ࠖ ,       .     , , ,    .].  2014     2  39     , 2  43    2  14      .        3  4 , 21  40  [11 - "Average daily media use in the United States from 2010 to 2014 (in minutes)," Statista, 2015, http://www.statista.com/statistics/270781/average-daily-mediause-in-the-us/ (http://www.statista.com/statistics/270781/average-daily-mediause-in-the-us/) ( 15  2015).]. ,       ,      ,  .      ,         .     ,       ,        ,   .

       ,        .         .         (, ,  , ,  ),      ().    ,      ,   ( ) -,     .   (,    , )    :   ,   ,              ,  2,6     .   ,        ,       ,      ,     , ,   ,         .

 ,  -  . ,      ,      .   ,  ,    -   ,      .       ,     .   ,       ,      -    ,     ,       .        People  ,      .

,      ,   ,          ,      .    ,       ,        .   ?  ?  ,    ?       .

 ,                .       ,      :         .        :        ,          .     :   ,     ,      .          ,    .

     堖  .  , ,     ,   ,    ,             .    ,      ,   .    ,       ,     .         ,          .    ,        .    ,           .  ,      ,     .   ,   ,       ,       .  ,    , ,    Facebook    Twitter,          .      :     .     ,    , ,    , [12 - Douglas Rushkoff, Program or Be Programmed: Ten Commands for a Digital Age (New York: OR Books, 2010).].

       ,       ,     .    Twitter,         .     #alexfromtarget.   2014  -     Target    ,     .    (     ),    Twitter    #alexfromtarget.     ,        300 000     .    PR-:         .  :         EvanTube  ,    .             ,   [13 -      .    ,  ,    ,    .].       ?  ,   ,       ?  .

  , ,    :     Apple  ,     ?       BuzzFeed ?     Facebook    ?       ,  BuzzFeed  ,    Facebook      ,          ,     .     ,    Facebook.  ,    ,     ,     .  ,        堖   [14 - Daniel Roberts, "Yelp's fake review problem," Fortune, 26  2013, http://fortune.com/2013/09/26/yelps-fake-review-problem/ (http://fortune.com/2013/09/26/yelps-fake-review-problem/) ( 2  2015); David Streitfeld, "Give Yourself 5 Stars? Online, It Might Cost You," New York Times, http://www.nytimes.com/2013/09/23/technology/give-yourself-4-stars-online-it-might-cost-you.html (http://www.nytimes.com/2013/09/23/technology/give-yourself-4-stars-online-it-might-cost-you.html) ( 15 , 2015).             .],        ,                   [15 -   Boston Consulting Group,   37%     ,  ,   "- ",      Facebook  Twitter  . Christine Barton, Lara Koslow, and Christine Beauchamp, "How Millennials Are Changing the Face of Marketing Forever," BCG Perspectives, 2014, https://www.bcgperspectives.com/content/articles/marketing_center_consumer_customer_insight_how_millennials_changing_marketing_forever/?chapter=3 (https://www.bcgperspectives.com/content/articles/marketing_center_consumer_customer_insight_how_millennials_changing_marketing_forever/?chapter=3) ( 25  2015); "Roughly half of Millennials say they like to be one of the first to buy new/trendy products," Marketing to Millennials U. S. Report,  2015, Mintel Group Ltd.].

     ,       ,   ,      , 20 000   140 ,       -,        National Geographic     ?    ,   , , ,     ,             .          ,    ,         堖      .

       ,   ,   .   ,      ,   .        ,        ,  ,   .     ,    ,    .  ,          .  ,     .




 :  


      ,          .          .     ,                .     :       頖   (Orange Is the New Black),        Twitter  ,       Hilton.

   ,     .      (    ).             .    ,        ,   ,       .         . ,       - ,  ,         ,        .  蠖   ,   ,           .      (   ) .

       ,          .   Facebook  ,   .  ,   ,    ,      .             .      :  Groupon   Facebook       (BananaBunker)       . ,        :   ,      ?     ? Groupon  :    !   ,   ?   ![16 - Roo Ciambriello, "Groupon Posted this Product on Facebook, Then Replied to Everyone Who Made a Sex Joke," Adweek, 27  2015, http://www.adweek.com/adfreak/groupon-posted-product-facebook-then-replied-everyone-whomade-sex-joke-163737 (http://www.adweek.com/adfreak/groupon-posted-product-facebook-then-replied-everyone-whomade-sex-joke-163737) ( 12  2015).].    (  12 000 , 18 000   43 000 ),     ,        .    Sonic    ,     堖       .          ,          . ,  . :     ,    ;  :   . , , ; ,   :  .      .            ,      .

         ,  ,     ,     . ,  ,  ,    ,   Twitter ,        . Purina[2 -  Purina     . . .]       :    ,    .  ,        ,   :     Ȼ.         ,    :



@Purina   !     #PurinaDog!      !!! #SquirrelPatrol #HenryDog[17 - https://twitter.com/yoginigangsta/status/448587759641694208 (https://twitter.com/yoginigangsta/status/448587759641694208).]


         ,      Purina,       .      #alexattarget,           .    ,  Purina .

Purina         ,             (    )        .    Purina?   .     ,        .      㠖    ,    ,    .

      蠖   ,      .        .   ,             .     ,   ,              ,      ,  ࠖ  iPad    .    [3 - ,    ,  (. retargeting )   ,   -   ,     ,  - . . .][18 - Tim Ash, "Smart Remarketing: Psychological Tricks to Bring Back Abandoned Visitors," 5 2014, http://marketingland.com/smarter-remarketingpsychological-tricks-abandoned-cart-visitors-108950 (http://marketingland.com/smarter-remarketingpsychological-tricks-abandoned-cart-visitors-108950) ( 15  2015).].  , ,  ,      Google   ,      .  , ,   ,      ,  ,    ,        .         ,   ,    ,           Google.    Google      -:  Netflix     (House of Cards),         (    ), Pinterest    -    ,    .  ,    ,     ,  .

,         Facebook.  2014         ,  ,      .        689 003 ,  ,   .          .   :   Facebook     ,          ?    ,  :       ,      ,  [19 - Gregory S. McNeal, "Facebook Manipulated User News Feeds to Create Emotional Responses," Forbes, 28  2014, http://www.forbes.com/sites/gregorymcneal/2014/06/28/facebook-manipulated-user-news-feeds-to-createemotional-contagion/ (http://www.forbes.com/sites/gregorymcneal/2014/06/28/facebook-manipulated-user-news-feeds-to-createemotional-contagion/) ( 17  2015).].  :  Facebook   ,    !    ,      .   Facebook,         ,   ,     [20 -        . Cullen Hoback, Terms and Conditions May Apply ( , 2013)  Jacob Silverman, Terms of Service: Social Media and the Price of Constant Connection (New York: HarperCollins, 2015).].

:     .     ,      ,         ,             ,        .  젖       .




  =  


   ,     ,    , .    , ,   ,     .   ,   ,   頖 , ,       ,  -  ,     .      ,       .

   ,       ,        [21 -  , , Consumer Reports,    ,      .    .]. ,   ,      .     : , MTV          ,   Comcast  TimeWarner.

    ,     ( )    .   ,    .      (),      ,     ,   3   .      .       ,   ,          . , ,       ,       .          ,        , ,  ,   .

,              . , MTV      ,         . ,  2013  MTV  39      ,     99. ,     463   [22 - Reinvention of MTV Will Drive Advertising Growth," Trefis, 2014, http://www.trefis.com/stock/via/articles/244083/reinvention-of-mtv-will-drive-thenetworks-advertising-growth/2014-06-23 (http://www.trefis.com/stock/via/articles/244083/reinvention-of-mtv-will-drive-thenetworks-advertising-growth/2014-06-23) ( 5  2015).].        .        ,     .

     ,         ,         , , [23 - Anthony Crupi, "Your Favorite Show is Going to Be Canceled And It's All Your Fault," Advertising Age, 3  2015, http://adage.com/article/special-reporttv-upfront/ad-skipping-modern-viewing-killing-favorite-tv/297897/ (http://adage.com/article/special-reporttv-upfront/ad-skipping-modern-viewing-killing-favorite-tv/297897/) ( 4  2015).].  Nielsen,  ,    ,     C3,  ,             .  , ,      ,      ,  .    ,          YouTube, Netflix   .           .   , ,     (Scandal)    (The Walking Dead)  , Nielsen    [24 - "Media, Tech and Big Data" ( Center for Communications, 13  2015).].

  ,      ,    ,      .          ,      ,     .   2014        . ,    .    ,   2015  Procter & Gamble  Unilever       堖   3035%     ,       [25 - Jack Neff, "Brutal TV upfront ahead as buyers, sellers toughen bargaining positions," Advertising Age, 20  2015, 4.].          .  , -  .           ࠖ  ,   .

        .    (  [4 -  ( Y,  ,  , , -)    1981 ,      ,        . . .])  ,              ,      ,         .          70%  ,       57%[26 - "National ADS, Wired-Cable & Over-The-Air Penetration Trends." Television Bureau of Advertising, 2015, http://www.tvb.org/research/media_comparisons/4729/72512 (http://www.tvb.org/research/media_comparisons/4729/72512).     (NCTA) ,      ( 13  2015).        ,   ,     ,    (. http://www.NCTA.com (http://www.ncta.com/)).].  -             .    OTT[5 - Over the top . . .],   ,  , HBO Now  CBS All Access.  ,      ,   Amazon, Hulu  Netflix,      28    [27 - Jack Loechner, "Netflix To Grow Fourfold From 2010 to 2020," Media Post, 5  2015, http://www.mediapost.com/publications/article/244737/netflix-to-growfourfold-from-2010-to-2020.html (http://www.mediapost.com/publications/article/244737/netflix-to-growfourfold-from-2010-to-2020.html) ( 30  2015).].   Nielsen,  40%          [28 - Alexandra Sifferlin, "Americans Are Watching More Streaming Video and Less Live TV," Time, 11  2015, http://time.com/3740865/more-americansstreaming-television/ (http://time.com/3740865/more-americansstreaming-television/) ( 30  2015).].      ,       ,   ,    .

    ,        , Google ,     50   ,      ,      [29 - Jack O'Dwyer, "2014, the year in review," O'Dwyers.  2015, 12.        .         11%,      3%.  2014   99 ,   2013  56.    20 ,      2007    47.].  :  ,           ,     .   ,    ,         . ,   2015     19%,   2018    [30 - Alison McCarthy, "US Ad Spending: Q4 2014 Complete Forecast," eMarketer, 19  2014; Bill Cromwell, "Alas, 2014 wasn't good for advertising," Media Life, 27  2015, http://www.medialifemagazine.com/alas-2014-wasnt-good-for-advertising/ (http://www.medialifemagazine.com/alas-2014-wasnt-good-for-advertising/) ( 3  2015).]. ,    ?

C    ,   .  1980- ,    , 90%        .      :        .       ,            . ,  1990-    (Seinfeld)    30 .        (The Big Bang Theory)      ,              350 000 .      ,       ,          .

 ,   -      , , ,   .            .     ,        ,  , ,      .  Facebook, Twitter, Tumblr  Instagram       ,    ,          .

  ,       , ,     .   ,       ,      (   ) ,       .

     ,            .        ,      ,     .     ,     .        .      ,      ,     . ,    Dole           , ,  ,        .

        .       ,     堖       ,     ,      Dole.                  .  , ,  ,            ,        .

        .       : ,   .           .       ,    ,     .     ( ,      ),     ,   Google.          .            .

      ,      ,     ,      ,   Facebook, Twitter  Tumblr.         .  ,    ,     .          .

      [31 - Sean Corcoran, "Defining Earned, Owned and Paid Media," Forrester Research, 16  2009, http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html (http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html) ( 10  2015).],       .    PR     . ,      :   Groupon,   Facebook,   ,              ,     .




  


      ,          ,     .  ,       .  -   ,          ,      .

      .       .    ,   .      ,         . , ,    ,     . ,       (),     ()    ,     ().      T-Mobile:  ,       AT&T,        ,    300             .  ,     ,   ,    .

                 .     :           堖    [32 -      . Michael Serazio, Your Ad Here: The Cool Sell of Guerrilla Marketing (New York: New York University Press, 2013).]. -  Coca-Cola,   Nike     (Just Do It)    McDonald's      .              .    ,    .       T-Mobile    ,          ,      Facebook   .        ,      .  80 000    (, ,   )      . ,       ,     .

    ,        ,         .  ,        :      , , ܠ      ,   , ,   .       .

, T-Mobile     .            ?   .    .  ,      (Grumpy Cat)? ,     100     ,     ,          [33 - Megan Garber, "Welcome to the Grumpy Cat Industrial Complex," The Atlantic, 8  2014, http://www.theatlantic.com/technology/archive/2014/12/Welcome-to-the-Grumpy-Cat-Industrial-Complex/383532/ (http://www.theatlantic.com/technology/archive/2014/12/Welcome-to-the-Grumpy-Cat-Industrial-Complex/383532/) ( 30  2015).]. :       -  , , 15   ,       13 ,      .   ,         " "?[6 -   (Peanuts)     ,   1950  2000 . . .]      ,  , ,   Geico,   Best Buy    All.

           .      ,   ,  ,      . ,      ? (Will It Blend?)  Blendtec,       ,     ,  ,   .      ,    Twitter,   , ,     .            .  ,  Izea  Ad.ly,                . ,        Tabasco,       ,     .      ,   ,        ,     .       ,    ,           ,     .

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      :     ,         ?

          ,       ,         ,    - .  ,           ,      ,      ,   .          ,      ? ,    ,   ,   ,     Red Bull    .      ,   ,   ,  ,   ,           ,   .  ,        ,   ,       ,     ,               .

     ?   ,     ,     .   ,      ,     .           ,     ,       .  ,     ,    ,         .      .             ,      .

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    ,     ,  , ,  . -,           ,  ,  ,     .   ,    ,        ,    ,   .  , 蠖  蠖 ,     ,        ,           .

 ,    , ,        ,    :   ,   렖      .     ,  .    ,  .       .       ,        ,      .          .         Twitter   Facebook.     ,             .




1.   



   YouTube         (Marc Ecko Tags Air Force One)            : -  (Still free).    ,   ,         .     ࠖ        ,          ,     ,  .       stillfree.com.

   .      ?  !     ?   YouTube ,      .    ,   ( ,   )   ( ).      .    -  Droga5,      .      ,   100%      ,       ,    [34 - Jessica Pressler, "Bullsh*t. The art of the sell, a half-century after Mad Men," New York Magazine, 417  2015, 41.].    :       ,               PR-.

     ,            ,   . ,      , ,      ,     .        ,   .           ,               .      ,  ,    PR       .

         ,         (,        ,  Netflix  AmazonPrime).      ,        ,   Adblock Plus, Blur ( 젖 DoNotTrackMe), Disconnect  Ghostery[35 - Farhad Manjoo, "Ad Blockers and the Nuisance at the Heart of the Modern Web," New York Times, 20  2015, http://www.nytimes.com/2015/08/20/technology/personaltech/ad-blockers-and-the-nuisance-at-the-heart-of-the-modern-web.html (http://www.nytimes.com/2015/08/20/technology/personaltech/ad-blockers-and-the-nuisance-at-the-heart-of-the-modern-web.html) ( 21  2015).].       ,   .      ,   .  91%       ,   - ,         [36 - George Stenitzer, "As More Say 'No' to Ads, It's Time to Immunize Content Marketing," 10  2015, http://contentmarketinginstitute.com/2015/04/noads-content-marketing/ (http://contentmarketinginstitute.com/2015/04/noads-content-marketing/) ( 10  2015).].  ,  ,        ,   ,     Mirriad[37 - Steve Rose, "As seen on TV: why product placement is bigger than ever," The Guardian, 24  2014, http://www.theguardian.com/tv-and-radio/2014/jun/24/breaking-bad-tv-product-placement (http://www.theguardian.com/tv-and-radio/2014/jun/24/breaking-bad-tv-product-placement) ( 3  2015).  ,                ,     . Tae Hyun Baek & Mariko Morimoto, "Stay Away From Me," Journal of Advertising, 41(1), 2012: 5976.].      :  ,      .

      ?       .     , ,    .    ,      蠖     .     ,  , ,            .                ,    -,    Citibank,    American Airlines.       ,       ,       ,     . ,        ,        .             .  Pepsi ,          ,  젖   .              Bentley,       Mitsubishi[38 - "Advertising: It's Everywhere," Media Smarts,http://mediasmarts.ca/marketingconsumerism/advertising-its-everywhere (http://mediasmarts.ca/marketingconsumerism/advertising-its-everywhere) ( 2  2015).]




  .


   .

   ,     (https://www.litres.ru/mara-eynshteyn/reklama-pod-prikrytiem-nativnaya-reklama-kontent-marketing-i-taynyy-mir-prodvizheniya-v-internete/)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .



notes









1


 ࠖ   ,         ()  ,   . . .




2


 Purina     . . .




3


,    ,  (. retargeting )   ,   -   ,     ,  - . . .




4


 ( Y,  ,  , , -)    1981 ,      ,        . . .




5


Over the top . . .




6


  (Peanuts)     ,   1950  2000 . . .










1


S.Adam Brasel & James Gips, "Red Bull 'Gives You Wings' for better or worse: A double-edged impact of brand exposure on consumer performance,"  "Nonconscious Processes in Consumer Psychology,"  , Journal of Consumer Psychology, 21 (2011): 5764.




2


  -  .   Red Bull         . . Red Bull and The Dangers of Red Bull's Extreme Athletic Event Marketing ( ).  1  2015 : https://www.youtube.com/watch?v=6uAC8vQ36Sg (https://www.youtube.com/watch?v=6uAC8vQ36Sg).




3


"Top Ad Campaigns of the 21st Century," Advertising Age, 2015.  1  2015  : http://adage.com/lp/top15/#stratos (http://adage.com/lp/top15/#stratos).




4


Darren Heitner, "Red Bull Stratos Worth Tens of Millions of Dollars in Global Exposure of the Red Bull Brand," Forbes, 2012, http://www.forbes.com/sites/darrenheitner/2012/10/15/red-bull-stratos-worth-tens-of-millions-of-dollarsin-global-exposure-for-the-red-bull-brand/ (http://www.forbes.com/sites/darrenheitner/2012/10/15/red-bull-stratos-worth-tens-of-millions-of-dollarsin-global-exposure-for-the-red-bull-brand/) ( 2  2015); Red Bull and The Dangers of Red Bull's Extreme Athletic Event Marketing.




5


"Top Ad Campaigns of the 21st Century."




6


Kelly D. Martin and N. Craig Smith, "Commercializing Social Interaction: The Ethics of Stealth Marketing," INSEAD Business School Research Paper No. 2008/19/ISIC ( 2008), http://ssrn.com/abstract=1111976 (http://ssrn.com/abstract=1111976);Rob Walker, Buying In: What We Buy and Who We Are (New York: Random House, 2010).




7


Melanie Deziel, "Women Inmates: Why the Male Model Doesn't Work," New York Times, http://paidpost.nytimes.com/netflix/women-inmates-separate-but-notequal.htm (http://paidpost.nytimes.com/netflix/women-inmates-separate-but-notequal.htm) ( 14  2015).




8


Maia Szalavitz, "This is Your Brain on Facebook," 31  2013, http://healthland.time.com/2013/08/31/this-is-your-brain-on-facebook/ (http://healthland.time.com/2013/08/31/this-is-your-brain-on-facebook/) ( 16  2015).




9


James Meikle, "Twitter is harder to resist than cigarettes and alcohol, study finds," The Guardian, 3  2012, http://www.theguardian.com/technology/2012/feb/03/twitter-resist-cigarettes-alcohol-study (http://www.theguardian.com/technology/2012/feb/03/twitter-resist-cigarettes-alcohol-study) ( 16  2015).




10


http://www.ragan.com/Main/Articles/48687.aspx (http://www.ragan.com/Main/Articles/48687.aspx).   ,   ,   Twitter,   ࠖ ,       .     , , ,    .




11


"Average daily media use in the United States from 2010 to 2014 (in minutes)," Statista, 2015, http://www.statista.com/statistics/270781/average-daily-mediause-in-the-us/ (http://www.statista.com/statistics/270781/average-daily-mediause-in-the-us/) ( 15  2015).




12


Douglas Rushkoff, Program or Be Programmed: Ten Commands for a Digital Age (New York: OR Books, 2010).




13


     .    ,  ,    ,    .




14


Daniel Roberts, "Yelp's fake review problem," Fortune, 26  2013, http://fortune.com/2013/09/26/yelps-fake-review-problem/ (http://fortune.com/2013/09/26/yelps-fake-review-problem/) ( 2  2015); David Streitfeld, "Give Yourself 5 Stars? Online, It Might Cost You," New York Times, http://www.nytimes.com/2013/09/23/technology/give-yourself-4-stars-online-it-might-cost-you.html (http://www.nytimes.com/2013/09/23/technology/give-yourself-4-stars-online-it-might-cost-you.html) ( 15 , 2015).             .




15


  Boston Consulting Group,   37%     ,  ,   "- ",      Facebook  Twitter  . Christine Barton, Lara Koslow, and Christine Beauchamp, "How Millennials Are Changing the Face of Marketing Forever," BCG Perspectives, 2014, https://www.bcgperspectives.com/content/articles/marketing_center_consumer_customer_insight_how_millennials_changing_marketing_forever/?chapter=3 (https://www.bcgperspectives.com/content/articles/marketing_center_consumer_customer_insight_how_millennials_changing_marketing_forever/?chapter=3) ( 25  2015); "Roughly half of Millennials say they like to be one of the first to buy new/trendy products," Marketing to Millennials U. S. Report,  2015, Mintel Group Ltd.




16


Roo Ciambriello, "Groupon Posted this Product on Facebook, Then Replied to Everyone Who Made a Sex Joke," Adweek, 27  2015, http://www.adweek.com/adfreak/groupon-posted-product-facebook-then-replied-everyone-whomade-sex-joke-163737 (http://www.adweek.com/adfreak/groupon-posted-product-facebook-then-replied-everyone-whomade-sex-joke-163737) ( 12  2015).




17


https://twitter.com/yoginigangsta/status/448587759641694208 (https://twitter.com/yoginigangsta/status/448587759641694208).




18


Tim Ash, "Smart Remarketing: Psychological Tricks to Bring Back Abandoned Visitors," 5 2014, http://marketingland.com/smarter-remarketingpsychological-tricks-abandoned-cart-visitors-108950 (http://marketingland.com/smarter-remarketingpsychological-tricks-abandoned-cart-visitors-108950) ( 15  2015).




19


Gregory S. McNeal, "Facebook Manipulated User News Feeds to Create Emotional Responses," Forbes, 28  2014, http://www.forbes.com/sites/gregorymcneal/2014/06/28/facebook-manipulated-user-news-feeds-to-createemotional-contagion/ (http://www.forbes.com/sites/gregorymcneal/2014/06/28/facebook-manipulated-user-news-feeds-to-createemotional-contagion/) ( 17  2015).




20


       . Cullen Hoback, Terms and Conditions May Apply ( , 2013)  Jacob Silverman, Terms of Service: Social Media and the Price of Constant Connection (New York: HarperCollins, 2015).




21


 , , Consumer Reports,    ,      .    .




22


Reinvention of MTV Will Drive Advertising Growth," Trefis, 2014, http://www.trefis.com/stock/via/articles/244083/reinvention-of-mtv-will-drive-thenetworks-advertising-growth/2014-06-23 (http://www.trefis.com/stock/via/articles/244083/reinvention-of-mtv-will-drive-thenetworks-advertising-growth/2014-06-23) ( 5  2015).




23


Anthony Crupi, "Your Favorite Show is Going to Be Canceled And It's All Your Fault," Advertising Age, 3  2015, http://adage.com/article/special-reporttv-upfront/ad-skipping-modern-viewing-killing-favorite-tv/297897/ (http://adage.com/article/special-reporttv-upfront/ad-skipping-modern-viewing-killing-favorite-tv/297897/) ( 4  2015).




24


"Media, Tech and Big Data" ( Center for Communications, 13  2015).




25


Jack Neff, "Brutal TV upfront ahead as buyers, sellers toughen bargaining positions," Advertising Age, 20  2015, 4.




26


"National ADS, Wired-Cable & Over-The-Air Penetration Trends." Television Bureau of Advertising, 2015, http://www.tvb.org/research/media_comparisons/4729/72512 (http://www.tvb.org/research/media_comparisons/4729/72512).     (NCTA) ,      ( 13  2015).        ,   ,     ,    (. http://www.NCTA.com (http://www.ncta.com/)).




27


Jack Loechner, "Netflix To Grow Fourfold From 2010 to 2020," Media Post, 5  2015, http://www.mediapost.com/publications/article/244737/netflix-to-growfourfold-from-2010-to-2020.html (http://www.mediapost.com/publications/article/244737/netflix-to-growfourfold-from-2010-to-2020.html) ( 30  2015).




28


Alexandra Sifferlin, "Americans Are Watching More Streaming Video and Less Live TV," Time, 11  2015, http://time.com/3740865/more-americansstreaming-television/ (http://time.com/3740865/more-americansstreaming-television/) ( 30  2015).




29


Jack O'Dwyer, "2014, the year in review," O'Dwyers.  2015, 12.        .         11%,      3%.  2014   99 ,   2013  56.    20 ,      2007    47.




30


Alison McCarthy, "US Ad Spending: Q4 2014 Complete Forecast," eMarketer, 19  2014; Bill Cromwell, "Alas, 2014 wasn't good for advertising," Media Life, 27  2015, http://www.medialifemagazine.com/alas-2014-wasnt-good-for-advertising/ (http://www.medialifemagazine.com/alas-2014-wasnt-good-for-advertising/) ( 3  2015).




31


Sean Corcoran, "Defining Earned, Owned and Paid Media," Forrester Research, 16  2009, http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html (http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html) ( 10  2015).




32


     . Michael Serazio, Your Ad Here: The Cool Sell of Guerrilla Marketing (New York: New York University Press, 2013).




33


Megan Garber, "Welcome to the Grumpy Cat Industrial Complex," The Atlantic, 8  2014, http://www.theatlantic.com/technology/archive/2014/12/Welcome-to-the-Grumpy-Cat-Industrial-Complex/383532/ (http://www.theatlantic.com/technology/archive/2014/12/Welcome-to-the-Grumpy-Cat-Industrial-Complex/383532/) ( 30  2015).




34


Jessica Pressler, "Bullsh*t. The art of the sell, a half-century after Mad Men," New York Magazine, 417  2015, 41.




35


Farhad Manjoo, "Ad Blockers and the Nuisance at the Heart of the Modern Web," New York Times, 20  2015, http://www.nytimes.com/2015/08/20/technology/personaltech/ad-blockers-and-the-nuisance-at-the-heart-of-the-modern-web.html (http://www.nytimes.com/2015/08/20/technology/personaltech/ad-blockers-and-the-nuisance-at-the-heart-of-the-modern-web.html) ( 21  2015).




36


George Stenitzer, "As More Say 'No' to Ads, It's Time to Immunize Content Marketing," 10  2015, http://contentmarketinginstitute.com/2015/04/noads-content-marketing/ (http://contentmarketinginstitute.com/2015/04/noads-content-marketing/) ( 10  2015).




37


Steve Rose, "As seen on TV: why product placement is bigger than ever," The Guardian, 24  2014, http://www.theguardian.com/tv-and-radio/2014/jun/24/breaking-bad-tv-product-placement (http://www.theguardian.com/tv-and-radio/2014/jun/24/breaking-bad-tv-product-placement) ( 3  2015).  ,                ,     . Tae Hyun Baek & Mariko Morimoto, "Stay Away From Me," Journal of Advertising, 41(1), 2012: 5976.




38


"Advertising: It's Everywhere," Media Smarts,http://mediasmarts.ca/marketingconsumerism/advertising-its-everywhere (http://mediasmarts.ca/marketingconsumerism/advertising-its-everywhere) ( 2  2015).


