TY  - BOOK
AU  - Scott,David Meerman
AU  - Jurek,Richard
AU  - Cernan, Captain Eugene A.
TI  - Marketing the moon: the selling of the Apollo lunar program 
SN  - 9780262026963
AV  - TL789.8.U6 A58156 2014
U1  - 659.2/9629454 23
PY  - 2014///
CY  - Cambridge, Massachusetts
PB  - The MIT Press
KW  - Project Apollo (U.S.)
KW  - Public relations
KW  - History
KW  - United States
KW  - National Aeronautics and Space Administration
KW  - Space flight to the moon
KW  - Moon
KW  - Exploration
KW  - Astronautics
KW  - Press coverage
N1  - Includes bibliographical references (pages 126-129)
N2  - In July 1969, ninety-four percent of American televisions were tuned to coverage ofApollo 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 whosestandard operating procedure had been secrecy turn its greatest achievement into a communalexperience? In Marketing the Moon , David Meerman Scott and Richard Jurek tellthe story of one of the most successful marketing and public relations campaigns in history: theselling of the Apollo program. Primed by science fiction, magazine articles, andappearances by Wernher von Braun on the "Tomorrowland" segments of the Disneyland prime time television show, Americans were a receptive audience forNASA's pioneering "brand journalism." Scott and Jurek describe sophisticated efforts byNASA 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 televisionfeatures -- rather than push an agenda. American astronauts, who signed exclusive agreements withLife magazine, became the heroic and patriotic faces of the program. And there was some judiciousproduct placement: Hasselblad was the "first camera on the moon"; Sony cassette recordersand supplies of Tang were on board the capsule; and astronauts were equipped with the Exer-Geniepersonal exerciser. Everyone wanted a place on the bandwagon. Generouslyillustrated with vintage photographs, artwork, and advertisements, many never published before, Marketing the Moon shows that when Neil Armstrong took that giant leap formankind, it was a triumph not just for American engineering and rocketry but for American marketingand public relations
ER  -