000			03262cam a2200409 i 4500
008			131023s2014 maua b 000 0 eng
010			_a2013039798
020			_a9780262026963
020			_a0262026961
035			_a(OCoLC)861322933
040			_aDLC _erda _beng _cDLC _dIG# _dYDXCP _dBTCTA _dOCLCO _dBDX _dTWC
043			_an-us---
050	0	0	_aTL789.8.U6 _bA58156 2014
082	0	0	_a659.2/9629454 _223
089	0		_a659.2/107
100	1		_aScott, David Meerman.
245	1	0	_aMarketing the moon : _bthe selling of the Apollo lunar program / _cDavid Meerman Scott and Richard Jurek ; with a foreword by Captain Eugene A. Cernan.
264		1	_aCambridge, Massachusetts : _bThe MIT Press, _c2014.
300			_axiii, 130 p. ; _bill., (chiefly color) ; _c25x29 cm.
336			_atext _2rdacontent.
337			_aunmediated _2rdamedia.
338			_avolume _2rdacarrier.
504			_aIncludes bibliographical references (pages 126-129)
610	2	0	_aProject Apollo (U.S.) _xPublic relations _xHistory.
610	1	0	_aUnited States. _bNational Aeronautics and Space Administration _xPublic relations.
650		0	_aSpace flight to the moon _xHistory.
650		0	_aMoon _xExploration _xHistory.
650		0	_aAstronautics _xPress coverage _zUnited States _xHistory.
700	1		_aJurek, Richard.
035			_a(OCoLC)ocn861322933
520			_aIn 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.
700			_aCernan, Captain Eugene A. _eForward by
005			20170126100418.0
001			57071
003			UOWD
942			_cREGULAR
999			_c23779 _d23779