Marketing The Moon: The Selling Of The Apollo Lunar Program by David Meerman ScottMarketing The Moon: The Selling Of The Apollo Lunar Program by David Meerman Scott

Marketing The Moon: The Selling Of The Apollo Lunar Program

byDavid Meerman Scott, Richard JurekForeword byEugene A Cernan

Hardcover | February 28, 2014

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One of the most successful public relations campaigns in history, featuring heroic astronauts, press-savvy rocket scientists, enthusiastic reporters, deep-pocketed defense contractors, and Tang.

In 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 My Three Sons? Why did a government program whose standard operating procedure had been secrecy turn its greatest achievement into a communal experience? In Marketing the Moon, 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.

Primed by science fiction, magazine articles, and appearances by Wernher von Braun on the "Tomorrowland" segments of the Disneyland 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.

Generously illustrated with vintage photographs, artwork, and advertisements, many never published before, Marketing the Moon 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.

David Meerman Scott is a marketing strategist and the author of three bestselling books, The New Rules of Marketing and PR, Real-Time Marketing, and Marketing Lessons from the Grateful Dead. He lives in Lexington, Massachuetts. Richard Jurek has worked as a marketing and public relations executive for more than twenty years. He live...
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Title:Marketing The Moon: The Selling Of The Apollo Lunar ProgramFormat:HardcoverDimensions:144 pages, 9.5 × 11 × 0.98 inPublished:February 28, 2014Publisher:The MIT PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0262026961

ISBN - 13:9780262026963

Reviews

Editorial Reviews

One of the most successful public relations campaigns in history, featuring heroic astronauts, press-savvy rocket scientists, enthusiastic reporters, deep-pocketed defense contractors, and Tang.In 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 My Three Sons? Why did a government program whose standard operating procedure had been secrecy turn its greatest achievement into a communal experience? In Marketing the Moon, 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. Primed by science fiction, magazine articles, and appearances by Wernher von Braun on the "Tomorrowland" segments of the Disneyland 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.Generously illustrated with vintage photographs, artwork, and advertisements, many never published before, Marketing the Moon 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.President Kennedy hoped the nation would succeed in sending a man into space and landing on the Moon. Though he did not live to see it happen, his dream was fulfilled. David Meerman Scott and Richard Jurek's Marketing the Moon shows us in vivid detail what it took to make this happen. This is one of the great stories of the 20th century.-Alan Brinkley, Allan Nevins Professor of American History, Columbia University