I started reading Shoptimism by Lee Eisenberg a few days ago. I have only gotten through 50 pages – but so far it’s an interesting read on consumer marketing. An early section on the work of Vance Packard and his exploration (in the 1950’s) of consumer motivational research by social scientist working for advertising agencies reminded me of an incredibly insightful (and somewhat frightening) PBS FrontLine documentary on the same topic. If you have not seen The Persuaders – it’s mandatory viewing for anyone interested in advertising and if your not living off the grid on some atoll in the South Pacific you should be interested in advertising right now.
With respect to Online Advertising check out the narrowcasting section and how marketers and political parties have been working with data vendors (Axiom in this case) to customize their packaging / messaging for every consumer segment – with all the recent talk in the ad industry about customization, personalization, the consumer in charge; makes you think.