--- product_id: 1704814 title: "Marketing the Moon: The Selling of the Apollo Lunar Program (Mit Press)" price: "¥11740" currency: JPY in_stock: true reviews_count: 13 url: https://www.desertcart.jp/products/1704814-marketing-the-moon-the-selling-of-the-apollo-lunar-program store_origin: JP region: Japan --- # Exclusive astronaut media access 94% TV audience reach Iconic Apollo PR campaign Marketing the Moon: The Selling of the Apollo Lunar Program (Mit Press) **Price:** ¥11740 **Availability:** ✅ In Stock ## Summary > 🌕 Own the story behind the moon landing’s legendary marketing triumph! ## Quick Answers - **What is this?** Marketing the Moon: The Selling of the Apollo Lunar Program (Mit Press) - **How much does it cost?** ¥11740 with free shipping - **Is it available?** Yes, in stock and ready to ship - **Where can I buy it?** [www.desertcart.jp](https://www.desertcart.jp/products/1704814-marketing-the-moon-the-selling-of-the-apollo-lunar-program) ## Best For - Customers looking for quality international products ## Why This Product - Free international shipping included - Worldwide delivery with tracking - 15-day hassle-free returns ## Key Features - • **Rich Vintage Visuals:** Enjoy rare, never-before-published photos, ads, and marketing materials that bring the Apollo era to life. - • **Unmatched Media Reach:** Discover how 94% of American TVs tuned in, creating a shared cultural moment unlike any other. - • **Astronauts as Celebrities:** Explore how NASA turned astronauts into household names with exclusive media deals and savvy branding. - • **Epic Space PR Masterclass:** Dive into the most successful marketing campaign in history that made the moon landing a national spectacle. - • **Insider Marketing Secrets:** Learn the behind-the-scenes strategies that transformed a secretive government program into a beloved public phenomenon. ## Overview Marketing the Moon chronicles NASA’s groundbreaking public relations campaign that captivated 94% of American TV viewers during Apollo 11, turning astronauts into celebrities and space exploration into a shared cultural event. Packed with rare visuals and insider stories, this book reveals how marketing and media shaped one of history’s greatest achievements. ## Description 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. Review: Informative, somewhat sobering view of the Sapce Race - Even as an older child (I was seven when Shepard lifted off) I was aware that most people did not share my enthusiasm for space exploration in general and manned space flight in specific. After reading "Marketing the Moon" I now know why. For most Americans Apollo was pretty much the home-team fans leaving the stands at the end of the third quarter because they knew their team would win. Well, I already knew that, but Scott and Jurek demonstrate the depth of disinterest to a level new to me. I guess I know how Linus felt trying to convince his friends of the great Pumpkin - or something like that. In their book the authors display how NASA PR, industry and consumer companies, and the three major TV networks kept America's space efforts front and center for all of the 1960s as the events were happening (this angle was in diametric opposition to the mostly closed Soviet program). As well, for all of the 1950s private media, most notably Collier's magazine and the Walt Disney Company, pushed the idea of manned space flight to a receptive population. As events turned out that reception and anticipation was for the most part shallow and fleeting. Once the goal was accomplished, for those on Capital Hill, in the boardrooms of NBC, CBS and ABC, and on Main Street the game was over. The black-and-white TV images from the early Apollo missions were barely passable. The later missions broadcast excellent color signals in real time, but no one in the general population saw those live broadcasts - the networks wouldn't carry them. NASA PR wasn't able to keep its brand from crashing. This is an excellent book in content, lavishly illustrated and well laid out. It's a must read for any space cadet. It is easily paired with Megan Prelinger's "Another Science Fiction - Advertising the Space Race 1957-1962," also excellent. Review: Terrific - This terrific book is both entertaining and informative. Beginning with the formation of NASA the authors explain how the agency found its voice, how the decision was made to be honest and transparent and how the writers thought of themselves as reporters instead of public relations people ("We put out news releases, not press releases.") The role of television, arguably the most important aspect of marketing the flights, is handled well by explaining both the political and technical challenges of the time. And the topic of astronauts as celebrities is explored at depth with surprising conclusions. The book contains wonderful photos of commercial ads, technical manuals and marketing pieces from NASA and their contractors during this time. These items, many from the authors' personal collections, are a highlight of the book. There are also many interesting personal anecdotes in the book, from the reasons Paul Haney quit his job to an incident involving Neil Armstrong's parents which reveals much about Neil himself. We all know how the story ends - the public and media lost interest rapidly after the first landing, missions were cancelled and we haven't returned to the moon since Apollo. This was actually a failure of marketing by NASA to keep the public engaged, and this aspect of the program is covered as well. I couldn't put the book down. Highly recommended. ## Features - Used Book in Good Condition ## Technical Specifications | Specification | Value | |---------------|-------| | Best Sellers Rank | #705,837 in Books ( See Top 100 in Books ) #169 in Public Relations (Books) #851 in Astrophysics & Space Science (Books) #2,109 in Communication & Media Studies | | Customer Reviews | 4.8 out of 5 stars 65 Reviews | ## Images ![Marketing the Moon: The Selling of the Apollo Lunar Program (Mit Press) - Image 1](https://m.media-amazon.com/images/I/613tfPmv15L.jpg) ## Customer Reviews ### ⭐⭐⭐⭐⭐ Informative, somewhat sobering view of the Sapce Race *by F***S on September 1, 2016* Even as an older child (I was seven when Shepard lifted off) I was aware that most people did not share my enthusiasm for space exploration in general and manned space flight in specific. After reading "Marketing the Moon" I now know why. For most Americans Apollo was pretty much the home-team fans leaving the stands at the end of the third quarter because they knew their team would win. Well, I already knew that, but Scott and Jurek demonstrate the depth of disinterest to a level new to me. I guess I know how Linus felt trying to convince his friends of the great Pumpkin - or something like that. In their book the authors display how NASA PR, industry and consumer companies, and the three major TV networks kept America's space efforts front and center for all of the 1960s as the events were happening (this angle was in diametric opposition to the mostly closed Soviet program). As well, for all of the 1950s private media, most notably Collier's magazine and the Walt Disney Company, pushed the idea of manned space flight to a receptive population. As events turned out that reception and anticipation was for the most part shallow and fleeting. Once the goal was accomplished, for those on Capital Hill, in the boardrooms of NBC, CBS and ABC, and on Main Street the game was over. The black-and-white TV images from the early Apollo missions were barely passable. The later missions broadcast excellent color signals in real time, but no one in the general population saw those live broadcasts - the networks wouldn't carry them. NASA PR wasn't able to keep its brand from crashing. This is an excellent book in content, lavishly illustrated and well laid out. It's a must read for any space cadet. It is easily paired with Megan Prelinger's "Another Science Fiction - Advertising the Space Race 1957-1962," also excellent. ### ⭐⭐⭐⭐⭐ Terrific *by G***M on March 9, 2014* This terrific book is both entertaining and informative. Beginning with the formation of NASA the authors explain how the agency found its voice, how the decision was made to be honest and transparent and how the writers thought of themselves as reporters instead of public relations people ("We put out news releases, not press releases.") The role of television, arguably the most important aspect of marketing the flights, is handled well by explaining both the political and technical challenges of the time. And the topic of astronauts as celebrities is explored at depth with surprising conclusions. The book contains wonderful photos of commercial ads, technical manuals and marketing pieces from NASA and their contractors during this time. These items, many from the authors' personal collections, are a highlight of the book. There are also many interesting personal anecdotes in the book, from the reasons Paul Haney quit his job to an incident involving Neil Armstrong's parents which reveals much about Neil himself. We all know how the story ends - the public and media lost interest rapidly after the first landing, missions were cancelled and we haven't returned to the moon since Apollo. This was actually a failure of marketing by NASA to keep the public engaged, and this aspect of the program is covered as well. I couldn't put the book down. Highly recommended. ### ⭐⭐⭐⭐⭐ Every American Should Read This Book! *by S***H on March 16, 2014* I've read most of the space books that are out there. But this book I could not put down until I finished it. It is so much more than a history of our space program or a description of the marketing principles that NASA used. It is really a truly unique examination of the amazing national effort that resulted in the greatest scientific feat of all time - and how the ordinary citizen from age 8 to 80 became an integral part of it all! I learned so much from reading Marketing the Moon. This story made me feel proud to be an American and at the same time left me wondering - why can't we get the public behind a similar effort today? Rich Jurek and David Meerman Scott bring a totally fresh perspective to our space program with many very cool photos, images and "back stories" never seen or heard unitil they reached this book. Every American should read this book -- especially during this time where leadership and direction seems to be lacking - to see that it CAN be done again....that we really DO have the capability to take on a big project or goal and get our country aligned in the same unified direction. An absolute must read! ## Frequently Bought Together - Marketing the Moon: The Selling of the Apollo Lunar Program - WILEY Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History --- ## Why Shop on Desertcart? - 🛒 **Trusted by 1.3+ Million Shoppers** — Serving international shoppers since 2016 - 🌍 **Shop Globally** — Access 737+ million products across 21 categories - 💰 **No Hidden Fees** — All customs, duties, and taxes included in the price - 🔄 **15-Day Free Returns** — Hassle-free returns (30 days for PRO members) - 🔒 **Secure Payments** — Trusted payment options with buyer protection - ⭐ **TrustPilot Rated 4.5/5** — Based on 8,000+ happy customer reviews **Shop now:** [https://www.desertcart.jp/products/1704814-marketing-the-moon-the-selling-of-the-apollo-lunar-program](https://www.desertcart.jp/products/1704814-marketing-the-moon-the-selling-of-the-apollo-lunar-program) --- *Product available on Desertcart Japan* *Store origin: JP* *Last updated: 2026-09-03*