Branded content: the fateful merging of media and marketing
This is a critical study of the changing relationship between media and marketing communications in the digital age. It examines the growth of content funded by brands, including brands' own media, native advertising, and the integration of branded content across film, television, journalism an...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London ; New York
Routledge
2022
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | This is a critical study of the changing relationship between media and marketing communications in the digital age. It examines the growth of content funded by brands, including brands' own media, native advertising, and the integration of branded content across film, television, journalism and publishing, online, mobile, and social media. This ambitious historical, empirical, and theoretical study examines industry practices, policies, and 'problems', advancing a framework for analysis of communications governance. Featuring examples from the UK, US, EU, Asia, and other regions, it illustrates and explains industry practices, forms, and formats and their relationship with changing market conditions, policies, and regulation. The book provides a wide-ranging and incisive guide to contemporary advertising and media practices, to different arguments and perspectives on these practices arising in industry, policy, and academic contexts, and to the contribution made by critical scholarship, past and present. It also offers a critical review of industry, regulatory, societal, and academic literatures.Jonathan Hardy examines the erosion of the principle of separating advertising and media and calls for a new framework for distinguishing marketing communications across 21st-century communications. With a focus on key issues in industry, policy, and academic contexts, this is essential reading for students of media industries, advertising, marketing, and digital media |
| Beschreibung: | ix, 281 Seiten Breite 156 mm, Hoehe 234 mm |
| ISBN: | 9781138190429 9781138190412 |
Internformat
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Datensatz im Suchindex
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| adam_text | CONTENTS List of tables Acknowledgements vi vii PART I Practices 1 Advertising and media: Separation and integration 1 3 2 News media and marketing 35 3 Branded entertainment and product integration 68 4 Brand content direct to you: Marketers’ ‘owned’ media 85 5 Going native in digital media 100 6 Media as marketers 125 PART II Policies and problems 141 7 Regulating convergent media and marketing communications 143 8 Lobbying, liberalisation, normalisation, and contestation 169 9 Communication gains and losses: Economic, cultural, and societal 206 10 Media and marketing critiques: Renewing the radical tradition 229 11 Advertising and media (reprise): Contesting normalisation 242 Index 272
|
| adam_txt |
CONTENTS List of tables Acknowledgements vi vii PART I Practices 1 Advertising and media: Separation and integration 1 3 2 News media and marketing 35 3 Branded entertainment and product integration 68 4 Brand content direct to you: Marketers’ ‘owned’ media 85 5 Going native in digital media 100 6 Media as marketers 125 PART II Policies and problems 141 7 Regulating convergent media and marketing communications 143 8 Lobbying, liberalisation, normalisation, and contestation 169 9 Communication gains and losses: Economic, cultural, and societal 206 10 Media and marketing critiques: Renewing the radical tradition 229 11 Advertising and media (reprise): Contesting normalisation 242 Index 272 |
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| author | Hardy, Jonathan 1963- |
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| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| format | Book |
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| isbn | 9781138190429 9781138190412 |
| language | English |
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| spelling | Hardy, Jonathan 1963- Verfasser (DE-588)1034094203 aut Branded content the fateful merging of media and marketing Jonathan Hardy London ; New York Routledge 2022 ix, 281 Seiten Breite 156 mm, Hoehe 234 mm txt rdacontent n rdamedia nc rdacarrier This is a critical study of the changing relationship between media and marketing communications in the digital age. It examines the growth of content funded by brands, including brands' own media, native advertising, and the integration of branded content across film, television, journalism and publishing, online, mobile, and social media. This ambitious historical, empirical, and theoretical study examines industry practices, policies, and 'problems', advancing a framework for analysis of communications governance. Featuring examples from the UK, US, EU, Asia, and other regions, it illustrates and explains industry practices, forms, and formats and their relationship with changing market conditions, policies, and regulation. The book provides a wide-ranging and incisive guide to contemporary advertising and media practices, to different arguments and perspectives on these practices arising in industry, policy, and academic contexts, and to the contribution made by critical scholarship, past and present. It also offers a critical review of industry, regulatory, societal, and academic literatures.Jonathan Hardy examines the erosion of the principle of separating advertising and media and calls for a new framework for distinguishing marketing communications across 21st-century communications. With a focus on key issues in industry, policy, and academic contexts, this is essential reading for students of media industries, advertising, marketing, and digital media Marketing (DE-588)4037589-4 gnd rswk-swf Neue Medien (DE-588)4196910-8 gnd rswk-swf Internationaler Vergleich (DE-588)4120509-1 gnd rswk-swf Neue Medien (DE-588)4196910-8 s Marketing (DE-588)4037589-4 s Internationaler Vergleich (DE-588)4120509-1 s DE-604 Erscheint auch als Online-Ausgabe 978-1-315-64106-5 Digitalisierung UB Passau - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032863535&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hardy, Jonathan 1963- Branded content the fateful merging of media and marketing Marketing (DE-588)4037589-4 gnd Neue Medien (DE-588)4196910-8 gnd Internationaler Vergleich (DE-588)4120509-1 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4196910-8 (DE-588)4120509-1 |
| title | Branded content the fateful merging of media and marketing |
| title_auth | Branded content the fateful merging of media and marketing |
| title_exact_search | Branded content the fateful merging of media and marketing |
| title_exact_search_txtP | Branded content the fateful merging of media and marketing |
| title_full | Branded content the fateful merging of media and marketing Jonathan Hardy |
| title_fullStr | Branded content the fateful merging of media and marketing Jonathan Hardy |
| title_full_unstemmed | Branded content the fateful merging of media and marketing Jonathan Hardy |
| title_short | Branded content |
| title_sort | branded content the fateful merging of media and marketing |
| title_sub | the fateful merging of media and marketing |
| topic | Marketing (DE-588)4037589-4 gnd Neue Medien (DE-588)4196910-8 gnd Internationaler Vergleich (DE-588)4120509-1 gnd |
| topic_facet | Marketing Neue Medien Internationaler Vergleich |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032863535&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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