Notice bibliographique

Notice

Type(s) de contenu et mode(s) de consultation : Texte noté : sans médiation

Auteur(s) : Hardy, Jonathan (1963-....) Voir les notices liées en tant qu'auteur

Titre(s) : Branded content [Texte imprimé] : the fateful merging of media and marketing / Jonathan Hardy

Description matérielle : 1 vol. (ix-281 p.) ; 25 cm

Comprend : Part I : Practices : 1. Advertising and media : separation and integration ; 2. News media and marketing ; 3. Branded entertainment and product integration ; 4. Brand content direct to you: marketers' 'owned' media ; 5. Going native in digital media ; 6. Media as marketers ; Part II : Policies and problems : 7. Regulating convergent media and marketing communications ; 8. Lobbying, liberalisation, normalisation and contestation ; 9. Communication gains and losses : economic, cultural, and societal ; 10. Media and marketing critiques : renewing the radical tradition ; 11. Advertising and media (reprise) : contesting normalisation.

Note(s) : Notes bibliogr. Index
"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"

Sujet(s) : Placement de produits dans les médias Voir les notices liées en tant que sujet
Stratégie de marque Voir les notices liées en tant que sujet
Marketing sur Internet Voir les notices liées en tant que sujet
Publicité sur Internet Voir les notices liées en tant que sujet
Marketing -- Innovation Voir les notices liées en tant que sujet
Marketing -- Aspect moral Voir les notices liées en tant que sujet