Binding: Paperback
Description: 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.
Title: Branded Content The Fateful Merging Of Media And Marketing
Author(s): Hardy Jonathan (University Of East London Uk)
Publisher: Taylor & Francis Ltd
Barcode: 9781138190429
Pages: 282 Pages, 2 Tables, Black And White
Publication Date: 8/27/2021
Category: Media, Information & Communication Industries