JonathanHardy
Branded Content: The Fateful Merging of Media and Marketing
Branded Content: The Fateful Merging of Media and Marketing
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- More about 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 and publishing, online, mobile and social media.
- It provides upper level undergraduate and postgraduate students with an authoritative, accessible and highly relevant exploration of critical discourse within a real world advertising context.
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- It is clearly structured into ‘Practice’, ‘Policies’ and ‘Problems’ sections, helping to guide readers clearly through the issues highlighted and illustrate the interrelated nature of these topics in the media and marketing branding of content.
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- It presents vital topics that cross borders, exploring issues of content branding by multi-national and global media and marketing organisation, giving the book truly international relevance.
Weight: 458g
Dimension: 155 x 236 x 28 (mm)
ISBN-13: 9781138190429
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