Promotional Culture and Convergence examines the rapid growth of promotional material through the internet, social media, and entertainment culture and assess its impact on how consumers guide their purchasing decisions.
Promotional Culture and Convergence examines the rapid growth of promotional material through the internet, social media, and entertainment culture and assess its impact on how consumers guide their purchasing decisions.
Helen Powell is Programme Leader for Media & Creative Industries at the University of East London where she teaches Advertising and Consumer Studies. Her previous publications include Stop the Clocks! Time, Cinema and the Narrative (2012) and The Advertising Handbook (3rd ed, 2009).
Inhaltsangabe
Introduction Promotion in an Era of Convergence Helen Powell Section 1: Methods in Context Chapter 1 Consumers, Markets and Marketplaces Helen Powell Chapter 2 The Promotional Industries Helen Powell Chapter 3 From Integration to Convergence: The management of marketing communications in promotional culture Chris Hackley and Rungpaka Amy Tiwsakul Chapter 4 The Impact of Convergence on the Branding Process Cheryl Martens Chapter 5 The Public Relations Perspective of Promotional Culture Heather Yaxley Section 2: Media in Context Chapter 6 The Changing Relationship Between Media and Marketing Jonathan Hardy Chapter 7 Media Convergence and Newspapers Daniel Lee Chapter 8 Magazines and Promotion Tim Holmes Chapter 9 Television: The TV ad and its afterlife Jeremy Orlebar Chapter 10 Cinema: a reflection on how the film industry promotes itself Searle Kochberg
Introduction Promotion in an Era of Convergence Helen Powell Section 1: Methods in Context Chapter 1 Consumers, Markets and Marketplaces Helen Powell Chapter 2 The Promotional Industries Helen Powell Chapter 3 From Integration to Convergence: The management of marketing communications in promotional culture Chris Hackley and Rungpaka Amy Tiwsakul Chapter 4 The Impact of Convergence on the Branding Process Cheryl Martens Chapter 5 The Public Relations Perspective of Promotional Culture Heather Yaxley Section 2: Media in Context Chapter 6 The Changing Relationship Between Media and Marketing Jonathan Hardy Chapter 7 Media Convergence and Newspapers Daniel Lee Chapter 8 Magazines and Promotion Tim Holmes Chapter 9 Television: The TV ad and its afterlife Jeremy Orlebar Chapter 10 Cinema: a reflection on how the film industry promotes itself Searle Kochberg
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