Branded content the fateful merging of media and marketing / Jonathan Hardy.
| Author/creator | Hardy, Jonathan, 1963- |
| Format | Electronic |
| Publication Info | Abingdon, Oxon ; New York, NY : Routledge, 2022. |
| Description | 1 online resource |
| Supplemental Content | Full text available from Taylor & Francis eBooks |
| Subjects |
| Contents | Advertising and media : separation and integration -- News media and marketing -- Branded entertainment and product integration -- Brand content direct to you : marketers' 'owned' media -- Going native in digital media -- Media as marketers -- Regulating convergent media and marketing communications -- Lobbying, liberalisation, normalisation and contestation -- Communication gains and losses : economic, cultural and societal -- Media and marketing critiques : renewing the radical tradition -- Advertising and Media (reprise) : contesting normalisation. |
| Abstract | "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"-- Provided by publisher. |
| Bibliography note | Includes bibliographical references and index. |
| Access restriction | Available only to authorized users. |
| Technical details | Mode of access: World Wide Web |
| Source of description | Description based on print version record and CIP data provided by publisher. |
| Issued in other form | Print version: Hardy, Jonathan, 1963- Branded content Abingdon, Oxon ; New York, NY : Routledge, 2022 9781138190412 |
| Genre/form | Electronic books. |
| LCCN | 2021008967 |
| ISBN | 9781315641065 (ebook) |
| ISBN | (hardback) |
| ISBN | (paperback) |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Electronic Resources | Access Content Online | ✔ Available |