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.
Inhaltsverzeichnis
Part One: 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 Two: 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
