Cargando…
Promotional Culture and Convergence : Markets, Methods, Media.
The rapid growth of promotional material through the internet, social media, and entertainment culture has created consumers who are seeking out their own information to guide their purchasing decisions. Promotional Culture and Convergence analyses the environments necessary for creating a culture o...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
Taylor and Francis,
2013.
|
| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Cover; Half Title; Title Page; Copyright Page; Table of Contents; List of Figures and Tables; List of Contributors; Introduction: Promotion in an Era of Convergence; Media convergence; Case study: The Guardian's 3 Little Pigs (2012); Outline of the book's themes and chapters; Bibliography; Part I: Methods in Context; 1. Consumers, Markets and Marketplaces; Knowing the consumer; Introduction; Convergence in the context of a neoliberal agenda; The new consumer; The role of research; From consumer to prosumer; Markets and marketplaces; Markets in the digital age; The Cluetrain Manifesto.
- The Long TailMarketplaces: The quest for authenticity; The physical marketplace; Case study: Westfield II, Stratford, London; The Portas Report; The digital marketplace: e-Bay; Conclusion; Bibliography; 2. The Promotional Industries; Advertising in the context of integrated marketing communications; Case study: The Facebook IPO; Brands and branding; Public relations; Bibliography; 3. From Integration to Convergence: The Management of Marketing Communications in Promotional Culture; Introduction; The social communication of marketing and media convergence.
- The development of marketing and advertising studiesMarketing studies and communication; Advertising and its origins; The management of advertising; Integrated marketing communications and convergence; Drivers of IMC; 'Media-neutral' planning; Blurring of the promotional mix hierarchy; Convergence in practice: Advertising and product placement; The creative advertising development process in the digital era; Product placement; Notes; Bibliography; 4. Connecting with Consumers: Branding and Convergence; Introduction; Brand value; Brand positioning: Differentiation and association.
- Connecting with consumer aspirations: Emotional branding and branding onlinePartnerships, alliances and co-branding; Case study: The branding of HIV/AIDS prevention
- Viacom and MTV's HIV/AIDS campaigns; Cross-promotion: New spaces for HIV/AIDS education; Partnerships and alliances; The aestheticization and emotional branding of HIV/AIDS prevention; Beyond logos: Corporate social responsibility and brand valuation; Conclusion; Notes; Bibliography; Websites; 5. The Public Relations Perspective of Promotional Culture; Public relations as a promotional industry; Defining public relations.
- Promotional trendsCredibility and public relations; Public relations and promotional culture; Ethical concerns; Public relations within a converging communications context; Convergence as a way of life; An expert bridging role; Complexity and crisis management; Apologia as a promotional phenomenon; Convergence of promotion and counter promotion; Celebrities and spectacles as public relations promotional techniques; Conclusion; Bibliography; Part II: Media in Context; 6. The Changing Relationship between Media and Marketing; Media convergence; Technicist/neoliberal.