Promotional Culture and Convergence: Markets, Methods, Media (BOK)

Helen Powell

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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 of collaboration with consumers, and critically engages with key areas of contemporary promotional development, including: promotional culture's primary industries, including advertising, marketing, PR and branding, and how are they informed by changes in consumer behaviour and market conditions how industries are adapting in the digital age to attract both audiences and advertising revenue the evolving dialogues between 'new consumers' and producers and promotional industries. Ten contributions from leading theorists on contemporary promotional culture presents an indispensable guide to this creative and dynamic field and include detailed historical analysis, in-depth case studies and global examples of promotion through TV, magazines, newspapers and cinema.


Språk Engelsk Engelsk Innbinding Heftet
Utgitt 2013 Forfatter Helen Powell
Taylor & Francis
ISBN 9780415672801
Antall sider 256 Vekt 386 gram
Leverandør Bertram Trading Ltd Emner og form Media studies, Sales & marketing, Advertising industry