Promotional Culture and Convergence Markets, Methods, Media
Synopsis
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.
Book details
- Author:
- Helen Powell
- ISBN:
- 9781136474378
- Related ISBNs:
- 9780203130322, 9780415672795, 9780415672795, 9780415672801, 9780415672801
- Publisher:
- Taylor and Francis
- Pages:
- N/A
- Reading age:
- Not specified
- Includes images:
- Yes
- Date of addition:
- 2019-10-15
- Usage restrictions:
- Copyright
- Copyright date:
- 2013
- Copyright by:
- Helen Powell
- Adult content:
- No
- Language:
- English
- Categories:
- Nonfiction, Social Studies