國立虎尾科技大學 |

Branded content = the fateful merging of media and marketing /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Branded content/ Jonathan Hardy.
Reminder of title:	the fateful merging of media and marketing /
Author:	Hardy, Jonathan,
Published:	Abingdon, Oxon ;Routledge, : 2022.,
Description:	1 online resource (ix, 281 p.)
Subject:	Product placement in mass media. -
Online resource:	https://www.taylorfrancis.com/books/9781315641065
ISBN:	9781315641065

Branded content = the fateful merging of media and marketing /
Hardy, Jonathan,1963-

Branded contentthe fateful merging of media and marketing /[electronic resource] :Jonathan Hardy. - Abingdon, Oxon ;Routledge,2022. - 1 online resource (ix, 281 p.)

Includes bibliographical references and index.

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 : renewingthe radical tradition -- Advertising and Media (reprise) : contesting normalisation.

"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 thecontribution 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"--

ISBN: 9781315641065Subjects--Topical Terms:

565906
Product placement in mass media.
Index Terms--Genre/Form:

554714
Electronic books.

LC Class. No.: HF6146.P78 / H39 2022

Dewey Class. No.: 658.8/27

Branded content = the fateful merging of media and marketing /
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245 1 0 $a Branded content $h [electronic resource] : $b the fateful merging of media and marketing / $c Jonathan Hardy.
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300 $a 1 online resource (ix, 281 p.)
504 $a Includes bibliographical references and index.
505 0 $a 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 : renewingthe radical tradition -- Advertising and Media (reprise) : contesting normalisation.
520 $a "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 thecontribution 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"-- $c Provided by publisher.
650 0 $a Product placement in mass media. $3 565906
650 0 $a Branding (Marketing) $3 568096
650 0 $a Internet marketing. $3 559675
650 0 $a Internet advertising. $3 567920
650 0 $a Marketing $x Technological innovations. $3 573344
650 0 $a Advertising $x Technological innovations. $3 1078878
650 0 $a Marketing $x Moral and ethical aspects. $3 664529
650 0 $a Advertising $x Moral and ethical aspects. $3 1499139
650 7 $a SOCIAL SCIENCE / Media Studies $2 bisacsh $3 835457
655 4 $a Electronic books. $2 local $3 554714
856 4 0 $u https://www.taylorfrancis.com/books/9781315641065