Téléchargez le livre : Cross-Media Promotion

Cross-Media Promotion

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Éditeur :

Peter Lang Inc., International Academic Publishers


Paru le : 2015-07-20

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Description
Cross-Media Promotion is the first book-length study of a defining feature of contemporary media, the promotion by media of their allied media interests. The book explores the range of forms of cross-promotion including synergistic marketing of mega-brands such as Harry Potter; promotional plugs in news media; repurposing media content, stars and brands across other media and outlets; product placement, and the integration of media content and advertising.
Incorporating specialist literature, yet written in a clear, accessible style, the book combines three areas of study: media industry practices, media policy, and media theory. It examines the dynamics of cross-media promotion across converging media, drawing on a range of examples from the United States and the United Kingdom. Synergy and intertextuality are explored alongside critical debates about the ‘problems’ of cross-promotion. The book also offers a critical evaluation of media policy responses from the late 1980s to the present, which the book argues, have failed to grapple with the problems of media power, market power and commercialism generated by intensifying cross-media promotion.
Pages
352 pages
Collection
n.c
Parution
2015-07-20
Marque
Peter Lang Inc., International Academic Publishers
EAN papier
9781433101373
EAN PDF
9781453900017
Informations sur l'ebook
Nombre pages copiables
70
Nombre pages imprimables
70
Taille du fichier
2529 Ko
Prix
35,82 €
EAN EPUB
9781454196471
Informations sur l'ebook
Nombre pages copiables
70
Nombre pages imprimables
70
Taille du fichier
1475 Ko
Prix
35,82 €

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