Handbook Of Product Placement In The Mass Media
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| Author | : Mary-Lou Galician |
| Publisher | : Routledge |
| Total Pages | : 297 |
| Release | : 2004-05-28 |
| Genre | : Business & Economics |
| ISBN | : 1136781285 |
Leading experts present cutting-edge ideas and current research on product placement! The Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics is the first serious book in English to examine the wider contexts and varied texts of product placement, related media marketing strateg
| Author | : Mary-Lou Galician |
| Publisher | : Routledge |
| Total Pages | : 291 |
| Release | : 2004-05-28 |
| Genre | : Business & Economics |
| ISBN | : 1136781277 |
Leading experts present cutting-edge ideas and current research on product placement! The Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics is the first serious book in English to examine the wider contexts and varied texts of product placement, related media marketing strateg
| Author | : Jean-Marc Lehu |
| Publisher | : Kogan Page Publishers |
| Total Pages | : 292 |
| Release | : 2007 |
| Genre | : Business & Economics |
| ISBN | : 9780749449407 |
Product placement has evolved from a novel marketing tactic to a key marketing strategy on a global scale. This work explains the: history and development of product placement; advantages of this form of brand advertising; and methods employed by different brands.
| Author | : Debra L. Merskin |
| Publisher | : SAGE Publications |
| Total Pages | : 2169 |
| Release | : 2019-11-12 |
| Genre | : Business & Economics |
| ISBN | : 1483375528 |
The reference will discuss mass media around the world in their varied forms—newspapers, magazines, radio, television, film, books, music, websites, and social media—and will describe the role of each in both mirroring and shaping society.
| Author | : Nicola Lees |
| Publisher | : Bloomsbury Publishing |
| Total Pages | : 450 |
| Release | : 2012-05-24 |
| Genre | : Performing Arts |
| ISBN | : 140815708X |
The must-have guide to traditional, emerging and creative TV funding models that are being developed and exploited by social media-savvy documentary filmmakers. Each chapter covers a different form of funding and combines advice from industry insiders - producers, buyers, specialist media agencies and corporate funding bodies - and entertaining case studies that illustrate the benefits and pitfalls of each method. With practical tips, case studies and advice it reveals what grantors, brands and NGOs are looking for in a pitch (they all have different needs and expectations), and the cultural differences that can trip up the unwary producer. Funding examples range from blue-chip TV documentaries, such as Planet Earth, which was co-funded by the BBC, Discovery NHK and CBC to The TV Book Club (More 4), which is funded by Specsavers opticians; to Lemonade Movie, which harnessed the power of Twitter to source free equipment and post-production resources. Readers will discover: the difference between co-productions, pre-sales and acquisitions; how to develop and pitch advertiser funded programming; the new rules on product placement; where to hunt for foundation and grant funding and how to fill in those fiendish application forms; the power of crowd-funding and how to harness the internet; how to sniff out grants and funds held in non-film focused organisations such as the Wellcome Trust; why corporations are keen to fund your documentary and how to get them to part with their money without giving up your editorial control.
| Author | : Patrick Lee Plaisance |
| Publisher | : SAGE Publications |
| Total Pages | : 289 |
| Release | : 2013-11-13 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1483312283 |
Media Ethics: Key Principles for Responsible Practice makes ethics accessible and applicable to media practice, and explains key ethical principles and their application in print and broadcast journalism, public relations, advertising, marketing, and digital media. Unlike application-oriented casebooks, this text sets forth the philosophical underpinnings of key principles and explains how each should guide responsible media behavior. Author Patrick Lee Plaisance synthesizes classical and contemporary ethics in an accessible way to help students ask the right questions and develop their critical reasoning skills, as both media consumers and media professionals of the future. The Second Edition includes new examples and case studies, expanded coverage of digital media, and two new chapters that distinguish the three major frameworks of media ethics and explore the discipline across new media platforms, including blogs, new forms of digital journalism, and social networking sites.
| Author | : Helen Powell |
| Publisher | : Routledge |
| Total Pages | : 214 |
| Release | : 2013-09-13 |
| Genre | : Business & Economics |
| ISBN | : 1134718993 |
The Advertising Handbook is a critical introduction to the practices and perspectives of advertising. It explores the industry and those who work in it and examines the reasons why companies and organizations advertise; how they research their markets; where they advertise and in which media; the principles and techniques of persuasion and their effectiveness; and how companies measure their success. It challenges conventional wisdom about advertising power and authority to offer a realistic assessment of its role in business and also looks at the industry's future. The third edition offers new material and a new organising framework, whilst continuing to provide both an introduction and an authoritative guide to advertising theory and practice. It is shaped to meet the requirements, interests and terms of reference of the most recent generation of media and advertising students – as well as taking account of some of the most recent academic work in the field, and, of course, contemporary advertising innovations.
| Author | : Lynne Eagle |
| Publisher | : Routledge |
| Total Pages | : 445 |
| Release | : 2014-08-27 |
| Genre | : Business & Economics |
| ISBN | : 1317697758 |
With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won’t sell without the right reach to your potential customers and the right message to engage them. This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) show how actual challenges faced by professionals in the field were addressed. This book will help you to develop the skills you need to turn theory into the right integrated communication plan, in order to succeed in an increasingly competitive environment. Aided by a veritable wealth of pedagogical features, Marketing Communications will be essential reading for both students and professionals in marketing, communications and public relations. This textbook also benefits from a companion website which includes a comprehensive instructor’s guide with PowerPoint slides, testbank questions and answer checklists.
| Author | : Hernández-Santaolalla, Víctor |
| Publisher | : IGI Global |
| Total Pages | : 457 |
| Release | : 2020-04-24 |
| Genre | : Business & Economics |
| ISBN | : 1799831205 |
As media evolves with technological improvement, communication changes alongside it. In particular, storytelling and narrative structure have adapted to the new digital landscape, allowing creators to weave immersive and enticing experiences that captivate viewers. These experiences have great potential in marketing and advertising, but the medium’s methods are so young that their potential and effectiveness is not yet fully understood. Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies is a collection of innovative research that explores transmedia storytelling and digital marketing strategies in relation to audience engagement. Highlighting a wide range of topics including promotion strategies, business models, and prosumers and influencers, this book is ideally designed for digital creators, advertisers, marketers, consumer analysts, media professionals, entrepreneurs, managers, executives, researchers, academicians, and students.
| Author | : H. Dan O'Hair |
| Publisher | : John Wiley & Sons |
| Total Pages | : 1043 |
| Release | : 2020-04-24 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1119399874 |
An authoritative survey of different contexts, methodologies, and theories of applied communication The field of Applied Communication Research (ACR) has made substantial progress over the past five decades in studying communication problems, and in making contributions to help solve them. Changes in society, human relationships, climate and the environment, and digital media have presented myriad contexts in which to apply communication theory. The Handbook of Applied Communication Research addresses a wide array of contemporary communication issues, their research implications in various contexts, and the challenges and opportunities for using communication to manage problems. This innovative work brings together the diverse perspectives of a team of notable international scholars from across disciplines. The Handbook of Applied Communication Research includes discussion and analysis spread across two comprehensive volumes. Volume one introduces ACR, explores what is possible in the field, and examines theoretical perspectives, organizational communication, risk and crisis communication, and media, data, design, and technology. The second volume focuses on real-world communication topics such as health and education communication, legal, ethical, and policy issues, and volunteerism, social justice, and communication activism. Each chapter addresses a specific issue or concern, and discusses the choices faced by participants in the communication process. This important contribution to communication research: Explores how various communication contexts are best approached Addresses balancing scientific findings with social and cultural issues Discusses how and to what extent media can mitigate the effects of adverse events Features original findings from ongoing research programs and original communication models and frameworks Presents the best available research and insights on where current research and best practices should move in the future A major addition to the body of knowledge in the field, The Handbook of Applied Communication Research is an invaluable work for advanced undergraduate students, graduate students, and scholars.
