Promotional Culture and Convergence: Markets, Methods, Media

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Powell, H. Powell, H. (ed.) (2013). Promotional Culture and Convergence: Markets, Methods, Media. Abbingdon Routledge (Taylor & Francis Group).
AuthorsPowell, H.
EditorsPowell, H.
Abstract

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.

KeywordsPromotion, Advertising, Marketing, Digital, Convergence
Year2013
PublisherRoutledge (Taylor & Francis Group)
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Open
Publication dates
Print17 Apr 2013
Publication process dates
Deposited30 Aug 2022
Place of publicationAbbingdon
EditionFirst
ISBN978-0415672801
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https://openresearch.lsbu.ac.uk/item/9190y

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