Branded content: the fateful merging of media and marketing
Auteur :
Hardy, Jonathan
Éditeur :
Taylor & Francis Ltd
ISBN :
9781138190429
Date de publication :
27 août 2021
Dimensions :
23,4 x 15,6 cm
Poids :
430 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.