eBook - PDF

Cross-Media Promotion

Name: Cross-Media Promotion
ISBN: 9781453900017

Jonathan Hardy,

334 pages
English
PDF
Available on iOS & Android

eBook - PDF

Cross-Media Promotion

Jonathan Hardy,

About this book

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.

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Yes, you can access Cross-Media Promotion by Jonathan Hardy in PDF and/or ePUB format, as well as other popular books in Psychology & Art & Business. We have over one million books available in our catalogue for you to explore.