Promotional Culture and Convergence: Markets, Methods, Media - Softcover

Yaxley,Heather; Powell, Helen

Softcover

ISBN 10: 0415672805 ISBN 13: 9780415672801

Publisher: Routledge, 2013

Synopsis

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.

About this title

About the Author

Helen Powell is Programme Leader for Media & Creative Industries at the University of East London where she teaches Advertising and Consumer Studies. Her previous publications include Stop the Clocks! Time, Cinema and the Narrative (2012) and The Advertising Handbook (3rd ed, 2009).

Edition details

• Publisher: Routledge
• Publication date: 2013
• Language: English
• ISBN 10: 0415672805
• ISBN 13: 9780415672801
• Binding: Paperback
• Edition number: 1
• Number of pages: 256