Advertising, Marketing and PR : deepening mutuality amidst a convergent media landscape. / Hackley, Christopher.
The Advertising Handbook (Media Practice). ed. / Jonathan Hardy; Iain MaCrury; Helen Powell. 4th. ed. London : Routledge, 2018.Research output: Chapter in Book/Report/Conference proceeding › Chapter
Advertising, Marketing and PR : deepening mutuality amidst a convergent media landscape. / Hackley, Christopher.
The Advertising Handbook (Media Practice). ed. / Jonathan Hardy; Iain MaCrury; Helen Powell. 4th. ed. London : Routledge, 2018.Research output: Chapter in Book/Report/Conference proceeding › Chapter
}
TY - CHAP
T1 - Advertising, Marketing and PR
T2 - deepening mutuality amidst a convergent media landscape
AU - Hackley, Christopher
PY - 2018/3/8
Y1 - 2018/3/8
N2 - Advertising, Marketing and PR remain distinct disciplines but in the convergence era they have deepening points of mutuality. It is important for researchers to understand something of why these points of mutuality are emerging, what hybrid techniques of promotional communication are evolving as a result, and how the advertising industry is attempting to respond to them. This chapter attempts to place these issues within a brief outline of traditional research trajectories within advertising and marketing, and it explores some of the ways in which changes in the media landscape are changing the way advertising is conceived, delivered and consumed.
AB - Advertising, Marketing and PR remain distinct disciplines but in the convergence era they have deepening points of mutuality. It is important for researchers to understand something of why these points of mutuality are emerging, what hybrid techniques of promotional communication are evolving as a result, and how the advertising industry is attempting to respond to them. This chapter attempts to place these issues within a brief outline of traditional research trajectories within advertising and marketing, and it explores some of the ways in which changes in the media landscape are changing the way advertising is conceived, delivered and consumed.
M3 - Chapter
SN - 113867883X
SN - 978-113867883X
BT - The Advertising Handbook (Media Practice)
A2 - Hardy, Jonathan
A2 - MaCrury, Iain
A2 - Powell, Helen
PB - Routledge
CY - London
ER -