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 -