Full Description
This text examines the ongoing convergence of marketing and media across industries and formats and offers an authoritative analysis of branded content and forms of media-marketing integration.
Drawing on the findings of the 3-year Branded Content Governance Project, this book outlines the expansion of branded content advertising from marketers, agencies, and media to include platforms, creators, and advertising technology (adtec). It charts the rapid take-up of artificial intelligence (AI) and machine learning tools, the role of platforms, and the expansion of actor-types across the creator economy. The authors define and analyse key concepts including polycentric governance, governance-in-practice, and ethics, and map 'problems' and 'mitigations' concerning branded content practices and governance.
Providing an authoritative taxonomy for branded content advertising forms and formats, this book provides a guide for students as well as useful reading for researchers and advanced scholars of advertising and marketing communications.
Contents
1. Introduction 2. Evolution: the media-marketing ecology in formation 3. The media-marketing ecosystem: actors and features 4. Branded content: key actors, forms and processes 5. Marketing communications, agencies and intermediaries 6. Key issues for branded content governance 7. AI and marketing communications governance
