Mapping the media-marketing ecology / Jonathan Hardy, Iain MacRury and Patricia Núñez Gómez.

Format:

Book

Author/Creator:

Hardy, Jonathan, 1963- author.

MacRury, Iain, author.

Núñez Gómez, Patricia, author.

Series:

Routledge critical advertising studies

Language:

English

Subjects (All):

Digital media--Marketing.

Digital media.

Internet marketing.

Mass media--Marketing.

Mass media.

Physical Description:

1 online resource (168 pages) : illustrations (black and white).

Place of Publication:

London : Routledge, 2026.

Summary:

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 three- year Branded Content Governance Project, this book outlines the expansion of mediamarketing ecologies , from marketers, agencies, and media to include platforms, creators, and advertising technology (adtech). 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.The Open Access version of this book, available at http://www.taylorfrancis.com, has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives (CC BY-NC-ND) 4.0 license.

Notes:

OCLC-licensed vendor bibliographic record.

ISBN:

9781003674146

OCLC:

1596675402

Publisher Number:

CIPO000392999