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Books > Reference & Interdisciplinary > Communication studies
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Cross-Media Promotion (Paperback, New edition)
Loot Price: R1,037
Discovery Miles 10 370
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Cross-Media Promotion (Paperback, New edition)
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Cross-Media Promotion is the first book-length study of a defining
feature of contemporary media, the promotion by media of their
allied media interests. The book explores the range of forms of
cross-promotion including synergistic marketing of mega-brands such
as Harry Potter; promotional plugs in news media; repurposing media
content, stars and brands across other media and outlets; product
placement, and the integration of media content and advertising.
Incorporating specialist literature, yet written in a clear,
accessible style, the book combines three areas of study: media
industry practices, media policy, and media theory. It examines the
dynamics of cross-media promotion across converging media, drawing
on a range of examples from the United States and the United
Kingdom. Synergy and intertextuality are explored alongside
critical debates about the 'problems' of cross-promotion. The book
also offers a critical evaluation of media policy responses from
the late 1980s to the present, which the book argues, have failed
to grapple with the problems of media power, market power and
commercialism generated by intensifying cross-media promotion.
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