Branded content : The fateful merging of media and marketing
- Author
- Jonathan Hardy
- Publication Year
- 2022
- Publisher
- Routledge
- Language
- English
- Document Type
- Book
- Faculty / Subject Heading
- Business Administration
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This is a critical study of the changing relationship between media and marketing communications in the digital age. It examines the growth of content funded by brands, including brands’ own media, native advertising, and the integration of branded content across film, television, journalism and publishing, online, mobile, and social media.
Keywords: Business / Marketing / Advertising Moral and ethical aspects / Advertising Technological innovations / Branding / Internet advertising / Internet marketing / Marketing Aspect moral / Marketing Innovations / Marketing Technological innovations / Product placement in mass media
