Search results for: cross-media-promotion

Cross media Promotion

Author : Jonathan Hardy
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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, Hardy argues, have failed to grapple with the problems of media power, market power, and commercialism generated by intensifying cross-media promotion. "Cross-media promotion is one of the most salient characteristics in our modern media systems, arising out of a context that involves virtually every level of media studies: media ownership, advertising and funding, technological trends, and regulatory issuesùthe latter a specialty of the author of this book. These factors often work together, and Hardy is masterful in interweaving in an insightful but accessible way the complexity of media promotion."ùfrom the Foreword by Matthew. P McAllister, Penn State University

Media Product Portfolios

Author : Robert G. Picard
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Media product portfolios are rapidly becoming the predominant shared characteristic of media companies worldwide. The phenomenon involves firms from all kinds of media--newspapers, magazines, television, radio, cinema--and is found in enterprises ranging from small, local firms to large, globalized companies. This volume is the result of a coordinated effort of scholars in the United States and Europe to explore the characteristics, processes, challenges, and implications of media product portfolios. This book breaks new ground by introducing the concepts of product portfolio management and applying them to media companies in a comprehensive manner. It draws from knowledge and methods of analyzing product portfolio management in other industries, applies that knowledge to media industries, and analyzes current practices in media firms. The process and issues of portfolio strategy, development, and management are complex and wide ranging. The book explores the development of media product portfolios from an interdisciplinary perspective, providing insight from business, economic, organizational, and communication approaches. The book explores why and how firms develop portfolios, how company strategy and organizational development relate to portfolios, the role of leaders in developing portfolio activities, economic and economic geography issues in portfolios, production issues, challenges in managing multiple products and operations, issues of marketing and branding issues in portfolios, personnel implications, and the unique challenges in the internationalization of media portfolio operations.

The Concise Encyclopedia of Communication

Author : Wolfgang Donsbach
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This concise volume presents key concepts and entries from the twelve-volume ICA International Encyclopedia of Communication (2008), condensing leading scholarship into a practical and valuable single volume. Based on the definitive twelve-volume IEC, this new concise edition presents key concepts and the most relevant headwords of communication science in an A-Z format in an up-to-date manner Jointly published with the International Communication Association (ICA), the leading academic association of the discipline in the world Represents the best and most up-to-date international research in this dynamic and interdisciplinary field Contributions come from hundreds of authors who represent excellence in their respective fields An affordable volume available in print or online

Policy and Marketing Strategies for Digital Media

Author : Yu-li Liu
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With digital media becoming ever more prevalent, it is essential to study policy and marketing strategies tailored to this new development. In this volume, contributors examine government policy for a range of media, including digital television, IPTV, mobile TV, and OTT TV. They also address marketing strategies that can harness the unique nature of digital media’s innovation, production design, and accessibility. They draw on case studies in Asia, North America, and Europe to offer best practices for both policy and marketing strategies.

The Routledge Companion to Advertising and Promotional Culture

Author : Matthew P. McAllister
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The Routledge Companion to Advertising and Promotional Culture provides an essential guide to the key issues, methodologies, concepts, debates, and policies that shape our everyday relationship with advertising. The book contains eight sections: Historical Perspectives considers the historical roots and their relationship to recent changes of contemporary advertising and promotional practice. Political Economy examines how market forces, corporate ownership, and government policies shape the advertising and media promotion environment. Globalization presents work on advertising and marketing as a global, intercultural, and transnational practice. Audiences as Labor, Consumers, Interpreters, Fans introduces how people construct promotional meaning and are constructed as consumers, markets, and labor by advertising forces. Identities analyzes the ways that advertising constructs images and definitions of groups -- such as gender, race and the child -- through industry labor practices, marketing, as well as through representation in advertising texts. Social Institutions looks at the pervasiveness of advertising strategies in different social domains, including politics, music, housing, and education. Everyday Life highlights how a promotional ethos and advertising initiatives pervade self image, values, and relationships. The Environment interrogates advertising’s relationship to environmental issues, the promotional efforts of corporations to construct green images, and mass consumption’s relationship to material waste. With chapters written by leading international scholars working at the intersections of media studies and advertising studies, this book is a go-to source for those looking to understand the ways advertising has shaped consumer culture, in the past and present.

Media Society

Author : David Croteau
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The Third Edition of this popular text provides students with an overview of the entire media process, with an emphasis on how social forces influence the media and how media potentially affect society.

Leveraging Mobile Media

Author : Valerie Feldmann
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Mobile communications emerges as a new digital distribution platform for media content due to the migration to next generations' networks and their capabilities for broadband data communications. As such, mobile communications offers opportunities for media development because of an increased overlap between interpersonal and group communications with mass media communications, ubiquitous access to trusted media brands as well as integrated cross-network strategies for media content. The book takes two different viewpoints on potential levers for the developments of the media industry and mobile media: from a competitive strategy point of view it assesses the potentials for an extension of cross-media strategies; from a public policy point of view the book investigates demands and requirements for innovation policy that foster innovation in mobile media markets. TOC:Introduction.- Incentives, barriers, and drivers for media development under the influence of mobile communications.- The mobile communication system: elements and characteristics.- The social use of the mobile communications system.- Cross-media and cross-network strategies for mobile media.- Innovation policy for mobile media.- Conclusion

The Business of Media

Author : David Croteau
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The Second Edition of The Business of Media: Corporate Media and the Public Interest provides students with the critical, yet careful, analysis of the rapidly changing media industry that they need in order to get behind the headlines and understand our increasingly media-saturated society. Authors David Croteau and William Hoynes examine the possible influence media changes are having on society-paying particular attention to the tension between the media industry's insatiable quest for profits and a democratic society's need for a media system that serves the public interest. The Second Edition has been revised and updated to include analysis of the media business in the early years of the 21st century!

Global Media Sport

Author : David Rowe
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How has globalization impacted on sports media? What are the economic ramifications? And what is the future of sports media? In order to answer these questions, this book investigates the constituents, dimensions and implications of the flows of media sport from the Global West to the Global East, and in the reverse direction. At an historical moment when the relative stability of the Western media sport order is under challenge, it analyses a range of key structures, practices and issues whose ramifications extend far beyond the fields of play and national contexts in which sport events take place. The book will appraise and analyse the state of sports television, rise of new sports media, emergence of hybrid sport cultural forms, eruption of sport-related political controversies, scandals and power struggles, mutations of forms of global sport fandom, and projections of the future of global media sport. In bringing together the latest research from across a number of disciplines, this book offers an exciting contribution to the emerging field of global sports media.

Building Brands in the Indian Market

Author : Tapan Kumar Panda
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How are brands built? Is an advertising campaign capable enough to build a brand? What are the criteria for making a brand successful? Is building and managing a brand in India different than elsewhere? How Customer Relationship Management shapes a branding paradigm? Do extensions dilute the master brand????Many more intriguing questions answered in this book by researchers, academicians, CEOs, brand gurus and consultants.

Digital Broadcasting

Author : Jo Pierson
File Size : 81.53 MB
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Digital Broadcasting presents an introduction to how the classic notion of 'broadcasting' has evolved and is being reinterpreted in an age of digitization and convergence. The book argues that 'digital broadcasting' is not a contradiction in terms, but-on the contrary-both terms presuppose and need each other. Drawing upon an interdisciplinary and international field of research and theory, it looks at current developments in television and radio broadcasting on the level of regulation and policy, industries and economics, production and content, and audience and consumption practices.

Understanding Media Convergence

Author : August E. Grant
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On our contemporary media landscape, the potential of the written word is limitless. Repurposing print journalism for the Internet and beyond, convergent journalism invigorates and transforms how we create and experience media. A vital new resource in our digital age, Understanding Media Convergence outlines and investigates the broad theoretical and conceptual issues surrounding this emergent subject. Bringing together incisive work by some of the leaders in the field--including Janet Kolodzy, Bob Papper, Kenneth Killebrew, and Charles Bierbauer--editors August E. Grant and Jeffrey S. Wilkinson have selected readings that introduce readers to this provocative subject and provide a strong framework for inquiry. Through its dynamic and diverse voices, this compelling anthology * outlines the various types of convergence and their theoretical underpinnings * presents real-world case studies that show convergent journalism in action * investigates the democracy of weblogs * provides insight into convergence by applying feminist theory, organizational culture, and management theory * concludes with a discussion of the future of convergent journalism These essays expand and underscore the practical techniques put forth in Grant and Wilkinson's textbook, Principles of Convergent Journalism, and the contributors offer a fascinating look at the controversies, constraints, and possibilities of media convergence. Essential for advanced journalism students, scholars, and professional journalists, Understanding Media Convergence sheds light on the future of the media--and the transformations that will affect us all.

Electric Sounds

Author : Steve J. Wurtzler
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Electric Sounds brings to vivid life an era when innovations in the production, recording, and transmission of sound revolutionized a number of different media, especially the radio, the phonograph, and the cinema. The 1920s and 1930s marked some of the most important developments in the history of the American mass media: the film industry's conversion to synchronous sound, the rise of radio networks and advertising-supported broadcasting, the establishment of a federal regulatory framework on which U.S. communications policy continues to be based, the development of several powerful media conglomerates, and the birth of a new acoustic commodity in which a single story, song, or other product was made available to consumers in multiple media forms and formats. But what role would this new media play in society? Celebrants saw an opportunity for educational and cultural uplift; critics feared the degradation of the standards of public taste. Some believed acoustic media would fulfill the promise of participatory democracy by better informing the public, while others saw an opportunity for manipulation. The innovations of this period prompted not only a restructuring and consolidation of corporate mass media interests and a shift in the conventions and patterns of media consumption but also a renegotiation of the social functions assigned to mass media forms. Steve J. Wurtzler's impeccably researched history adds a new dimension to the study of sound media, proving that the ultimate form technology takes is never predetermined. Rather, it is shaped by conflicting visions of technological possibility in economic, cultural, and political realms. Electric Sounds also illustrates the process through which technologies become media and the ways in which media are integrated into American life.

Competition Law and Practice

Author : Dorothy Livingston
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This text covers anti-competitive agreements, unilateral anti-competitive practices and merger control. Within each section the law and penalties of competition law are discussed. A comparison of pre-clearance systems in merger control between Europe and the UK is also covered

The Wireless Spectrum

Author : Barbara Crow
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As evidenced by the clientele in any urban coffee shop, devices such as cell phones, BlackBerries, and Wi-Fi-enabled laptops have proliferated, particularly during the past ten years. The Wireless Spectrum explores how wireless technologies have modified both individual and public life, transforming our experiences of space, time, and place, while reshaping our day-to-day interactions. Bringing together visual artists, designers, activists, and communication and humanities scholars to reflect on mobile media, this collection engages a new terrain of interdisciplinary research. Interrogating these new forms of community and communication practices as they are emerging in Canada and around the world, the essays in The Wireless Spectrum ask how these new technologies transfigure subjectivities, creating new forms of social behaviour and provocative aesthetic practices.

Two Winters and 365 days

Author : Anuradha Prasad
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When Ananya’s life fell apart and crumpled at a young age she was helpless with the sole intention of supporting her family... she takes up editing an equally crumbling lifestyle magazine AFTER-TEA not knowing what lay ahead thus Ananya’s journey into the mad mad world of the media begins. Though her journey as a professional is replete with adventure, thrill and risks she starts enjoying it ...as fate could not steal away her innate talent and an eye for perfection... But as they say in the beautiful Bollywood city of Mumbai anything is possible! A die hard professional and a ‘construction magnate’ Vicky Arora falls hopelessly in love with simple Ananya...Though Vicky feels most happy and himself with her does she feel the same? Was she ready to look at love again in the eye? Or was life playing a double game with her? Will she fall this time never to get up? TWO WINTERS AND 365 DAYS is a thrilling story of a journey replete with adventure, hope, romance, and of self discovery...

International Media Law

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Selling the Silver Bullet

Author : Avi Santo
File Size : 60.75 MB
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Originating as a radio series in 1933, the Lone Ranger is a cross-media star who has appeared in comic strips, comic books, adult and juvenile novels, feature films and serials, clothing, games, toys, home furnishings, and many other consumer products. In his prime, he rivaled Mickey Mouse as one of the most successfully licensed and merchandised children's properties in the United States, while in more recent decades, the Lone Ranger has struggled to resonate with consumers, leading to efforts to rebrand the property. The Lone Ranger's eighty-year history as a lifestyle brand thus offers a perfect case study of how the fields of licensing, merchandizing, and brand management have operated within shifting industrial and sociohistorical conditions that continue to redefine how the business of entertainment functions. Deciphering how iconic characters gain and retain their status as cultural commodities, Selling the Silver Bullet focuses on the work done by peripheral consumer product and licensing divisions in selectively extending the characters' reach and in cultivating investment in these characters among potential stakeholders. Tracing the Lone Ranger's decades-long career as intellectual property allows Avi Santo to analyze the mechanisms that drive contemporary character licensing and entertainment brand management practices, while at the same time situating the licensing field's development within particular sociohistorical and industrial contexts. He also offers a nuanced assessment of the ways that character licensing firms and consumer product divisions have responded to changing cultural and economic conditions over the past eighty years, which will alter perceptions about the creative and managerial authority these ancillary units wield.

Digital Mosaic

Author : David Taras
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Digital Media has transformed the way Canadians socialize and interact, conduct business, experience culture, fight political battles, and acquire knowledge. Traditional media, including newspapers and conventional TV networks, remain the primary link to Canada's political sphere but are under concerted attack. YouTube, blogs, online broadcasting, Facebook, and Twitter have opened new and exciting avenues of expression but offer little of the same "nation-building glue" as traditional media. Consequently, Canada is experiencing a number of overlapping crises simultaneously: a crisis in news and journalism, threats to the survival of the media system as a whole, and a decline in citizen engagement. In Digital Mosaic, David Taras both embraces and challenges new media by arguing that these coinciding crises bring exciting opportunities as well as considerable dangers to democratic life and citizen engagement in Canada.

Animating with Flash 8

Author : Alex Michael
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Whether you are a designer who hasn't yet used Flash, a professional animator who wants to create digital animation for the first time, or a Flash user who hasn't yet made the most of the animation features this book will show you how to bring your ideas to life. Get to grips with Flash and bring inspiration to your work using Alex Michael's easy to understand approach, demonstrating a wide selection of animation styles from a range of artists, along with key tips and tricks from the professionals.