1st Edition

Promotional Culture and Convergence Markets, Methods, Media

By Helen Powell Copyright 2013
    256 Pages
    by Routledge

    254 Pages
    by Routledge

    The rapid growth of promotional material through the internet, social media, and entertainment culture has created consumers who are seeking out their own information to guide their purchasing decisions.

    Promotional Culture and Convergence analyses the environments necessary for creating a culture of collaboration with consumers, and critically engages with key areas of contemporary promotional development, including:

    • promotional culture’s primary industries, including advertising, marketing, PR and branding, and how are they informed by changes in consumer behaviour and market conditions
    • how industries are adapting in the digital age to attract both audiences and advertising revenue
    • the evolving dialogues between ‘new consumers’ and producers and promotional industries.

    Ten contributions from leading theorists on contemporary promotional culture presents an indispensable guide to this creative and dynamic field and include detailed historical analysis, in-depth case studies and global examples of promotion through TV, magazines, newspapers and cinema.

    Introduction Promotion in an Era of Convergence Helen Powell  Section 1: Methods in Context  Chapter 1 Consumers, Markets and Marketplaces Helen Powell Chapter 2 The Promotional Industries Helen Powell  Chapter 3 From Integration to Convergence: The management of marketing communications in promotional culture Chris Hackley and Rungpaka Amy Tiwsakul  Chapter 4 The Impact of Convergence on the Branding Process Cheryl Martens  Chapter 5 The Public Relations Perspective of Promotional Culture Heather Yaxley  Section 2: Media in Context  Chapter 6 The Changing Relationship Between Media and Marketing Jonathan Hardy  Chapter 7 Media Convergence and Newspapers Daniel Lee  Chapter 8 Magazines and Promotion Tim Holmes  Chapter 9 Television: The TV ad and its afterlife Jeremy Orlebar  Chapter 10 Cinema: a reflection on how the film industry promotes itself Searle Kochberg


    Helen Powell is Programme Leader for Media & Creative Industries at the University of East London where she teaches Advertising and Consumer Studies. Her previous publications include Stop the Clocks! Time, Cinema and the Narrative (2012) and The Advertising Handbook (3rd ed, 2009).