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Mapping the Media-Marketing Ecology
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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.
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Keywords
- Adtec
- Advertising ethics
- Advertising technology
- AI
- artificial intelligence
- Brand Management
- branded content
- Branded Content Governance Project
- communication ethics
- Creator economy
- Marketing agencies
- Marketing Ethics
- Media Ethics
- platforms
- thema EDItEUR::G Reference, Information and Interdisciplinary subjects::GT Interdisciplinary studies::GTC Communication studies
- thema EDItEUR::J Society and Social Sciences::JB Society and culture: general::JBC Cultural and media studies::JBCT Media studies
- thema EDItEUR::J Society and Social Sciences::JB Society and culture: general::JBC Cultural and media studies::JBCT Media studies::JBCT3 Media studies: advertising and society
- thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing::KJSA Advertising
- thema EDItEUR::L Law::LN Laws of specific jurisdictions and specific areas of law::LNJ Entertainment and media law
Links
DOI: 10.4324/9781003674146Editions