Promotional Culture and Convergence

Promotional Culture and Convergence

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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 culturea€™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 a€˜new consumersa€™ 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.Figure 1.1 Westfield Shopping Centre, London Source: Helen Powell Spectacle is generated via a sensorial overload on all levels throughout the mall, for a#39;in a world where peoplea#39;s attention spans are shorter and shorter, shopping has toanbsp;...

Title:Promotional Culture and Convergence
Author:Helen Powell
Publisher:Routledge - 2013-04-17


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