Branded Content

Part One: Practices 1 Advertising and media: separation and integration 2. News Media and Marketing 3. Branded entertainment and product integration 4. Brand content direct to you: marketers' 'owned' media 5. Going native in digital media 6. Media as Marketers Part Two: Policies and Problems 7. Regulating convergent media and marketing communications 8. Lobbying, liberalisation, normalisation, and contestation 9. Communication gains and losses: economic, cultural, and societal 10. Media and marketing critiques: renewing the radical tradition 11. Advertising and Media (reprise): contesting normalisation

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• Humanidades
• Publicidade
• Economia
• Estudos de meios de comunicação
• Imprensa e jornalismo
• Indústria da publicidade

Native Advertising;Branded Content;communications law and policy;Sponsored Content;critical and cultural theory;Native Ad;public relations theory;Marketing Communications;promotional culture;IAB;Pq Medium;digital advertising;media/communication theory;IM;social media;PP;media history;Civil Society;media political economy;IPG;media industries;ICO;convergent media;UK Competition;media as marketers;Editorial Content;owned media;Content Recommendation;digital media;Commercial Message;sponsored stories;UK Television;product integration;ROI;branded entertainment;BBC's Public Service;marketing and news media;media studies;Cap Code;advertising;Critical Political Economy;Persuasion Knowledge;Non-advertising Content