Helen Powell - Promotional Culture and Convergence: Markets, Methods, Media

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PROMOTIONAL CULTURE AND CONVERGENCE

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 cultures 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 present 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.

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

PROMOTIONAL CULTURE AND CONVERGENCE

Markets, Methods, Media

Edited by Helen Powell

First published 2013

by Routledge

2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN

Simultaneously published in the USA and Canada

by Routledge

711 Third Avenue, New York, NY 10017

Routledge is an imprint of the Taylor & Francis Group, an informa business

2013 Helen Powell for selection and editorial matter; individual chapters, the contributors.

The right of Helen Powell to be identified as editor of this work has been asserted by her in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988.

All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.

British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

Library of Congress Cataloging in Publication Data

Promotional culture and convergence : markets, methods, media / [edited by] Helen Powell.

p. cm.

Includes bibliographical references and index.

1. Internet advertising. 2. Interactive marketing. 3. Branding (Marketing)

I. Powell, Helen.

HF6146.I58P76 2013

658.8--dc23

2012037242

ISBN: 9780415672795 (hbk)

ISBN: 9780415672801 (pbk)

ISBN: 9780203130322 (ebk)

CONTENTS

Helen Powell

Helen Powell

Helen Powell

Chris Hackley and Rungpaka Amy Hackley ne Tiwsakul

Cheryl Martens

Heather Yaxley

Jonathan Hardy

Daniel Lee

Tim Holmes

Jeremy Orlebar

Searle Kochberg

Figures

Table

Chris Hackley is Professor of Marketing in the School of Management, Royal Holloway University of London. His PhD from Strathclyde University entailed a study of the creative advertising development process in top London advertising agencies. He has published research on a range of topics connected to consumption and cultural policy, including UK alcohol policy and young people, media regulation, advertising and promotion management, media ethics, management education, consumer cultural identity, creativity and advertising, and marketing theory.

Rungpaka Amy Hackley ne Tiwsakul is Lecturer in Marketing at Queen Mary, University of London. She was previously Lecturer in Marketing at the Universities of Durham and Surrey. Her PhD, a cross-cultural study of television product placement, was awarded by the School of Management, Royal Holloway University of London. Dr Hackleys research in consumption, identity and marketing communication has appeared in various publications, including the Journal of Business Research, Journal of Marketing Management and International Journal of Advertising.

Jonathan Hardy is Reader in Media Studies at the University of East London and teaches political economy of media at Goldsmiths College, University of London. He is the author of Cross-Media Promotion (Peter Lang, 2010), Western Media Systems (Routledge, 2008) and co-editor of The Advertising Handbook (Routledge, 2009). He teaches and writes on political economy of media, media and advertising, communications policy and regulation, and international and comparative media. He is secretary of the UK media reform group, the Campaign for Press and Broadcasting Freedom (www.cpbf.org.uk).

The day Tim Holmes started on his first magazine the management decided to close it down. Fortunately he found a better job on a bigger title, working with talented people who taught him all he needed to know to start his own publishing company. He is now a Senior Lecturer at Cardiff University, where he runs the journalism schools magazine courses and publishes in the field of magazine studies. His most recent book is Magazine Journalism (Sage, 2011).

Searle Kochberg is a maker and writer on cinema and other performing arts. He has an academic post at the University of Portsmouth where he teaches film history, film production and scripting (fiction and non-fiction). He is currently pursuing a PhD in the essay film and self-representation.

Daniel Lee has worked as a print and web writer and editor for The Guardian, The Times, Time Out, the New Statesman, Channel 4 and other organizations since 1989. His writing includes several non-fiction and fiction books, including a childrens novel, Finding Dad (illustrated by Korky Paul, launched at the Hay Festival in 2005 and later performed by Michael Palin for an audio CD). He has appeared on Sky News and BBC Radio discussions and helped to launch a number of publications. He is a lecturer on several undergraduate and postgraduate courses at City University London and is director of the consultancy Being Media in Oxford (http://www.beingmediaoxford.com). He continues to write and practice as a journalist.

Cheryl Martens has lectured in Branding and Brand Communications and Digital Communication Strategies as Senior Lecturer at Bournemouth University and was previously Senior Lecturer in Advertising, the University of the Arts, London. She holds a PhD from the University of Manchester and has published work on the politics of global branding and corporate social responsibility, the branding of HIV/AIDS communication, as well as cross-sector social partnerships. Cheryl currently teaches methodology and communications courses in the Latin American Faculty for Social Sciences (FLACSO), Ecuador.

Jeremy Orlebar is an experienced radio and television producer, director and lecturer. He has over 25 years of experience with BBC Television and Radio, producing and directing factual programmes. He now works as a freelance writer, consultant and lecturer in media. His publications include

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