Handbook of Media Branding by Gabriele Siegert, Kati Förster, Sylvia M. Chan-Olmsted, Mart

By Gabriele Siegert, Kati Förster, Sylvia M. Chan-Olmsted, Mart Ots

This complete instruction manual severely addresses present concerns and achievements within the box of media branding. by way of discussing media branding from assorted viewpoints, disciplines and learn traditions, this e-book deals clean views and identifies parts of curiosity for additional examine. The authors spotlight the peculiarities of this box and demonstrate hyperlinks and commonalities with different components of analysis inside verbal exchange technological know-how. The chapters handle assorted examine parts, resembling society-, content-, management-, viewers- in addition to ads points of media manufacturers. This guide hence brings jointly contributions from diverse components making it a helpful source for researchers and specialists from attracted to media branding.

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Semantic Web. (2014). The Semantic Web. org. Retrieved from http://semanticweb. org. Accessed January 6, 2014. M. Chan-Olmsted and R. Shay Shafer, S. (2013). Hulu soldiers on in battle to catch Netflix. SNL Kagan. aspx. Accessed January 6, 2014. Sharma, R. , & Pandey, T. (2011). The impact of electronic word-of-mouth in the distribution of digital good. Webology. 8(1). org. Accessed January 6, 2014. , & Spinola, D. (2009). Netflix. Harvard Business School Case, 607-138, May 2007 (Revised April 2009).

Com/. Accessed January 6, 2014. Disney. (2014). MagicBands & Cards. Disney World. disney. com. Accessed July 24, 2014. , & Uncles, M. (1992). The impact of program brands on consumer evaluations of television and radio broadcast brands. The Journal of Product & Brand Management, 16(3), 178–187. eMarketer. (2013). Leading benefits of big data usage according to agencies and brand executives in the United States as of August 2013. com. emarketer. com. Accessed January 6, 2014. Forbes. (2014). BrandVoice.

While the company had a history of sponsoring unconventional and extreme stunts and sport events, it was the integrated content they offered on YouTube that allowed them to tell brand stories through engaging and relevant video content. Snowboard videos, live streaming sky dives, and archives of do-it-yourself (DIY) flying crafts told a story that was as attractive as competing media content (Red Bull, 2014). While it is still an important technique, having branded content appear alongside professionally produced media in the form of commercial breaks or strategically placed advertisements is no longer the only way to reach consumers.

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