Television Brandcasting: The Return of the Content-Promotion Hybrid

by Jennifer Gillan

Television Brandcasting examines U. S. television's utility as a medium for branded storytelling. It investigates the current and historical role that television content, promotion, and hybrids of the two have played in disseminating brand messaging and influencing consumer decision-making. Juxtaposing the current period of transition with that of the 1950s-1960s, Jennifer Gillan outlines how in each era new technologies unsettled entrenched business...

• Format: Paperback
• Language: English
• ISBN: 0415841224
• ISBN13: 9780415841221
• Release Date: December 2014
• Publisher: Routledge
• Length: 276 Pages
• Weight: 0.92 lbs.
• Dimensions: 0.7" x 6.0" x 8.9"