Name: Celebrity and the American Political Process: Integrated Marketing Communication (en Inglés)
SKU: 60828734
Price: 2504.24 MXN
Availability: InStock
Author: Brubaker, Jennifer
ISBN: 9781498579728

portada Celebrity and the American Political Process: Integrated Marketing Communication (en Inglés)

Celebrity and the American Political Process: Integrated Marketing Communication (en Inglés)

Formato

Libro Físico

Autor

Jennifer Brubaker

Editorial

Lexington Books

Idioma

Inglés

N° páginas

138

Encuadernación

Tapa Dura

Dimensiones

22.9x15.2x1 cm

Peso

0.35 kg.

ISBN13

9781498579728

Categorías

Estudios de comunicación
Estructura y procesos políticos
Ventas y marketing

Celebrity and the American Political Process: Integrated Marketing Communication (en Inglés)

Jennifer Brubaker (Autor) · Lexington Books · Tapa Dura

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Reseña del libro "Celebrity and the American Political Process: Integrated Marketing Communication (en Inglés)"

Integrated Marketing Communication: Celebrity and the American Political Process uses an integrated marketing communication perspective to examine the brand of the celebrity as it is brought into the American political system, primarily in the form of celebrity endorsements and branding, as candidates, causes, and movements use celebrities as a strategy to reach voters. Jennifer Brubaker posits that while the relationship between celebrities and political issues is hardly new, it has evolved into a significant connection--in the past, it was a novelty to see a politically active celebrity; today, it's becoming an expectation related to fame. Using integrated marketing communication and persuasion theory, Brubaker argues that establishing candidates' brand identity is a critical factor in determining whether they win or lose an election, and celebrity-politics relationships are a central tool in building a candidates' brand identity. Scholars of political science, communication, marketing, and history will find this book particularly useful.