Del i serien Integrated Marketing Communication

Celebrity and the American Political Process

Integrated Marketing Communication

Häftad, Engelska, 2023

AvJennifer Brubaker

589 kr

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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.

Produktinformation

Utgivningsdatum2023-03-23
Mått150 x 228 x 9 mm
Vikt231 g
FormatHäftad
SpråkEngelska
SerieIntegrated Marketing Communication
Antal sidor138
FörlagBloomsbury Publishing Plc
ISBN9781498579742

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IntroductionPart IChapter 1: Integrated Marketing CommunicationChapter 2: Persuasion: Source EffectsChapter 3: Persuasion: Receiver EffectsPart IIChapter 4: History of Celebrities and PoliticsChapter 5: Election 2016: The Celebrity Election Chapter 6: Celebrities Post-2016: Everyone is “Woke” Epilogue: As 2020 approaches…Appendix A: “It Doesn’t Affect My Vote:” A study of third-person effects of celebrity endorsements in the 2004, 2008 and 2012 electionsAbout the Author

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