Marketing Communication of Media Brands: A Literature Review

Stefan Weinacht ()
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Stefan Weinacht: Westfälische Hochschule

A chapter in Handbook of Media Branding, 2015, pp 231-249 from Springer

Abstract: Abstract Marketing literature provides a wide range of recommendations on how to do marketing communication. However these cannot be adopted on a one-to-one basis by media brands. This article gives a literature review on what has been written on the communication of media brands. It is focused on communication goals, media messages, media platforms and selected instruments of communication. Because it is in these aspects that media brand communication differs most from any other brand communication.

Keywords: Marketing communication; Media promotion; Media messages; Literature review (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-18236-0_16

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DOI: 10.1007/978-3-319-18236-0_16

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