Celebrity and the American Political Process: Integrated Marketing Communication - Image 1

£72.44

Lexington Books Celebrity and the American Political Process: Integrated Marketing Communication

Name: Celebrity and the American Political Process: Integrated Marketing Communication
Brand: Lexington Books
Price: 72.44 GBP
Availability: InStock

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Description

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. About the Author Jennifer Brubaker is associate professor in the Department of Communication Studies at the University of North Carolina Wilmington.

Product Specifications

Brand: Lexington Books
Format: hardcover
ASIN: 1498579728
Category: Books > Subjects > Business, Finance & Law > Sales & Marketing > Advertising
Domain: Amazon UK
Release Date: 15 December 2020
Listed Since: 01 July 2020

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Lexington Books Celebrity and the American Political Process: Integrated Marketing Communication

New to our records — first sighting 6 days ago. We'll learn its rhythm.

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