Handbook of Media Branding [Paperback]

This comprehensive?handbook?critically addresses current issues and achievements in the field of media branding. By discussing media branding from different viewpoints, disciplines and research traditions, this book offers fresh perspectives and identifies areas of interest for further research. The authors highlight the peculiarities of this field and reveal links and commonalities with other areas of study within communication science.?The chapters address different research areas, such as society-, content-, management-, audience- as well as advertising aspects of media brands. This handbook thus brings together contributions from different areas making it a valuable resource for researchers and experts from industry interested in media branding.Preface.- Part I: Media Branding: Locating an Emerging Research Area.- Part II: The Management Perspective: Media Brands as Management Task.- Part III: The Product Perspective: Media Brands as Branded Content.- Part IV: the Communication Perspective: Media Brands as Marketing Communication and Co-Creation.- Part V: The Consumer Perspective: Media Brands as an Audience Construct.- Part V: The Value Perspective: Media Brands Between Societal Expectations, Quality and Profit.

Gabriele Siegert is Professor in the IPMZ - Institute of Mass Communication and Media Research at the University of Zurich, Switzerland. Her research focuses on media economics, media management, in particular media branding, as well as advertising. She is the author and co-author of books such as Media Brand Management (Medienmarken-Management), Introduction to Advertising in the Media- and Information Society (Werbung in der Medien- und Informationsgesellschaft) or Introduction to Media Economics (Medien?konomie  eine problemorientierte Einf?hrung) and co-editor of books such as Economics of Entertainment Production (Zur ?konomie der Unterhaltungsproduktion) or Introduction to Mass Communication (Einf?hrung in die Publizistls