Celebrity and the American Political Process : Integrated Marketing Communication Paperback / softback
by Jennifer Brubaker
Part of the Integrated Marketing Communication series
Paperback / softback
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.
Information
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Out of stock
- Format:Paperback / softback
- Pages:138 pages, Illustrations, unspecified; Halftones, Black & White including Black & White Photographs
- Publisher:Lexington Books
- Publication Date:15/05/2023
- Category:
- ISBN:9781498579742
Other Formats
- Hardback from £74.05
Information
-
Out of stock
- Format:Paperback / softback
- Pages:138 pages, Illustrations, unspecified; Halftones, Black & White including Black & White Photographs
- Publisher:Lexington Books
- Publication Date:15/05/2023
- Category:
- ISBN:9781498579742
