Celebrity and the American Political Process: Integrated Marketing Communication

Integrated Marketing Communication: Celebrity and the American Political Process uses an integrated marketing communication perspective to examine...
Dhs. 374.08 AED
Dhs. 374.08 AED
SKU: 9781498579742
Product Type: Books
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Author: Jennifer Brubaker
Format: Paperback
Language: English
Subtotal: Dhs. 374.08
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Celebrity and the American Political Process: Integrated Marketing Communication by Brubaker, Jennifer

Celebrity and the American Political Process: Integrated Marketing Communication

Dhs. 374.08

Celebrity and the American Political Process: Integrated Marketing Communication

Dhs. 374.08
Author: Jennifer Brubaker
Format: Paperback
Language: English
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.

Author: Jennifer Brubaker
Publisher: Lexington Books
Published: 03/23/2023
Pages: 138
Binding Type: Paperback
Weight: 0.43lbs
Size: 9.00h x 6.00w x 0.30d
ISBN: 9781498579742

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