, to see if you have full access to this publication.
Book Titles No access
Celebrity and the American Political Process
Integrated Marketing Communication
Authors:
Publisher:
2020
Summary
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.
Search publication
Bibliographic data
Edition
1/2020
Copyright year
2020
ISBN-Print
978-1-4985-7972-8
ISBN-Online
978-1-4985-7973-5
Publisher
Lexington, Lanham
Language
English
Pages
122
Product type
Book Titles
Table of contents
ChapterPages
Contents No access
List of Figures No access
Introduction No access
Chapter 1 Integrated Marketing Communication No access
Chapter 2 Persuasion No access
Chapter 3 Persuasion No access
Chapter 4 History of Celebrities and Politics No access
