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Marketing Communication of Media Brands: A Literature Review

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Abstract

Marketing literature provides a wide range of recommendations on how to do marketing communication. However these cannot be adopted on a one-to-one basis by media brands. This article gives a literature review on what has been written on the communication of media brands. It is focused on communication goals, media messages, media platforms and selected instruments of communication. Because it is in these aspects that media brand communication differs most from any other brand communication.

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  1. Westfälische Hochschule, Gelsenkirchen, Germany

    Stefan Weinacht

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Editors and Affiliations

  1. IPMZ Institute, University of Zurich, Zurich, Switzerland

    Gabriele Siegert

  2. Institute of Journalism, University of Vienna, Vienna, Austria

    Kati Förster

  3. College of Journalism and Communication, University of Florida, Gainesville, Florida, USA

    Sylvia M. Chan-Olmsted

  4. Transformation Center MMTC-Media Management, Jönköping International Business School, Jönköping, Sweden

    Mart Ots

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Weinacht, S. (2015). Marketing Communication of Media Brands: A Literature Review. In: Siegert, G., Förster, K., Chan-Olmsted, S., Ots, M. (eds) Handbook of Media Branding. Springer, Cham. https://doi.org/10.1007/978-3-319-18236-0_16

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