Transmedia marketing : from film and TV to games and digital media /

Zeiser, Anne

Transmedia marketing : from film and TV to games and digital media / Anne Zeiser. - xvii, 450 pages : illustrations ; 25 cm

Includes index.

1. Introduction to transmedia marketing --
2. Marketing planning --
3. The creative process --
4. Influence the influencers : press and publicity --
5. Influence the influencers : A-list vehicles --
6. Reaching your public : visual expression --
7. Reaching your public : advertising --
8. Reaching your public : digital and viral --
9. Finding success.

9780415716116 (pbk.) 9780415716109 (hbk)


Mass media--Marketing.
Digital media--Marketing.
Marketing--Technological innovations.
Medios de comunicación de masas--Mercadeo.
Formatos digitales--Mercadeo.
Televisión--Mercadeo.

P 96 / Z47t 2015

302.230688