4.1 The Rhetoric of Marketing Co-creation

Kapitel in diesem Buch

1. Frontmatter i
2. Editor’s Preface v
3. Contents vii
4. Introduction: Commercial Communication in the Digital Age – Disinforming Informed Users? 1
5. I. Information and Disinformation about Advertising
6. 1.1 Advertising Critique: Themes, Actors and Challenges in a Digital Age 15
7. 1.2 Information and Disinformation Through Advertising Literacy in Communication Studies: Action Research and Real Social Projects 37
8. 1.3 Advertising Self-Reference – as Exemplified by the International Festival of Creativity 57
9. II. Information and Disinformation through Advertising
10. 2.1 Human Processing of Commercial Information in Digital Environments 75
11. 2.2 Trade Practices and Consumer Disinformation 89
12. 2.3 Greenwashing: Disinformation through Green Advertising 105
13. 2.4 The Rise of Brand Journalism 121
14. III. Information about Users
15. 3.1 Micro-Moments, Liquidity, Intimacy and Automation: Developments in Programmatic Ad-tech 143
16. 3.2 The Legal and Ethical Aspects of Collecting and Using Information about the Consumer 161
17. 3.3 The Internet of Things as Disruptive Innovation for the Advertising Ecosystem 183
18. IV. Inclusion of Users in the Creation of Advertising
19. 4.1 The Rhetoric of Marketing Co-creation 209
20. 4.2 Spread the Word – The Effect of Word of Mouth in e-Marketing 227
21. 4.3 User-Generated Internet Memes as Advertising Vehicles: Visual Narratives as Special Consumer Information Sources and Consumer Tribe Integrators 247
22. List of Contributors – Short Biographies 267