ABSTRACT
This chapter discusses major perspectives and debates on media–marketing integration and puts forward arguments against commercial integration, responding to various objections. The relevant debates here engage with a wide range of issues and concerns ranging from media finance; managerial, editorial, and creative control; brand realism and aesthetics; consumer awareness; marketer power; and the desirability and feasibility of different forms of governance. Reviewing the literature, the chapter examines three main problem areas: consumer welfare, ensuring that consumers are sufficiently aware of marketing communications; the effect of native advertising on the quality and integrity of channels of communication and marketers’ power; and marketers’ ‘share of voice’ within communication spaces. This chapter introduces the range of perspectives and debates on media–marketing integration and advances critical perspectives on commercial integration to help readers identify considerations and make up their own minds on the quality of the evidence and arguments.
