ABSTRACT
This chapter provides an introduction, executive summary, overview of contents and situates the book in the context of its development as part of the Branded Content Governance Project, a three-year international research study. The chapter provides a substantive section addressing definitions of marketing communications and promotion and it discusses the choice and range of terms surrounding branded content, including native advertising, influencer marketing, paid and sponsored content. The chapter also explores the original concept we advance for the book of a ‘media-marketing ecology’, explaining our use of ecology and discussing the various related terms and concepts that have been used in academic, industry, and policy literature. The introduction explains how the book seeks to provide the underpinning analysis of the context and industry activities through which media-marketing integration needs to be understood.
