Page 174 - Critical Political Economy of the Media

Marketing communications and media 153

more resources to media serving wealthy consumers. Much media provision is
shaped to appeal to the interests of the affluent because their high disposable
incomes make them a prime target for advertisers.

3 Technical capabilities and marketing effectiveness

The third key factor arises from the technical capabilities and resources for
marketing effectiveness that affect marketers’ demands on media. Digital media
capabilities for tracking and targeting consumers provide enhanced opportunities
for marketer-controlled content. Marketers’ capabilities and opportunities to
disaggregate advertising from media vehicles (behavioural advertising, owned
media, etc.), and to integrate advertising with media (product integration, adver-
games, etc.), both contribute to pressures on media to accommodate marketers
in ostensibly media-controlled content.

4 Advertiser–media placement behaviour
Ad influence on non-advertising content (affecting both what is promoted or
suppressed) arises also from the instrumental interactions between marketers,
marketing agencies, media firms and content makers. Advertising decisions can
be ideological, intentional and instrumentalist, so this category includes corporate
censorship and other forms of advertising influence arising from the behaviour
and interaction of media and marketing actors.

5 Corporate ownership and relationships

Media conglomerates interlock with advertising in a variety of ways. There is
corporate cross-ownership of media and advertising businesses, and interlocking
at the level of boards and strategic management. Media firms are major adver-
tisers and involved in extensive intra-firm as well as external advertising. Such
corporate integration, joint ventures and common corporate interests between
marketers, marketing communications agencies and media firms strengthen ad
influence.

6 Producer/produser cultures and relationships

Advertising influence is enhanced when marketing goals and promotional cultural
values are accepted and normalised by media providers and content creators.

7 User activity – practices and cultures
Various kinds of user interactivity and (co-)creation can promote ad-integration into
media content and communications and increase the acceptability of marketers’
presence in media.