数字并非孤立的……进一步批判性分析的道路是敞开的

Q1 Business, Management and Accounting

Journal of Marketing Communications Pub Date : 2023-08-10 DOI:10.1080/13527266.2023.2244799

P. Kitchen

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引用次数: 0

摘要

本刊刊登了来自美国、澳大利亚、波兰、新西兰和日本的五篇论文。摘要很好地总结了论文的内容，从移动支付、播客效果、乡村旅游广告到非营利捐赠请求，以及促销产品如何增强广告影响。我们现在正在接近2025年，自新千年开始以来已经过去了将近四分之一个世纪。在这么短的时间内，我们见证了所有媒体形式和推广机会的巨大扩张和加速多样化。并非所有这些都是数字化的，甚至不是在线的。是的，数字很重要，在媒体选择的万神殿中占据了应有的位置。但是，数字化并不是孤立的……在可预见的未来也不会!整个传统媒体和促销选择范围仍然是可操作的，有价值的和可用的。一种形式不能取代或支配另一种形式。至少，目前还没有。因此，对于我们的作者和贡献者，我们欢迎论文借鉴各种不同的数字和传统的运作方式，以及它们之间在开发、实施和评估营销和企业传播活动和战略方面的必要互动。因此，讨论传统和数字之间相互作用的批判性论文将受到欢迎。在当今媒体饱和的社会中，如果能看到批评性的论文来解决许多明显的消费者问题，那就太好了。例如:

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Digital does not stand alone… the road to further critical analysis lies open

This issue publishes five papers with a wide range of contributors from the USA, Australia, Poland, New Zealand and Japan. The abstracts summarise the paper contents well in subjects ranging from mobile payments, podcast effects, country tourism advertising, to nonprofit donation requests, and how promotional products enhance ad impact. We are now approaching 2025 and almost a quarter century has passed by since the inauguration of the new millenium. In that short time period, we have witnessed huge expansion and accelerating diversity in all media forms and promotional opportunities. Not all of these are digital or even online. Yes, digital is important and has taken its rightful place in the pantheon of media choices. But, digital does not stand alone . . . and nor will it for the foreseeable future! The whole range of traditional media and promotional options are still operational, valuable and usable. One form does not supersede or dominate the other. At least, not yet. Hence, to our authors and contributors, we welcome papers drawing on every diverse digital and traditional modus operandi and the necessary interactions between them in developing, implementing and evaluating marketing and corporate communications campaigns and strategies. Hence, critical papers addressing the interactions between traditional and digital would be welcome. It would be also great to see critical papers addressing the many consumer issues evident in today’s media-saturated societies. For example:

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来源期刊

Journal of Marketing Communications Business, Management and Accounting-Business and International Management

CiteScore

7.70

自引率

0.00%

发文量

期刊介绍： The Journal of Marketing Communications is a double-blind peer-reviewed journal devoted to publishing research papers and information concerning all aspects of marketing and corporate communication, branding both corporate and product-related, and promotion management. It is a channel for discussing issues such customer relationship management, integrated marketing communication, together with behavioural foundations of marketing communications and promotion management. The Journal will also consider papers in internal marketing and in the corporate communications domain.