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The purpose of this paper is to examine the professional culture of television marketing in the UK, the sector of arts marketing responsible for the vast majority of programme trailers and channel promos seen on British television screens.

In research approach, it draws on participant observation at Promax UK, the main trade conference and award ceremony of the television marketing community. Developing John Caldwell’s analysis of the cultural practices of worker groups, it uses Promax as a site of study itself, exploring how a key trade gathering forges, legitimates and ritualizes the identity and practice of those involved in television marketing.

Its findings show how Promax transmits industrial lore, not only about “how to do” the job of television marketing but also “how to be” in the professional field. If trade gatherings enable professional communities to express their own values to themselves, Promax members are constructed as “TV people” rather than just “marketing people”; the creative work of television marketing is seen as akin to the creative work of television production and positioned as part of the television industry.

The value of the paper is the exploration of television marketing as a professional and creative discipline. This is especially relevant to marketing and media academics who have tended to overlook, or dismiss, the sector and skills of television promotion.

In this chapter, the authors argue that technology can be advantageous to children and young people’s mental health. The authors argue that social media platforms can foster social connection, social support and access to important information to support mental health. The authors also highlight the risks, particularly the research which links technology to mental ill-health. The authors argue that the digital curriculum in schools should develop young people’s knowledge of digital literacy, digital citizenship and digital resilience. Finally, the authors explore the potential role that technological applications (apps) can play in supporting children and young people’s mental health. The authors argue that although research is in its infancy, some studies have produced promising results.

This paper discusses public relations (PR) practice from the perspective of a former editor and current senior editors in the UK to provoke a debate on PR education, particularly as it prepares intending practitioners for work in media relations and, more broadly, careers in PR. The main issues and concepts raised in the paper relate to trust, ethics and the development of PR as a strategic function. The paper discusses the PR programme in the department of journalism at the University of Central Lancashire in the UK. The discussion focuses on the need to shift the emphasis in PR education to become more ethical and strategic without discrediting the continued need for tactical career preparation and good press relations.

The purpose of this paper is to interrogate the potential for hyper‐local news websites to support and sustain peripheral rural communities by extending and developing the public sphere(s) in which they engage locally and globally.

Theoretical understandings of communicative spaces, monitorial citizenship and “liquid life” and journalism developed by Jurgen Habermas, Michael Schudson, Zygmunt Bauman and Mark Deuze inform this pilot study of a hyper‐local project undertaken by a UK media corporation. Data sets comprising documentation; news‐website content; interviews with journalists; “knowledge café” exploration of audience interactions and questionnaires are analysed to identify themes and sub‐themes in the production and use of media content.

The hyper‐local project was found to have been put in place without engaging effective involvement of the community concerned and the initial conceptualisation, predicated on assumptions of an inward focus for the community, did not recognise the importance of communicative networks which both supported sustainability within the group and situated that community in wider social, cultural, economic and media dimensions. As such the project tended to reinforce, or at least, not mitigate, the community's geographical isolation.

This is a small‐scale pilot project exploring new forms of media/community engagement and, while the results can be regarded as indicative, further research is needed to investigate hyper‐local developments in a wider contextual field.

The paper addresses an important but little‐researched emergent issue: “hyper‐local”. It explores in detail some of the complexities that are beginning to be theorised in broad terms and extends understandings of local‐level practices and processes.

Dynamic capabilities (DCs) help media firms adapt to rapidly changing environments. The purpose of this study is to provide a comprehensive literature review of studies of DCs in strategic management research with a view to understanding its implications for the management of media organizations. Essentially, it fertilizes on the idea that the concept of DC is useful and vital for answering various critical questions regarding the challenges that media organizations are currently facing.

This study builds on a systematic literature reviewing design as the research methodology. It aims to identify, critically evaluate, and integrate factors, dimensions, and findings on studies of DCs in strategic management research and builds knowledge transfers to the field of strategic management research in the media industry.

The study shows that the DC framework helps media firms effectively respond to changing environments. The conceptual DC framework has implications for media strategy practice. Results indicate a considerable growth in the number of papers published related to the DCs in media organizations from 2003 to 2018.

The study qualifies the relevance and validity of the DC framework in strategic management research for the field of strategic media management. It explores a research agenda in this domain by precisely explaining the significant trends in the theory of DC to shape managerial strategies in the media industry.

On the one hand, there are traditional banks with high street branches; on the other hand, there are neobanks that do not operate physical branches. The ongoing lockdown has placed restrictions on the movement of people. This study aims to extend knowledge on new trends to provide financial services amid the COVID-19 global pandemic. The study also explores social media's impact on banking in the United Kingdom from the total relationship marketing (TRM) theory (Gummesson, 2017). Tweets from 12 banks in the United Kingdom were thematically analysed to understand the challenges and issues banks face due to the pandemic and how they use Twitter to communicate and engage customers since they provide financial services through mobile applications. The location, which influences service delivery, is crucial for delivering financial services to their customers. The analysis presents three key themes: service update, preparation and delivery. Banks use Twitter to highlight updates about their services, provide information on measures to support the ongoing transition to online banking and communicate changes implemented to improve service delivery. This study provides theoretical and managerial implications for stakeholders interested in financial services management, information technology management and customer behaviour.

Direct marketing faces challenges and opportunities associated with the emergence of social network media. Companies need to address target audiences both directly and also indirectly through social media. The purpose of this paper is to provide a review of the changing media landscape of direct marketing, and proposes a model of direct and indirect targeting of buyers.

A conceptual model is presented which brings together the needs of producers, sellers and communities. Customer experience is used as an integrative framework for reconciling the sometimes differing needs of these groups.

The literature is reviewed, noting changes in media habits. Previous studies of social network users provide a picture of the benefits sought by members of online communities.

Assessment of direct marketing has traditionally emphasised cognitive and behavioural metrics. This paper has proposed an experiential framework which may be more difficult to measure, but evidence is presented that emotions associated with use of social network web sites may be more important as a key success factor for direct marketing.

The paper offers a general outline of four broad consumer categories or groups, in part distilled from the range of detailed and colourfully named descriptors used to differentiate fashion and clothing consumer groups, identify and recognize trends. The paper will offer the opportunity to look at the long‐term impact of external forces on fashion and clothing purchasing decisions.

The method of research was diverse, but largely drawn from observation; media analysis and industry intelligence. In the course of the work, it was possible to draw on a varied range of sources to categorize purchasing decisions (illustrating consumer categories) into four main drivers.

Thus to highlight some of the major forces that might drive the consumer.

In reducing the detailed forecasts usually prepared for fashion and related products, the paper might be of interest to those considering the long term impacts of society, culture and politics on the purchasing decisions of fashion and clothing customers.

An insight into the medium term future of fashion taking into consideration the consumer.

This paper aims to investigate how, where and when parents are mediating their children’s media activities and with which particular device. It also explores whether parents are identifying specific help in this area and questions where they might seek advice (should they need it). Furthermore, it investigates parents’ views regarding a pilot, free online TV channel dedicated to advice through discussion with experts, parents and children.

This small-scale study uses charts and semi-structured interviews to explore the views of parents/carers to better understand lived experiences in relation to mediated digital parenting in the home. The methodology was also designed so that findings will inform further production of relevant content for a video-based resource.

Although this study was limited in duration and scope, the results clearly support earlier research (Livingstone, 2018a, 2018b; Ofcom, 2017) regarding the desperation parents feel through not being able to access appropriate advice in the way they want it. Furthermore, findings provide overwhelming support for the potential benefits of relevant predominantly visually-based online content/advice.

The study raises questions about the empowerment of parents/carers in their own digital skills as a way of transferring confidence to their children, in navigating their way through the educational and social affordances and online safety issues through the use of accessible filmed content.

The findings show that issues, such as online safety and related behavioural pressures, remain key for parents and that there is an increasing need for more targeted support and ways to empower parents/grandparents with skills to enhance children’s digital agency. Furthermore, it offers an insight into ways in which styles of “enabling mediation” in the digital age may be analysed and reveals some of the day to day challenges parents face.