Branded Content and Entertainment in Advertising

2023-06-23
Branded Content and Entertainment in Advertising

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  • Author: María Rodríguez-Rabadán Benito
  • Publisher: Taylor & Francis
  • ISBN: 1000905586
  • Category : Business & Economics
  • Languages : en
  • Pages : 156

In recent years, branded content and entertainment have become standard practice for brands, advertising agencies, and production companies. This volume analyzes branded content through a theoretical and empirical study to examine the factors that have led to exponential growth and the adaptation of creative advertising processes in the creation of branded content. The book debates the suitability and acceptability of branded entertainment as an advertising practice, the different degrees of involvement of the brand in creating content, and the brands' mastery of entertainment. It explores the implications that may underpin the practice and discusses the necessary creative elements involved in their successful execution, as well as the effects it has on consumers and audiences. This insightful book will be a valuable guide for academics and upper-level students across marketing disciplines, including advertising, brand management and communications, as well as screenwriting.

Branded Content and Entertainment in Advertising

2023
Branded Content and Entertainment in Advertising

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  • Author: María Rodríguez-Rabadán Benito
  • Publisher:
  • ISBN: 9781032316420
  • Category : Advertising
  • Languages : en
  • Pages : 0

"In recent years, branded content and entertainment has become standard practice for brands, advertising agencies, and production companies. This volume analyses branded content through a theoretical and empirical study to examine the factors that have led to exponential growth and the adaptation of creative advertising processes in the creation of branded content. The book debates the suitability and acceptability of branded entertainment as an advertising practice, the different degrees of involvement of the brand in creating content, and the mastery of entertainment by brands. It explores the implications that may underpin the practice and discusses the necessary creative elements involved in the successful execution, as well as the effects it has on consumers and audiences. This insightful book will be valuable guide for academics and upper-level students across marketing disciplines, including advertising, brand management and communications, as well as screenwriting"--

Branded Content

2021-08-26
Branded Content

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  • Author: Jonathan Hardy
  • Publisher: Routledge
  • ISBN: 1317278887
  • Category : Social Science
  • Languages : en
  • Pages : 238

This is a critical study of the changing relationship between media and marketing communications in the digital age. It examines the growth of content funded by brands, including brands’ own media, native advertising, and the integration of branded content across film, television, journalism and publishing, online, mobile, and social media. This ambitious historical, empirical, and theoretical study examines industry practices, policies, and ‘problems’, advancing a framework for analysis of communications governance. Featuring examples from the UK, US, EU, Asia, and other regions, it illustrates and explains industry practices, forms, and formats and their relationship with changing market conditions, policies, and regulation. The book provides a wide-ranging and incisive guide to contemporary advertising and media practices, to different arguments and perspectives on these practices arising in industry, policy, and academic contexts, and to the contribution made by critical scholarship, past and present. It also offers a critical review of industry, regulatory, societal, and academic literatures. Jonathan Hardy examines the erosion of the principle of separating advertising and media and calls for a new framework for distinguishing marketing communications across 21st-century communications. With a focus on key issues in industry, policy, and academic contexts, this is essential reading for students of media industries, advertising, marketing, and digital media.

Engaging Consumers through Branded Entertainment and Convergent Media

2015-04-30
Engaging Consumers through Branded Entertainment and Convergent Media

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  • Author: Parreno, Jose Marti
  • Publisher: IGI Global
  • ISBN: 1466683430
  • Category : Business & Economics
  • Languages : en
  • Pages : 354

Branded entertainment is gaining popularity within marketing communications strategies. Blurring the lines between advertisements and editorial content, branded marketing provides advertisers and consumers with highly engaging media content that benefits them both. Engaging Consumers through Branded Entertainment and Convergent Media provides an interdisciplinary approach to connecting with the consumer through branding strategies in the entertainment and media fields. Featuring information regarding emergent research and techniques, this publication is a critical reference source for academics, university teachers, researchers and post-graduate students, as well as universities, advertising agencies, marketing directors, brand managers, and professionals interested in the usage and benefits of branded entertainment.

The Routledge Companion to Media Industries

2021-10-04
The Routledge Companion to Media Industries

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  • Author: Paul McDonald
  • Publisher: Routledge
  • ISBN: 1000451852
  • Category : Social Science
  • Languages : en
  • Pages : 709

Bringing together 49 chapters from leading experts in media industries research, this major collection offers an authoritative overview of the current state of scholarship while setting out proposals for expanding, re-thinking and innovating the field. Media industries occupy a central place in modern societies, producing, circulating, and presenting the multitude of cultural forms and experiences we encounter in our daily lives. The chapters in this volume begin by outlining key conceptual and critical perspectives while also presenting original interventions to prompt new lines of inquiry. Other chapters then examine the impact of digitalization on the media industries, intersections formed between industries or across geographic territories, and the practices of doing media industries research and teaching. General ideas and arguments are illustrated through specific examples and case studies drawn from a range of media sectors, including advertising, publishing, comics, news, music, film, television, branded entertainment, live cinema experiences, social media, and music video. Making a vital and significant contribution to media research, this volume is essential reading for students and academics seeking to understand and evaluate the work of the media industries. Chapter 10 of this book is freely available as a downloadable Open Access PDF under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 license available at http://www.taylorfrancis.com

Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape

2023-01-09
Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape

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  • Author: Miguélez-Juan, Blanca
  • Publisher: IGI Global
  • ISBN: 1668439727
  • Category : Business & Economics
  • Languages : en
  • Pages : 463

In a globalized world full of noise, brands are constantly launching messages through different channels. For the last two decades, brands, marketers, and creatives have faced the difficult task of reaching those individuals who do not want to watch or listen to what they are trying to tell them. By producing fewer ads or making them louder or more striking, more brands and communications professionals are not going to get those people to pay more attention to their messages; they will only want to avoid advertising in all media. The Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape provides a theoretical, reflective, and empirical perspective on branded content and branded entertainment in relation to audience engagement. It reviews different cases about branded content to address the dramatic change that brands and conventional advertising are facing short term. Covering topics such as branded content measurement tools, digital entertainment culture, and government storytelling, this major reference work is an excellent resource for marketers, advertising agencies, brand managers, business leaders and managers, communications professionals, government officials, non-profit organizations, students and educators of higher education, academic libraries, researchers, and academicians.

Innovation in Advertising and Branding Communication

2020-10-07
Innovation in Advertising and Branding Communication

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  • Author: Lluís Mas-Manchón
  • Publisher: Routledge
  • ISBN: 1000198278
  • Category : Business & Economics
  • Languages : en
  • Pages : 168

This book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods and techniques– from body image, identity and mental imagery, to self-exposure and LCM4P – intersecting with branding and advertising constructs and practices. The editor combines the perspectives of an international group of scholars to establish new theoretical frameworks and proposes new methodological designs to conduct comprehensive studies in the field. Situated at the intersection between society, communication and psychology, each chapter presents an innovative approach to branding and advertising research. The book explores topics such as social robots, body image in video advertising, brand personality, transmedia personal brands, erotic content in commercial images, and brand fandom communities. Innovation in Advertising and Branding Communication will be a valuable resource for scholars working in the fields of marketing communication, branding and advertising, online communication, sociology, social psychology and linguistics

The Media Handbook

2022-07-07
The Media Handbook

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  • Author: Helen Katz
  • Publisher: Taylor & Francis
  • ISBN: 1000579654
  • Category : Business & Economics
  • Languages : en
  • Pages : 231

The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes. Starting with the broader context in which media planning occurs, including a basic understanding of competitive spending and target audiences, the book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. Throughout, concepts and calculations are clearly explained. This new edition reflects the changes in how people consume media today with: a new chapter on how audiences are defined and created reorganization of the media channel chapters to cover planning and buying together expanded coverage of digital formats in all channels added discussion of measurement completely updated data and examples. The Media Handbook, Eighth Edition is the ideal text for courses in media planning and buying in advertising/communication departments. Supplemental online resources for both students and instructors are also available. For students, there is a list of key media associations and chapter overviews. To assist in their course preparation, instructors will find lecture slides, sample test questions, and new sample media planning exercise scenarios with accompanying practice spreadsheets. These resources are available at www.routledge.com/9780367775568, under Support Material.

Advertising in the Digital Age

2024-04-27
Advertising in the Digital Age

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  • Author: Sevil Yesiloglu
  • Publisher: SAGE Publications Limited
  • ISBN: 152967638X
  • Category : Business & Economics
  • Languages : en
  • Pages : 302

A cutting-edge exploration of advertising theory and practice in the context of today’s digital media environment, built around the BA in Advertising at the London College of Communication.

Handbook of Media Branding

2015-08-07
Handbook of Media Branding

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  • Author: Gabriele Siegert
  • Publisher: Springer
  • ISBN: 3319182366
  • Category : Business & Economics
  • Languages : en
  • Pages : 405

This comprehensive handbook critically addresses current issues and achievements in the field of media branding. By discussing media branding from different viewpoints, disciplines and research traditions, this book offers fresh perspectives and identifies areas of interest for further research. The authors highlight the peculiarities of this field and reveal links and commonalities with other areas of study within communication science. The chapters address different research areas, such as society-, content-, management-, audience- as well as advertising aspects of media brands. This handbook thus brings together contributions from different areas making it a valuable resource for researchers and experts from industry interested in media branding.