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Branded Content and Entertainment in Advertising (Routledge Studies in Marketing)
María Rodríguez-Rabadán Benito (Author)
·
Routledge
· Hardcover
Branded Content and Entertainment in Advertising (Routledge Studies in Marketing) - María Rodríguez-Rabadán Benito
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Synopsis "Branded Content and Entertainment in Advertising (Routledge Studies in Marketing)"
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.
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All books in our catalog are Original.
The book is written in English.
The binding of this edition is Hardcover.
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