Branded Content and Entertainment in Advertising

This insightful book explores the evolution and impact of branded content in advertising, focusing on its growth and creative strategies. Branded Content and Entertainment in Advertising serves as a valuable resource for marketing scholars.

This volume provides a comprehensive analysis of branded content, exploring both theoretical frameworks and empirical studies to understand the factors driving its rapid growth. The rise of branded content and entertainment has become a common strategy for brands, advertising agencies, and production companies alike. By delving into the evolution of creative advertising processes, Branded Content and Entertainment in Advertising highlights how these practices have adapted to meet changing consumer expectations and technological advancements.

The book engages in a critical discussion regarding the appropriateness and effectiveness of branded entertainment as a marketing strategy. It examines the various levels of brand involvement in content creation and the expertise brands must possess to successfully navigate the entertainment landscape. This exploration includes the creative elements essential for the effective execution of branded content and the impact these strategies have on audiences and consumers.

Branded Content and Entertainment in Advertising serves as an invaluable resource for academics and advanced students in marketing fields such as advertising, brand management, and communications, as well as those interested in screenwriting. By providing insights into the implications and strategies of branded content, this book equips readers with the knowledge to understand and engage with contemporary advertising practices.