Engaging Consumers through Branded Entertainment and Convergent Media
Jose Marti Parreno editor Carla Ruiz Mafe editor Lisa Scribner editor
Format:Hardback
Publisher:Idea Group,U.S.
Published:30th Apr '15
Currently unavailable, and unfortunately no date known when it will be back
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.
ISBN: 9781466683426
Dimensions: unknown
Weight: unknown
301 pages