Branded Content and Entertainment in Advertising : A Theoretical and Empirical Study of Creative Advertising Practices (Routledge Studies in Marketing)

Benito, María Rodríguez-Rabadán

Routledge（2024/11発売）

Routledge（2024/11発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 184 p.
• 言語 ENG
• 商品コード 9781032316420
• DDC分類 658.827

Full Description

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.

Contents

Introduction




A theoretical approach to branded content



Branded content in advertising communication strategies



Typologies and formats of branded content



Branded entertainment screenwriting. An examination of its creative writing resources and analysis of the short films produced by Estrella Damm "Vale" and "The Little Things"



The influence of filmic storytelling on branded entertainment films



Branded content creating process, an empirical study



Professionals involved in the design, writing, and production process of Branded Entertainment



Conclusions