Branded Content

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Branded Content

Jonathan Hardy

Author : Jonathan Hardy
Publisher : Routledge
Page : 238 pages
File Size : 44,7 Mb
Release : 2021-08-26
Category : Social Science
ISBN : 9781317278887

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Branded Content by Jonathan Hardy Pdf

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.

Branded Content and Entertainment in Advertising

María Rodríguez-Rabadán Benito

Author : María Rodríguez-Rabadán Benito
Publisher : Taylor & Francis
Page : 156 pages
File Size : 48,9 Mb
Release : 2023-06-23
Category : Business & Economics
ISBN : 9781000905588

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Branded Content and Entertainment in Advertising by María Rodríguez-Rabadán Benito Pdf

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 Boss

Ashiish V Patil

Author : Ashiish V Patil
Publisher : Bigfoot Publications
Page : 293 pages
File Size : 47,6 Mb
Release : 2024-06-06
Category : Business & Economics
ISBN : 9788197034756

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Branded Content Boss by Ashiish V Patil Pdf

In a world that's drowning in info and starved for attention, connecting with consumers has become tougher than surviving a saas-bahu soap. People are dropping serious cash to dodge or block ads, and the old interruption playbook is as outdated as a cassette player. That's where Branded Content swoops in like a boss. Borrowing the tricks of the entertainment world to turn marketing into a binge-worthy series. Forget just shoving ads in people's faces we're talking about creating content so epic, they'll be hunting it down like it's the last pizza on Earth. We're talking step-by-step insights... To decode Branded Content, covering every type, format and scale. With tools to evaluate, measure, plan and design Branded Content. Featuring case studies of the biggest Global and Indian brands. Exclusive interviews with industry top dogs - Heads of Media, Creative Agencies, Advertising, Clients from Group M, Leo Burnett, Capital Foods and Studios, Creators including TVF, Tanmay Bhat, Ashish Chanchlani. Plus, a ton of resources, templates. Whether you're a Marketer, Creator, Agency Guru, Client, Student or just curious about Marketing, building a brand - this is your shortcut to become a Branded Content Boss!

Engaging Consumers through Branded Entertainment and Convergent Media

Parreno, Jose Marti

Author : Parreno, Jose Marti
Publisher : IGI Global
Page : 354 pages
File Size : 41,9 Mb
Release : 2015-04-30
Category : Business & Economics
ISBN : 9781466683433

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Engaging Consumers through Branded Entertainment and Convergent Media by Parreno, Jose Marti Pdf

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.

Branded Entertainment in Korea

Hyunsun Yoon

Author : Hyunsun Yoon
Publisher : Routledge
Page : 66 pages
File Size : 40,9 Mb
Release : 2020-11-29
Category : Business & Economics
ISBN : 9780429557132

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Branded Entertainment in Korea by Hyunsun Yoon Pdf

Branded Entertainment in Korea examines the varied texts and wider context of branded entertainment and related advertising and marketing communications practices in Korea. The book discusses the origins, development, current state, ethics, and regulations of branded entertainment in Korea, considering the impact and implications for communication users and regulators as well as industry actors. Over 30 cases from 2013 to 2019 are offered to provide an up-to-date account of current developments, with a closer look at the ethical challenges and controversies surrounding branded entertainment. The book also provides a review of branded entertainment-related literature in order to help the readers to understand this growing marketing discipline. This is a valuable case study for scholars and students of critical advertising studies, as well as those interested in broader disciplines of communication and media studies.

Branded Entertainment

Jean-Marc Lehu

Author : Jean-Marc Lehu
Publisher : Kogan Page Publishers
Page : 292 pages
File Size : 53,7 Mb
Release : 2007
Category : Business & Economics
ISBN : 0749449403

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Branded Entertainment by Jean-Marc Lehu Pdf

Product placement has evolved from a novel marketing tactic to a key marketing strategy on a global scale. This work explains the: history and development of product placement; advantages of this form of brand advertising; and methods employed by different brands.

Branded Entertainment

Damaris Valero

Author : Damaris Valero
Publisher : J. Ross Publishing
Page : 227 pages
File Size : 52,5 Mb
Release : 2014-10-14
Category : Business & Economics
ISBN : 9781604270945

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Branded Entertainment by Damaris Valero Pdf

“Native advertising, advertorials, paid content, brand placement…we all know that marketers are becoming content publishers. But how do all of the deals get done and what are the opportunities to be leveraged? Valero does a masterful job of explaining how to expertly maneuver within this burgeoning marketplace.” —Alvaro Saralegui, Media Consultant to the NFL, formerly Advertising and Marketing Director at Sports Illustrated “Branded Entertainment: Dealmaking Strategies & Techniques for Industry Professionals is an immersive look at the elements of and players involved in a successful branded entertainment initiative. In this practical guide, Valero provides an in-depth understanding of the branded entertainment business written in a conversational tone that is easily understood by both novice and expert alike. She clearly demonstrates a high level of expertise held by few in this newly emerging blended advertising field, and provides the reader with beneficial insight by walking through the detailed steps necessary for such branded entertainment deals to come to fruition.” (The full review can be seen in the July 2015 edition of TheJournal of Brand Strategy) —Stacy Jones, CEO Hollywood Branded Inc. “Evolving techniques for bringing content to fruition have made many media business models obsolete. If you are in entertainment or advertising, Valero’s strategies for monetizing content while enhancing entertainment value and preserving brand integrity are invaluable.” —Margaret Gilmore, VP, Disney Interactive Our media options have increased and evolved more in the last decade then over the last century. This evolution affects all aspects of our lives and, more specifically, has forever altered how consumers interact with the brands vying for their attention on all types of media outlets. In today’s world, a brand cannot just preserve the status quo but must be positioned correctly within a tumultuous world of options for both advertisers and consumers. One of the big questions for a brand manager is whether to place the brand inside content that’s created exclusively with the brand in mind? This is the idea behind Branded Entertainment (BE). It is not product placement but a concept where brands and solid, entertaining content become truly intertwined. This book provides a thorough and practical understanding of the BE business including when it makes sense and when it doesn’t. It explains the roles and thought process of all parties involved in a potential deal: the brands, the networks, the content producers, and the ad/marketing agencies. Branded Entertainment outlines the many different scenarios that could surface in these arrangements depending on who leads a deal and who accepts production costs. It summarizes the do’s and don’ts of this business and gives the reader a checklist of things to keep in mind when at the deal table.

Branded Entertainment and Cinema

Gloria Dagnino

Author : Gloria Dagnino
Publisher : Routledge
Page : 76 pages
File Size : 41,5 Mb
Release : 2019-11-25
Category : Business & Economics
ISBN : 9781351166829

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Branded Entertainment and Cinema by Gloria Dagnino Pdf

The history of Italian cinema is mostly regarded as a history of Italian auteurs. This book takes a different standpoint, looking at Italian cinema from the perspective of an unusual, but influential actor: advertisers. From the iconic Vespa scooter and the many other Made in Italy products placed in domestic and international features, to Carosello’s early format of branded entertainment, up through the more recent brand integration cases in award-winning titles like The Great Beauty, the Italian film and advertising industries have frequently and significantly intersected, in ways that remain largely unexplored by academic research. This book contributes to fill this gap, by focusing on the economic and cultural influence that advertising and advertisers’ interests have been exerting on Italian film production between the post-war period and the 2010s. Increasingly market-oriented film policies, ongoing pressure from Hollywood competition, and the abnormal economic as well as political power held by Italian ad-funded broadcasters are among the key points addressed by the book. In addition to a macro-level political economic analysis, the book draws on exclusive interviews with film producers and promotional intermediaries to provide a meso level analysis of the practices and professional cultures of those working at the intersection of Italian film and advertising industries. Providing an in-depth yet clear and accessible overview of the political and economic dynamics driving the Italian media landscape towards unprecedented forms of marketisation, this is a valuable resource for academics and students in the fields of film and media studies, marketing, advertising, and Italian studies.

Innovation in Advertising and Branding Communication

Lluís Mas-Manchón

Author : Lluís Mas-Manchón
Publisher : Routledge
Page : 168 pages
File Size : 45,7 Mb
Release : 2020-10-07
Category : Business & Economics
ISBN : 9781000198270

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Innovation in Advertising and Branding Communication by Lluís Mas-Manchón Pdf

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

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

Miguélez-Juan, Blanca,Bonales-Daimiel, Gema

Author : Miguélez-Juan, Blanca,Bonales-Daimiel, Gema
Publisher : IGI Global
Page : 463 pages
File Size : 46,8 Mb
Release : 2023-01-09
Category : Business & Economics
ISBN : 9781668439722

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Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape by Miguélez-Juan, Blanca,Bonales-Daimiel, Gema Pdf

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.

Advertising in the Digital Age

Sevil Yesiloglu,Joyce Costello

Author : Sevil Yesiloglu,Joyce Costello
Publisher : SAGE Publications Limited
Page : 210 pages
File Size : 44,7 Mb
Release : 2024-04-09
Category : Business & Economics
ISBN : 9781529677973

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Advertising in the Digital Age by Sevil Yesiloglu,Joyce Costello Pdf

Advertising is everywhere. Whether you realise it or not, it′s there when you watch your favourite Netflix show, when you scroll through Instagram, and when you search on Google. What′s more, advertisers are becoming more savvy than ever, using new technologies to target adverts to you specifically. So what are we to make of all this? This book will equip you with a thorough understanding of today′s media environment and how ′online′ advertising differs from traditional ′offline′ models. In an age of influencers, big data, AI and social media, the world of advertising looks very different from how it did a generation ago. You will learn not only about various types of advertising, but also about its impact on viewers, from our buying habits to possible harm. Tying theory and concepts to practice, this volume is the ideal complement to courses in advertising, digital media and communication, and will enable you to form a clear picture of the reality of working across promotional media industries.

Promotional Screen Industries

Paul Grainge,Catherine Johnson

Author : Paul Grainge,Catherine Johnson
Publisher : Routledge
Page : 269 pages
File Size : 41,8 Mb
Release : 2015-03-27
Category : Social Science
ISBN : 9781317513728

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Promotional Screen Industries by Paul Grainge,Catherine Johnson Pdf

From the trailers and promos that surround film and television to the ads and brand videos that are sought out and shared, promotional media have become a central part of contemporary screen life. Promotional Screen Industries is the first book to explore the sector responsible for this thriving area of media production. In a wide-ranging analysis, Paul Grainge and Catherine Johnson explore the intermediaries – advertising agencies, television promotion specialists, movie trailer houses, digital design companies – that compete and collaborate in the fluid, fast-moving world of promotional screen work. Through interview-based fieldwork with companies and practitioners based in the UK, US and China, Promotional Screen Industries encourages us to see promotion as a professional and creative discipline with its own opportunities and challenges. Outlining how shifts in the digital media environment have unsettled the boundaries of ‘promotion’ and ‘content’, the authors provide new insight into the sector, work, strategies and imaginaries of contemporary screen promotion. With case studies on mobile communication, television, film and live events, this timely book offers a compelling examination of the industrial configurations and media forms, such as ads, apps, promos, trailers, digital shorts, branded entertainment and experiential media, that define promotional screen culture at the beginning of the twenty-first century.

Advertising and Branding: Concepts, Methodologies, Tools, and Applications

Management Association, Information Resources

Author : Management Association, Information Resources
Publisher : IGI Global
Page : 1806 pages
File Size : 41,7 Mb
Release : 2017-01-06
Category : Business & Economics
ISBN : 9781522517948

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Advertising and Branding: Concepts, Methodologies, Tools, and Applications by Management Association, Information Resources Pdf

Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

Affiliate Marketing - High Paying Jobs You Can Do From Home - Things You Need To Know By Age 30

Craig Price,Timothy Braxton,Marc Stachado

Author : Craig Price,Timothy Braxton,Marc Stachado
Publisher : Shockwave Publishing via PublishDrive
Page : 121 pages
File Size : 54,5 Mb
Release : 2019-03-19
Category : Reference
ISBN : PKEY:6610000166176

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Affiliate Marketing - High Paying Jobs You Can Do From Home - Things You Need To Know By Age 30 by Craig Price,Timothy Braxton,Marc Stachado Pdf

3 Book Set! Learn the skills of Affiliate Marketing or other high paying jobs you can do from home and also great life advice for those of you under 30. Affiliate Marketing Affiliate marketing is a style of business that allows you to leverage your online presence by earning a passive income stream simply by reviewing products and referring people to purchase them. If you have ever told someone about how great something was, and then they went out and purchased their own, you successfully practiced affiliate marketing. Nowadays, you can actually get rich off of doing just that! Affiliate Marketing Mastery will show you how! In this book set you will learn What affiliate marketing is and how it earns you money The proper mindset required to master affiliate marketing How to make an affiliate marketing business strategy that works Marketing strategies that will maximize your income How to troubleshoot if you feel like you are not making enough progress And much more! High Paying Jobs You Can Do From Home Find out which jobs are paying over $100,000 a year that you can do from home! Let's face it, the job market is constantly changing. The influx of disruptive technologies like Artificial Intelligence, the Cloud, and Big data is shrinking opportunities for conventional office jobs. Hold on, all hope is not lost. The rise in technological innovations have given rise to freelancing - the freedom to choose your own working hours and to work from your own home - your comfort zone. Mobile technology has empowered so many people to accomplish tasks from home with limited supervision. In this book set you will learn about working from home as a: Public Relations Specialist Graphic Designer Tax Preparers Writer Author And Many More! Top 10 Thing You Need To Know By Age 30 By all means, the '20s' is the time of glory. You are unstoppable - aiming for the moon and shooting at the stars. You are young, energetic, motivated and enthusiastic enough to conquer the world. The only thing that holds you back is the lack of experience. Though it is really intimidating to try out new stuff, with the 20s being a perfect age for experimentations, it is also essential to make a few wise decisions to better prepare for the upcoming period of practicality i.e., the 30s. In this book set you will learn about Investing early Traveling while your young How to handle credit and loans And Much Much More! Buy this 3 book set NOW to set to learn great life skills that will make you money for years to come and live a more comfortable life as you get older! Get your copies today by clicking the BUY NOW button at the top of this page!

The New Luxury Experience

Wided Batat

Author : Wided Batat
Publisher : Springer
Page : 240 pages
File Size : 40,9 Mb
Release : 2019-04-29
Category : Business & Economics
ISBN : 9783030016715

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The New Luxury Experience by Wided Batat Pdf

This professional book introduces marketing and luxury brand professionals to a new definition of luxury and the art of designing the ultimate luxury experience in both the physical space (e.g., in-store, hotel, restaurant) and the digital space (e.g., social media, website, e-commerce). Specifically, it offers an overview of customer experience issues and explores big five experiential strategies that can be applied by luxury houses in order to provide the best luxury experience to their customers. Themes such as quality of customer luxury experience, immersion and co-production/co-creation in luxury, creation and management, digital and immersive marketing, and innovative market research are also examined. How do consumers define luxury? Is there one luxury or several “luxuries”? What kind of luxury experiences consumers want to live? How can luxury houses design the ultimate luxury experience? More than in any other sector, luxury consumption is a response to a search for emotions, pleasure, uniqueness, consideration and greatest services. The luxury consumer wants to live luxury experiences – not just buy luxury products or services. In this way, this book presents the luxury consumption experience as a combination of symbolic meaning, subconscious processes and nonverbal cues and characterized by fantasies, feelings and fun. Featuring case studies and interviews from international luxury sectors and brand managers such as Burberry, Dior, Porsche, Breitling, St. Regis Hotels & Resorts, and Louis Vuitton, among others, this book offers both a research and management perspective on luxury experience to professionals in the luxury sector (e.g., CEOs, brand managers, marketing and communication professionals), as well as marketing professors, students, and people eager to learn more about how to design the ultimate luxury experience. Praise for The New Luxury Experience “This book provides a holistic perspective on marketing of luxury brands, offering both useful practical advice as well as illustrating important cases.” -- Ravi Dhar, Director, Yale Center for Customer Insights, Yale University “Wided Batat’s book offers a fresh, insightful and comprehensive analysis of the concept of the consumer’s experience with luxury whatever that may be. The Five experiential luxury strategies proposed by Wided highlight that luxury management should go above and beyond the design and branding of luxury goods and services. I also commend the consideration given to the younger generations’ approach to luxury and to corporate social responsibility aspects. Luxury marketers should find this book very useful indeed.” -- Francesca Dall’Olmo Riley, Professor of Brand Management, Kingston Business School, UK

Branded Content

Branded Content by Jonathan Hardy Pdf

Branded Content and Entertainment in Advertising by María Rodríguez-Rabadán Benito Pdf

Branded Content Boss by Ashiish V Patil Pdf

Engaging Consumers through Branded Entertainment and Convergent Media by Parreno, Jose Marti Pdf

Branded Entertainment in Korea by Hyunsun Yoon Pdf

Branded Entertainment by Jean-Marc Lehu Pdf

Branded Entertainment by Damaris Valero Pdf

Branded Entertainment and Cinema by Gloria Dagnino Pdf

Innovation in Advertising and Branding Communication by Lluís Mas-Manchón Pdf

Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape by Miguélez-Juan, Blanca,Bonales-Daimiel, Gema Pdf

Advertising in the Digital Age by Sevil Yesiloglu,Joyce Costello Pdf

Promotional Screen Industries by Paul Grainge,Catherine Johnson Pdf

Advertising and Branding: Concepts, Methodologies, Tools, and Applications by Management Association, Information Resources Pdf

Affiliate Marketing - High Paying Jobs You Can Do From Home - Things You Need To Know By Age 30 by Craig Price,Timothy Braxton,Marc Stachado Pdf

The New Luxury Experience by Wided Batat Pdf

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