Branded Entertainment Cuando El Branded Content Se Convierte En Entretenimiento

Author : de Aguilera Moyano, Joaquín,Baños González, Miguel
Publisher : ESIC
Page : 128 pages
File Size : 55,6 Mb
Release : 2016-01-11
Category : Business & Economics
ISBN : 9788416462643

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Branded entertainment. Cuando el Branded Content se convierte en entretenimiento by de Aguilera Moyano, Joaquín,Baños González, Miguel Pdf

«El marketing tradicional no está funcionando». Con esta contundencia y precisión describe el gran maestro del marketing moderno, Philip Kottler, la situación a la que nos enfrentamos quienes, profesional o académicamente, nos ocupamos de esta disciplina. El marketing tradicional, desarrollado sobre todo a partir de los años sesenta, hoy aparece como un anciano irreconocible. Estamos en un nuevo contexto que exige nuevas comunicaciones de marketing centradas en la creación y distribución de unos contenidos tan relevantes para el consumidor que sea él mismo quien decida acceder libremente a ellos. Algunas marcas han elegido la producción de entretenimiento como vehículo de transmisión de sus mensajes de marca, aplicando los conocimientos de la industria del entretenimiento a la creación de unos contenidos propios, al servicio de los valores de la marca, capaces de despertar deseos y emociones por sí mismos. Estas marcas, han optado por el branded entertainment: contenido de entretenimiento, creado y producido por una marca, lo suficientemente interesante y atractivo como para que su público lo elija frente a otros productos de entretenimiento. En este libro, se profundiza en el conocimiento del branded entertainment; una herramienta de comunicación comercial que debe alcanzar un adecuado equilibrio entre la identificación de la marca y la capacidad del contenido creado para proporcionar una experiencia positiva para el consumidor. A través de sus páginas se van desgranando las características del branded entertainment y, mediante los ejemplos, se ponen de relieve las posibilidades de esta técnica capaz de llegar al consumidor como nunca antes se había logrado. Ha llegado el momento de decir adiós a la interrupción de contenidos elegidos para el consumidor, forzándole a ver publicidad que no desea, y de dar la bienvenida al branded entertainment, contenidos relevantes para el consumidor, que él mismo elige, distribuidos por una marca. ÍNDICE (Casi) todo está cambiando.- El marketing postmoderno.- La comunicación en el marketing postmoderno: los mensajes híbridos.- Branded content.- Content marketing.- Branded entertainment.- Situación actual del branded content en España.- Publicidad nativa.- El selfie de Ellen DeGenere.

Author : María Rodríguez-Rabadán Benito
Publisher : Taylor & Francis
Page : 156 pages
File Size : 55,5 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.

Author : Lamelo Varela, Carles
Publisher : Editorial UOC
Page : 208 pages
File Size : 48,9 Mb
Release : 2016-12-04
Category : Computers
ISBN : 9788491163701

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Televisión social y transmedia by Lamelo Varela, Carles Pdf

La forma de consumir televisión está cambiando a gran velocidad. Las narrativas transmedia, el consumo en dispositivos móviles, la gamificación, las llamadas «segundas pantallas», la implicación con redes 2.0 y la audiencia social representan un reto, pero también ofrecen enormes posibilidades para los creadores de contenidos audiovisuales. El concepto de televisión basada en el broadcasting cede su protagonismo a los contenidos con implicación en social media y concepción transmedia. Este libro nos acerca a las nuevas rutinas productivas y al diseño de estrategias acordes con este nuevo paradigma comunicativo, y lo hace combinando los referentes académicos con aportaciones directas de la industria de la comunicación y el análisis de casos de éxito para ofrecer a los lectores la posibilidad de comprender en qué medida está cambiando el audiovisual, los espectadores y las dinámicas sociales en torno a la televisión.

Author : Felix Reer,Marko Siitonen,Teresa De La Hera
Publisher : Frontiers Media SA
Page : 199 pages
File Size : 48,5 Mb
Release : 2024-01-23
Category : Science
ISBN : 9782832543368

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The dark and the light side of gaming by Felix Reer,Marko Siitonen,Teresa De La Hera Pdf

Author : Antón Álvarez Ruiz,y otros
Publisher : ESIC Editorial
Page : 212 pages
File Size : 50,9 Mb
Release : 2014-04-30
Category : Business & Economics
ISBN : 9788473567411

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Bajo la influencia del branded content by Antón Álvarez Ruiz,y otros Pdf

El branded content —contenidos y entretenimiento patrocinados por una marca— plantea toda una serie de interesantes cuestiones, especialmente cuando se dirige al público infantil y juvenil. ¿Es útil para todas las marcas? ¿Cuándo y cómo debe utilizarse? ¿Consigue solo un efecto temporal o puede servir para crear relaciones duraderas? ¿Cómo lo viven los jóvenes consumidores y cómo interactúan con él? Y, sobre todo, ¿cómo practicar estas técnicas de una manera seria, consecuente y responsable? Durante el último festival de «El Chupete» se produjo un amplio y extenso debate sobre este tipo de publicidad que no parece publicidad. Y se llegó a las conclusiones que aquí recogemos y que resumen los conocimientos de prestigiosos analistas, educadores, investigadores y expertos en la gestión de marcas como Danone, Campofrío, Grupo Pascual, revista Clan, Google y YouTube… El resultado es un interesante conjunto de experiencias y de ideas sobre el uso de esta modalidad publicitaria tan innovadora y, a la vez, tan difícil de manejar. Y que será de enorme utilidad para profesionales del marketing, la publicidad, la investigación y la docencia. Índice Perspectiva sobre el contenido de marca.- De Popeye a Red Bull.- «Bebé a bordo», el primer programa de «coaching» para padres primerizos.- El «branded content» educativo.- La eficacia del «branded content» en un mundo de comunicación «transmedia».- Los siete hábitos de la Generación C.- Aplicando el «branded content» a marcas de alimentación.- La comunicación de Danone: combinando medios y contenidos, respetando la sensibilidad social.- «Branding content»: con-jugando entretenimiento y publicidad en escenarios lúdicos y emocionales.- «Branded content» y «storytelling». El arte de crear contenidos y contar historias.- El «branded content» como estrategia en la industria cultural del videojuego.- «Branded content», juguetes y niños.- Conectando con el público joven a través de los contenidos: el caso de Coca-Cola.- El marco legal del «branded content».

Author : José Martí Parreño
Publisher : Wolters Kluwer España
Page : 200 pages
File Size : 42,9 Mb
Release : 2010-11
Category : Business & Economics
ISBN : 848767075X

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Funny marketing by José Martí Parreño Pdf

Author : Damaris Valero
Publisher : Unknown
Page : 256 pages
File Size : 48,8 Mb
Release : 2014
Category : Industrial management
ISBN : OCLC:1103583120

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Branded Entertainment by Damaris Valero Pdf

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. Key Features Demystifies the concept of Branded Entertainment and separates what truly belongs in a BE deal and what does not Provides a context and "rules" for BE deals which have not been defined in the current media business environment Outlines deal parameters and considerations for brands, networks, ad agencies, and content producers (both in-house and independents) Describes the team that should be built by each party so the sides reach profitable agreements that meet the goals of all the players.

Author : P. J. Pereira,Monica Chun,Jules Daly,Ricardo Dias,Samantha Glynne,Gabor Harrach,Carolin Goll,Marcelo Pascoa,Luciana Olivares,Marissa Nance,Toan Nguyen,Pelle Sjoenell,Misha Sher,Tomoya Suzuki,Jason Xenopoulos
Publisher : Peter Owen Publishers
Page : 0 pages
File Size : 41,5 Mb
Release : 2018
Category : Business & Economics
ISBN : 0720620589

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Art of Branded Entertainment by P. J. Pereira,Monica Chun,Jules Daly,Ricardo Dias,Samantha Glynne,Gabor Harrach,Carolin Goll,Marcelo Pascoa,Luciana Olivares,Marissa Nance,Toan Nguyen,Pelle Sjoenell,Misha Sher,Tomoya Suzuki,Jason Xenopoulos Pdf

A special, première release of this groundbreaking book on the art of advertising and brand management to coincide with the 2018 Cannes Lions International Festival of Creativity. A collection of essays from jurors on the 2017 Lions Entertainment award. Drawing on years of experience and expertise, working for brands such as Mini, Coca-Cola, Lego, Google, Skype and Intel and for media and advertising giants such as Bartle Bogle Hegarty and MediaCom, the contributors provide a fun and far-reaching study of the evolution of branding and the future of advertising. Live television viewing is decreasing as audiences choose to stream television shows and films via catch-up, YouTube, Netflix, iTunes and other digital platforms. With that shift, intrusive commercial advertising breaks are quickly losing their power as the leading way in which brands communicate with viewers. For the past five years the Cannes Lions international Festival of Creativity has been grappling with how the entertainment and marketing worlds can collaborate in fresh and innovative ways, rather than unsophisticated product placement. In 2017 twenty specialist jurors considered a wide range of ideas submitted in the relatively uncharted category of branded entertainment, regarded by many as the future of advertising. For days they deliberated on what made an entry more or less successful. This book conveys their comprehensively debated conclusions in a series of stimulating essays authored by each juror. Contributors to The Art of Branded Entertainment: Monica Chun, President of PMK.BNC; Jules Daly, president of RSA Films; Ricardo Dias, CMO of Anheuser-Busch InBev's Grupo Modelo in Mexico; Samantha Glynne, Global Vice President of Branded Entertainment at TV production giant FremantleMedia; Carol Goll, ICM Partners Global Head of Branded Entertainment; Gabor Harrach, the New York-based film and TV producer and former Head of Entertainment Content at Red Bull Media House; Marissa Nance, Managing Director for Multicultural Content Marketing & Strategic Partnerships at Media Superpower OMD; Toan Nguyen, partner at Jung von Matt/SPORTS; Luciana Olivares, CCO of Latina Media in Peru; Marcelo Páscoa, Head of Global Brand Marketing at Burger King; PJ Pereira, Founder and Creative Chairman of Pereira O'Dell; Misha Sher, Vice-President at MediaCom Worldwide; Pelle Sjoenell, Bartle Bogle Hegarty's Global Chief Creative Officer; Tomoya Suzuki, CEO of Stories International; Jason Xenopoulos, Chief Vision Officer and Chief Creative Officer of VML.

Author : José Martí Parreño,Carla Ruiz Mafe,Lisa Scribner
Publisher : Business Science Reference
Page : 0 pages
File Size : 43,5 Mb
Release : 2015
Category : Branding (Marketing).
ISBN : 1466683422

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Engaging Consumers Through Branded Entertainment and Convergent Media by José Martí Parreño,Carla Ruiz Mafe,Lisa Scribner Pdf

"This book 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"--

Author : María Rodríguez-Rabadán Benito
Publisher : Unknown
Page : 0 pages
File Size : 40,8 Mb
Release : 2023
Category : Advertising
ISBN : 103231642X

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

"In recent years, branded content and entertainment has become standard practice for brands, advertising agencies, and production companies. This volume analyses 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 mastery of entertainment by brands. It explores the implications that may underpin the practice and discusses the necessary creative elements involved in the successful execution, as well as the effects it has on consumers and audiences. This insightful book will be valuable guide for academics and upper-level students across marketing disciplines, including advertising, brand management and communications, as well as screenwriting"--

Author : Anonim
Publisher : Business Science Reference
Page : 0 pages
File Size : 55,7 Mb
Release : 2015
Category : Branding (Marketing)
ISBN : 1466683449

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Engaging Consumers Through Branded Entertainment and Convergent Media by Anonim Pdf

"This book 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"--

Author : Klaus Fog,Christian Budtz,Baris Yakaboylu
Publisher : Springer Science & Business Media
Page : 235 pages
File Size : 55,9 Mb
Release : 2006-03-20
Category : Business & Economics
ISBN : 9783540271161

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Storytelling by Klaus Fog,Christian Budtz,Baris Yakaboylu Pdf

Must-read for managers on a powerful branding tool of the future. Up-to-date cases from the business world, plenty of illustrations and easy-to-use tools. Recommended by managers of top international firms. Covers both the internal and external benefits of storytelling for a business company. Danish version sold more than 2000 copies.

Author : Monica Chun,Jules Daly,Ricardo Dias (Film director),Samantha Glynne,Carol Goll,Gabor Harrach,Marissa Nance,Toán Nguyễn,Luciana Olivares,Marcelo Pascoa,Misha Sher,Pelle Sjoenell,Tomoya Suzuki,Jason Xenopoulos,PJ Pereira
Publisher : Unknown
Page : 287 pages
File Size : 50,9 Mb
Release : 2018
Category : Advertising
ISBN : 0720620619

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The Art of Branded Entertainment by Monica Chun,Jules Daly,Ricardo Dias (Film director),Samantha Glynne,Carol Goll,Gabor Harrach,Marissa Nance,Toán Nguyễn,Luciana Olivares,Marcelo Pascoa,Misha Sher,Pelle Sjoenell,Tomoya Suzuki,Jason Xenopoulos,PJ Pereira Pdf

"A special, première release of this groundbreaking book on the art of advertising and brand management to coincide with the 2018 Cannes Lions International Festival of Creativity.A collection of essays from jurors on the 2017 Lions Entertainment award. Drawing on years of experience and expertise, working for brands such as Mini, Coca-Cola, Lego, Google, Skype and Intel and for media and advertising giants such as Bartle Bogle Hegarty and MediaCom, the contributors provide a fun and far-reaching study of the evolution of branding and the future of advertising.Live television viewing is decreasing as audiences choose to stream television shows and films via catch-up, YouTube, Netflix, iTunes and other digital platforms. With that shift, intrusive commercial advertising breaks are quickly losing their power as the leading way in which brands communicate with viewers.For the past five years the Cannes Lions international Festival of Creativity has been grappling with how the entertainment and marketing worlds can collaborate in fresh and innovative ways, rather than unsophisticated product placement. In 2017 twenty specialist jurors considered a wide range of ideas submitted in the relatively uncharted category of branded entertainment, regarded by many as the future of advertising. For days they deliberated on what made an entry more or less successful. This book conveys their comprehensively debated conclusions in a series of stimulating essays authored by each juror.Contributors to The Art of Branded Entertainment: Monica Chun, President of PMK.BNC; Jules Daly, president of RSA Films; Ricardo Dias, CMO of Anheuser-Busch InBev's Grupo Modelo in Mexico; Samantha Glynne, Global Vice President of Branded Entertainment at TV production giant FremantleMedia; Carol Goll, ICM Partners Global Head of Branded Entertainment; Gabor Harrach, the New York-based film and TV producer and former Head of Entertainment Content at Red Bull Media House; Marissa Nance, Managing Director for Multicultural Content Marketing & Strategic Partnerships at Media Superpower OMD; Toan Nguyen, partner at Jung von Matt/SPORTS; Luciana Olivares, CCO of Latina Media in Peru; Marcelo Páscoa, Head of Global Brand Marketing at Burger King; PJ Pereira, Founder and Creative Chairman of Pereira O'Dell; Misha Sher, Vice-President at MediaCom Worldwide; Pelle Sjoenell, Bartle Bogle Hegarty's Global Chief Creative Officer; Tomoya Suzuki, CEO of Stories International; Jason Xenopoulos, Chief Vision Officer and Chief Creative Officer of VML."--ProQuest.

Author : Patti M. Valkenburg
Publisher : Routledge
Page : 288 pages
File Size : 45,8 Mb
Release : 2004-04-26
Category : Language Arts & Disciplines
ISBN : 9781135618810

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Children's Responses to the Screen by Patti M. Valkenburg Pdf

The past several decades have witnessed thousands of studies into children and the media. Yet, much academic research is still in its infancy when it comes to our knowledge about the uses, preferences, and effects of different media. This distinctive volume moves the field forward in this regard, with its insights into the latest theories and research on children and the media. Author Patti M. Valkenburg explores "screen" media (i.e., television, films, video and computer games, and the Internet), and focuses her study on the most fundamental topics in the study of children and the media. In each chapter, Valkenburg examines an essential topic on children and the media: the effect of media violence, children's emotional reactions to news and entertainment, the intended and unintended effects of advertising, and the uses and effects of computer games and the Internet. She has structured the chapters to provide an overview of existing theories and research on a particular topic, and supplements the work of others with her own ground-breaking research findings. She provides a careful and even-handed treatment of research in children's media, and includes current and noteworthy studies. As a resource for study in children and media and media psychology, this volume provides a timely and thorough examination of the state of theory and research. It will serve as a valuable reference for scholars and as an engaging text for advanced students.

Author : Kaarina Nikunen,Susanna Paasonen,Laura Saarenmaa
Publisher : Berg Publishers
Page : 226 pages
File Size : 53,7 Mb
Release : 2007-11-01
Category : Social Science
ISBN : 1845207041

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Pornification by Kaarina Nikunen,Susanna Paasonen,Laura Saarenmaa Pdf

Pornification presents an international overview of how pornography - from softcore to hardcore, gay to straight, female to male, black to white - infiltrates and proliferates through our media.Porn is everywhere; from the suggestiveness of music videos to the explicit discussions of popular magazines; from the erotica of advertising to the refashioning of sex acts into art works; from a small garage industry to an internet empire. The media immerses us in the pornographic aesthetic. Now integral to popular culture, porn is part of our everyday lives. Sexual desire is commodified, pornified and the media leads the way. Exploring music videos, alt porn sites, Cosmogirls and Gaydar online forums, H&M's street advertising, retro pin-ups, film and educational sex videos alike, Pornification analyses the transformation of porn in today's media and its impact on our culture.