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Branded content and entertainment in advertising : a theoretical and empirical study of creative advertising practices / María Rodríguez-Rabadán Benito
Resource type: Ressourcentyp: Buch (Online)Buch (Online)Sprache: Englisch Reihen: Routledge studies in marketingVerlag: Abingdon, Oxon ; New York, NY : Routledge, 2023Beschreibung: 1 Online-RessourceISBN:- 1003310680
- 9781000905588
- 1000905586
- 9781000905571
- 1000905578
- 658.8/27 23/eng/20230405
- HF5415.1255
Inhalte:
Zusammenfassung: "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"--PPN: PPN: 1882629175Package identifier: Produktsigel: ZDB-4-NLEBK | BSZ-4-NLEBK-KAUB
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 -- Empirical study: Interviews with experts about the branded entertainment -- screenwriting process -- Professionals involved in the design, writing, and production process of Branded Entertainment -- Conclusions.
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