株式会社極東書店トップ ＞ 商品一覧 ＞ Branded Content and Entertainment in Advertising : A Theoretical and Empirical Study of Creative Advertising Practices.
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Branded Content and Entertainment in Advertising : A Theoretical and Empirical Study of Creative Advertising Practices.
・ISBN 978-1-032-31641-3 2023 hard GB£ 171.99
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・ISBN 978-1-032-31642-0 2024 paper GB£ 43.99
￥13,935.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-003-31068-6
| 著者・編者 | Benito, María Rodríguez-Rabadán, |
|---|---|
| シリーズ | Routledge Studies in Marketing |
| 出版社 | (Routledge, UK) |
| ページ数 | 184 pp. |
| 言語 | ENG |
| ニュース番号 | ＜695-739＞ |
解説
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.