Engaging Consumers through Branded Entertainment and Convergent Media (Hardcover)

Engaging Consumers through Branded Entertainment and Convergent Media By Jose Marti Parreno (Editor), Carla Ruiz Mafe (Editor), Lisa Scribner (Editor) Cover Image
By Jose Marti Parreno (Editor), Carla Ruiz Mafe (Editor), Lisa Scribner (Editor)
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Description


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.


Product Details
ISBN: 9781466683426
ISBN-10: 1466683422
Publisher: Business Science Reference
Publication Date: April 30th, 2015
Pages: 376
Language: English