Examining the Future of Advertising and Brands in the New Entertainment Landscape (Hardcover)

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. Examining 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 premier reference source 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.

General

Imprint:	IGI Global
Country of origin:	United States
Release date:	October 2022
Editors:	Blanca Miguelez-Juan • Gema Bonales-Daimiel
Dimensions:	279 x 216mm (L x W)
Format:	Hardcover
Pages:	335
ISBN-13:	978-1-66843-971-5
Categories:	Books > Reference & Interdisciplinary > Communication studies > General Books > Business & Economics > Business & management > Sales & marketing > Advertising Books > Business & Economics > Industry & industrial studies > Media, information & communication industries > General
LSN:	1-66843-971-9
Barcode:	9781668439715

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