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Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape
Hardcover
AccountingBusiness GeneralGeneral Reference
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ISBN10: 1668439719
ISBN13: 9781668439715
Publisher: Igi Global Scientific Publishing
Published: Jan 9 2023
Pages: 468
Weight: 3.00
Height: 1.00 Width: 8.50 Depth: 11.00
Language: English
ISBN13: 9781668439715
Publisher: Igi Global Scientific Publishing
Published: Jan 9 2023
Pages: 468
Weight: 3.00
Height: 1.00 Width: 8.50 Depth: 11.00
Language: English
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. The Handbook of Research on 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 major reference work 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.
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