Handbook of research on the future of advertising and brands in the new entertainment landscape[electronic resource]

• 其他作者: Miguelez-Juan, Blanca, , Bonales Daimiel, Gema, , IGI Global.
• 出版: Hershey, Pennsylvania : IGI Global 2023.
• 稽核項: 1 online resource (441 p.).
• 標題: Marketing. , Mass media Marketing. , Mass media , Electronic books. , Advertising. , Branding (Marketing)
• ISBN: 1668439719 , 9781668439715
• 試查全文@TNUA:
  
• 附註: Includes bibliographical references and index. Section 1. Branded content in digital entertainment, social media, and the metaverse. Chapter 1. Masking and transfiguration of advertising in digital entertainment culture ; Chapter 2. Branded content on Twitch: an opportunity for brands ; Chapter 3. Branded content to entertain, inform, and educate: Brazilian cases ; Chapter 4. New formulas of interactive entertainment: from advergaming to metaverse as an advertising strategy -- Section 2. Branded content used in music and podcasts. Chapter 5. Music branded content: the video clip as an advertising medium at the service of automotive brands ; Chapter 6. Branded podcasts: the return of aural content with examples from Turkey ; Chapter 7. Case study of branded content in the automotive industry: Road song Citroën DS3 with singer Leiva -- Section 3. Branded content produced by sectors and institutions. Chapter 8. Branded content and disability: opportunities for contributing to SDGs ; Chapter 9. Climate change branded content in Spanish newspapers ; Chapter 10. From branded content to government storytelling in Mexico ; Chapter 11. Selling (in)security: the fear/hope binomial as a security company branding strategy ; Chapter 12. Spanish culture as a key aspect of the content of the brewing industry -- Section 4. Branded content: measurement and recommendations. Chapter 13. How branded content is strategically transforming the use of traditional and non-traditional media in integrated campaigns ; Chapter 14. Identification of tools for measuring branded content: a proposal for evaluating its effectiveness ; Chapter 15. Branded entertainment projects: benefits, options, and recommendations ; Chapter 16. E-WOM as an asset of branded content strategies: a conceptual approach to the role of consumers in building brand equity.
• 摘要: "This book provides a theoretical, reflective, and empirical perspective on branded content and branded entertainment in relation to audience engagement by reviewing different cases about branded content to address the dramatic change that brands and conventional advertising are facing short term"--
• 電子資源: https://dbs.tnua.edu.tw/login?url=http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-6684-3971-5
• 系統號: 005331067
• 資料類型: 電子書
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• 引用網址: 複製連結
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