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Engaging Consumers through Branded Entertainment and Convergent Media on Hardback
Engaging Consumers through Branded Entertainment and Convergent Media on Hardback
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Engaging Consumers through Branded Entertainment and Convergent Media

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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.

Author Biography:

Jose Marti Parreno, Universidad Europea de Valencia, Spain. Carla Ruiz Mafe, Universidad de Valencia, Spain. Lisa Scribner, University of North Carolina Wilmington, USA.
Release date Australia
April 30th, 2015
Audience
  • Professional & Vocational
Contributors
  • Edited by Carla Ruiz Mafe
  • Edited by Jose Marti Parreno
  • Edited by Lisa Scribner
Pages
301
Dimensions
152x229x22
ISBN-13
9781466683426
Product ID
23104468

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