A Classification of Branded Entertainment Based on Psychological Levels of Processing

Abstract

Advertising is changing the way to communicate with consumers. New forms of advertising that are diversifying the types of Branded Entertainment are appearing. This type of advertising has been analyzed in terms of its content but not from the point of view of the psychological processes that induce on the consumer. The aim of this chapter is to present a classification of the different manifestations of Branded Entertainment based on the manner in which they elicit on the consumer psychological processes, activating their cognitive and emotional resources to experience entertainment, create brand value, and make a positive mental imprint in the consumer's mind. As a result of the analysis of current advertising campaigns from this perspective, this classification distinguishes four levels of processing that allows understanding of the whole of the current manifestations of Branded Entertainment and opening new ways to study their advertising effectiveness.