Branded Entertainment Projects-Reference-Cited by-同舟云学术

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Branded Entertainment Projects

Published:2022-10-14 Issue: Volume: Page:345-366
ISSN:2327-5502
Container-title:Advances in Marketing, Customer Relationship Management, and E-Services
language:
Short-container-title:

Author:

Falcone Paola¹

Affiliation:

1. Sapienza University of Rome, Italy

Abstract

Branded entertainment is gaining momentum as a marketing tool. It goes beyond advertising and it can be considered one of its evolutionary forms. Branded entertainment is a versatile, creative hybrid format, perceived by audiences as non-intrusive, enjoyable, and engaging. The chapter analyzes branded entertainment, its features, and its benefits for brands. Main formats are identified, with examples of applications from different industries. Main conditions necessary to projects effectiveness are examined, and some recommendations regarding main application problems are provided.

Publisher

IGI Global

Reference76 articles.

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4. Making the Move from Commercials to Content;J.Aitchison;Media Asia,2004

5. Akopyan, M. (2017, December 12). Starbucks: ‘Upstanders’ Series Is Storytelling, Not Cause Marketing. A.List.com.https://www.alistdaily.com/media/starbucks-storytelling-upstanders/

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