Engaging Consumers Through Branded Entertainment And Convergent Media
DOWNLOAD
Download Engaging Consumers Through Branded Entertainment And Convergent Media PDF/ePub or read online books in Mobi eBooks. Click Download or Read Online button to get Engaging Consumers Through Branded Entertainment And Convergent Media book now. This website allows unlimited access to, at the time of writing, more than 1.5 million titles, including hundreds of thousands of titles in various foreign languages. If the content not found or just blank you must refresh this page
Engaging Consumers Through Branded Entertainment And Convergent Media
DOWNLOAD
Author : Parreno, Jose Marti
language : en
Publisher: IGI Global
Release Date : 2015-04-30
Engaging Consumers Through Branded Entertainment And Convergent Media written by Parreno, Jose Marti and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-04-30 with Business & Economics categories.
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.
Engaging Consumers Through Branded Entertainment And Convergent Media
DOWNLOAD
Author :
language : en
Publisher: Business Science Reference
Release Date : 2015
Engaging Consumers Through Branded Entertainment And Convergent Media written by and has been published by Business Science Reference this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015 with Branding (Marketing) categories.
"This book 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"--
Content To Commerce
DOWNLOAD
Author : Avi Savar
language : en
Publisher: John Wiley & Sons
Release Date : 2013-05-06
Content To Commerce written by Avi Savar and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-05-06 with Business & Economics categories.
Master the publishing and entertainment world's tools and techniques for content marketing success Over the last decade the convergence of media and technology has turned the marketing world on its head. In order for brands to succeed in today's socially connected world, they must think like publishers and act like media networks. Content to Commerce shows how utilizing publishing- and entertainment-based principles can help brands and marketers use social media effectively—ultimately reaching today's hyper-connected and highly fragmented audiences. From big picture strategy to the tactics and tools require to execute, this book offers a clear approach to social media marketing for both big and small brands alike. Shows how to turn shallow, wide, and short-term projects into deep, narrow, and long-term engagements Explains how to prioritize with a clear escalation path in order to drive big, significant, and measurable value Author Avi Savar is a frequent media commentator on social media, branded content and marketing and was recently named the Jury President of the Cannes Lions International Festival of Creativity’s new Branded Content & Entertainment category Content to Commerce will show you how to conquer the media world's medium and control your own brand's destiny.
Branded Content And Entertainment In Advertising
DOWNLOAD
Author : María Rodríguez-Rabadán Benito
language : en
Publisher: Taylor & Francis
Release Date : 2023-06-23
Branded Content And Entertainment In Advertising written by María Rodríguez-Rabadán Benito and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-06-23 with Business & Economics categories.
In recent years, branded content and entertainment have become standard practice for brands, advertising agencies, and production companies. This volume analyzes branded content through a theoretical and empirical study to examine the factors that have led to exponential growth and the adaptation of creative advertising processes in the creation of branded content. The book debates the suitability and acceptability of branded entertainment as an advertising practice, the different degrees of involvement of the brand in creating content, and the brands' mastery of entertainment. It explores the implications that may underpin the practice and discusses the necessary creative elements involved in their successful execution, as well as the effects it has on consumers and audiences. This insightful book will be a valuable guide for academics and upper-level students across marketing disciplines, including advertising, brand management and communications, as well as screenwriting.
Handbook Of Research On The Future Of Advertising And Brands In The New Entertainment Landscape
DOWNLOAD
Author : Miguélez-Juan, Blanca
language : en
Publisher: IGI Global
Release Date : 2023-01-09
Handbook Of Research On The Future Of Advertising And Brands In The New Entertainment Landscape written by Miguélez-Juan, Blanca and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-01-09 with Business & Economics categories.
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.
P And G
DOWNLOAD
Author : Rajeev Batra
language : en
Publisher:
Release Date : 2009-04-20
P And G written by Rajeev Batra and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-04-20 with categories.
This case presents the novel approach Procter & Gamble (P&G) has taken to weave advertising into entertainment. As media channels have become more fragmented, P&G has developed branded entertainment campaigns to reach a more targeted set of consumers. P&G has employed these principles to reach what it terms the branded entertainment sweetspot . The case describes P&G s branded entertainment principles and profiles numerous campaigns that the company has run. It then asks the students to evaluate the campaigns and determine how they would improve upon them.
Advances In Advertising Research Vol Xii
DOWNLOAD
Author : Alexandra Vignolles
language : en
Publisher: Springer Nature
Release Date : 2023
Advances In Advertising Research Vol Xii written by Alexandra Vignolles and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023 with Advertising categories.
This volume is a compilation of research presented at the 19th International Conference in Advertising (ICORIA), held in Bordeaux (France) in June 2021. Renowned scholars from around the globe share their knowledge and contribute to state-of-the-art research on advertising research. This volume is intended to academic, professional and student readership. About the Editors Alexandra Vignolles is Associate Professor of Marketing at INSEEC Bordeaux and currently Dean of Academic Affairs at INSEEC MSc & MBA. Her research addresses consumer behavior, nostalgia and retrobranding. She has published in high-ranked journals. Martin K. J. Waiguny is Professor of Consumer Behaviour and Marketing at the IMC University of Applied Sciences Krems and currently the Academic Head of the university. His research addresses mainly our behaviour with new media like games, social media, and other entertainment formats. Furthermore, he researches children's consumer behaviour. The Journal of Advertising, Media psychology, Young Consumers, Australasian Marketing Journal among others are outlets where this research is published.
Marketing And Consumer Behavior Concepts Methodologies Tools And Applications
DOWNLOAD
Author : Management Association, Information Resources
language : en
Publisher: IGI Global
Release Date : 2014-12-31
Marketing And Consumer Behavior Concepts Methodologies Tools And Applications written by Management Association, Information Resources and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-12-31 with Business & Economics categories.
As marketing professionals look for ever more effective ways to promote their goods and services to customers, a thorough understanding of customer needs and the ability to predict a target audiences reaction to advertising campaigns is essential. Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications explores cutting-edge advancements in marketing strategies as well as the development and design considerations integral to the successful analysis of consumer trends. Including both in-depth case studies and theoretical discussions, this comprehensive four-volume reference is a necessary resource for business leaders and marketing managers, students and educators, and advertisers looking to expand the reach of their target market.
Branded
DOWNLOAD
Author : Bernie Brennan
language : en
Publisher: John Wiley & Sons
Release Date : 2010-09-16
Branded written by Bernie Brennan and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-09-16 with Business & Economics categories.
Written through the eyes of retail and technology executives, Branded! explores retailers who are successfully implementing social media and mobility strategies. Market-leading retailers are engaging technology-savvy customers though social media and mobility. Branded! reveals how these digital communication channels are an extension of a retailer's culture and strategy resulting in building brand equity. Comprehensive reviews of Starbucks, Zappos, Wet Seal, Macy's, 1-800-Flowers.com, JCPenney, Pizza Hut and Best Buy are featured. Branded!: Provides a clear review of social media as well as the rapid changes in the development and use of mobility. Demonstrates why retailers cannot 'wait and see', and must move rapidly Shows how each company's social media and mobility initiatives are based on the individual personality of the company. Discusses sophisticated analytic tools that enable retailers to measure their performance and make informed decisions on the data
Building Brand Identity In The Age Of Social Media Emerging Research And Opportunities
DOWNLOAD
Author : Ekhlassi, Amir
language : en
Publisher: IGI Global
Release Date : 2018-01-12
Building Brand Identity In The Age Of Social Media Emerging Research And Opportunities written by Ekhlassi, Amir and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-01-12 with Business & Economics categories.
To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Social media is a useful tool for developing the relationships between businesses and consumers. Building Brand Identity in the Age of Social Media: Emerging Research and Opportunities is a critical scholarly resource that examines the media consumption and habits of consumers to evaluate the challenges of brand building. Featuring coverage on a broad range of topics such as brand identity, brand loyalty, and social media branding, this book is geared towards marketing professionals, business managers, and individuals interested in how social media fits into today’s marketing environments.