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.Can service quality predict customer satisfaction and behavioural intentions in the sport tourism industry? ... Focus groups: A practical guide for applied research (3rd ed.). Thousand Oaks, CA: ... Retrieved from http://lasextarueda. wordpress.com/2012/06/14/ street-marketing-navideno-mini-cooper/ Lacey, K. ( 2001). Radio in the Great Depression: Promotional Culture, Public Service, and Propaganda.
|Title||:||Engaging Consumers through Branded Entertainment and Convergent Media|
|Author||:||Parreno, Jose Marti|
|Publisher||:||IGI Global - 2015-04-30|