Engaging Consumers through Branded Entertainment and Convergent Media (inbunden)

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Format: Inbunden (Hardback)
Språk: Engelska
Antal sidor: 301
Utgivningsdatum: 2015-04-30
Förlag: Idea Group,U.S.
Medarbetare: Mafe, Carla Ruiz / Scribner, Lisa
Illustrationer: black & white illustrations
Dimensioner: 279 x 216 x 22 mm
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Antal komponenter: 1
Komponenter: HC gerader Rücken kaschiert
ISBN: 9781466683426

Engaging Consumers through Branded Entertainment and Convergent Media

Name: Engaging Consumers through Branded Entertainment and Convergent Media
Price: 3245.00 SEK
Availability: InStock
Author: Jose Marti Parreno, Carla Ruiz Mafe, Lisa Scribner
ISBN: 9781466683426

av Jose Marti Parreno, Carla Ruiz Mafe, Lisa Scribner

Inbunden, Engelska, 2015-04-30

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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.

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Jose Marti Parreno, Universidad Europea de Valencia, Spain. Carla Ruiz Mafe, Universidad de Valencia, Spain. Lisa Scribner, University of North Carolina Wilmington, USA.