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Engaging Consumers through Branded Entertainment and Convergent Media

by Jose Marti Parreno , Carla Ruiz Mafe , Lisa Scribner
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₹20,408.00
Original price ₹20,408.00
Original price ₹20,408.00
₹20,408.00
Current price ₹20,408.00

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Book cover type: Hardcover
  • ISBN13: 9781466683426
  • Binding: Hardcover
  • Subject: N/A
  • Publisher: Business Science Reference
  • Publisher Imprint: Business Science Reference
  • Publication Date:
  • Pages: 376
  • Original Price: USD 205.0
  • Language: English
  • Edition: N/A
  • Item Weight: 1157 grams
  • BISAC Subject(s): Marketing / General

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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