Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape

Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape

Indexed In: SCOPUS
Release Date: January, 2023|Copyright: © 2023 |Pages: 441
DOI: 10.4018/978-1-6684-3971-5
ISBN13: 9781668439715|ISBN10: 1668439719|EISBN13: 9781668439722
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Description & Coverage
Description:

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.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

  • Aural Content
  • Branded Content
  • Branded Content Measurement Tools
  • Branded Podcasts
  • Branding Strategies
  • Climate Change
  • Digital Entertainment Culture
  • Evaluating Effectiveness
  • Government Storytelling
  • Sustainable Development Goals (SDGs)
  • Traditional and Non-Traditional Media
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Editor/Author Biographies
Blanca Miguélez-Juan holds a PhD in Social Communication (Cum Laude) with international mention from the University of the Basque Country/Euskal Herriko Unibertsitatea (UPV/EHU) and a degree in Advertising and Public Relations from the same university. She has had a professional career linked to Art Direction in several prestigious Spanish advertising agencies (Publicis, Leo Burnett, Contrapunto BBDO). She is currently Assistant Professor in the Department of Audiovisual Communication and Advertising, in the Faculty of Social Sciences and Communication of the UPV/EHU and has been accredited as an Associate Professor. As a teacher she has taught in the Degree in Advertising and Public Relations at the University of the Basque Country and has also taught in this same degree in several Spanish public and private universities: Universidad Complutense de Madrid, Universidad de Valladolid, Universidad de Sevilla, Universidad Loyola Andalucía, Universidad Camilo José Cela. Her lines of research focus on higher education in the European Higher Education Area (EHEA), digital communication, branded content, art direction, advertising creativity, new professional profiles in the field of communication and child and teen consumption. In the field of research, it is also worth mentioning the research stays in national and international universities, the presentation of papers at international conferences, the publication of scientific articles and numerous book chapters in academic publishers ranked among the top of the SPI ranking of publishers.
Gema Bonales-Daimiel holds a Cum Laude PhD in Audiovisual Communication, Advertising and Public Relations from the Universidad Complutense de Madrid, a Master's Degree in Commercial Management from ESIC Business and Marketing School and a Master's Degree in Marketing Management from Universidad Rey Juan Carlos. Currently, Gema works as a Lecturer and Researcher in the Department of Applied Communication Sciences at the Universidad Complutense de Madrid. Previously, she worked in the private sector: advertising agencies, Media and strategic marketing while teaching as an associate professor at the Universidad Europea de Madrid, Universidad CEU San Pablo and Universidad Complutense de Madrid. Her main line of research is centered around the analysis of the impact of the new technologies in the corporate communication and the advertising. He studies how the social networks (Twitch, TikTok, Twitter, Facebook and Instagram), smartphones, voice assistants, IoT, chatbots and even the Metaverse and web3 are changing, evolving and improving the way brands, companies and institutions communicate and perform advertisement.
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