Welcome to the InfoSci Platform
Reference Hub2
Branded Entertainment: Past, Present, and Future

Branded Entertainment: Past, Present, and Future

José Martí-Parreño, Carla Ruiz-Mafé, Lisa L. Scribner
Copyright: © 2015 |Pages: 21
ISBN13: 9781466683426|ISBN10: 1466683422|EISBN13: 9781466683433
DOI: 10.4018/978-1-4666-8342-6.ch001
Cite Chapter Cite Chapter

MLA

Martí-Parreño, José, et al. "Branded Entertainment: Past, Present, and Future." Engaging Consumers through Branded Entertainment and Convergent Media, edited by Jose Marti Parreno, et al., IGI Global, 2015, pp. 1-21. https://doi.org/10.4018/978-1-4666-8342-6.ch001

APA

Martí-Parreño, J., Ruiz-Mafé, C., & Scribner, L. L. (2015). Branded Entertainment: Past, Present, and Future. In J. Parreno, C. Mafe, & L. Scribner (Eds.), Engaging Consumers through Branded Entertainment and Convergent Media (pp. 1-21). IGI Global. https://doi.org/10.4018/978-1-4666-8342-6.ch001

Chicago

Martí-Parreño, José, Carla Ruiz-Mafé, and Lisa L. Scribner. "Branded Entertainment: Past, Present, and Future." In Engaging Consumers through Branded Entertainment and Convergent Media, edited by Jose Marti Parreno, Carla Ruiz Mafe, and Lisa Scribner, 1-21. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-8342-6.ch001

Export Reference

Mendeley
Favorite

Abstract

Branded entertainment is the insertion of a brand within an entertainment property in such a way that the line between entertainment and advertising becomes blurred (Moore, 2006). This hybrid message develops in an increasingly convergent environment in which editorial content and advertising content are blended (Shrum, 2004). This indirect approach to deliver brand messages is gaining momentum as a marketing communications tool to engage consumers with brand messages in a non-interruptive and entertainment context. By using branded films, advergames, and other advertainment-type genres, advertisers aim to enhance consumers´ brand perceptions, brand awareness, brand recall, and brand recognition, along with increasing consumers´ brand attitudes and purchase intentions while providing value to consumers through brand communications. This chapter gives an overview to branded entertainment from an historical approach, analyzing the origins, conceptualization, and genres of branded entertainment. Ethical concerns and legal issues related to branded entertainment are discussed. New trends in branded entertainment are also analyzed.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.