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The Integration of Entertainment and Advertising: Advertainment

The Integration of Entertainment and Advertising: Advertainment

R. Gulay Ozturk
Copyright: © 2017 |Pages: 22
ISBN13: 9781522517931|ISBN10: 1522517936|EISBN13: 9781522517948
DOI: 10.4018/978-1-5225-1793-1.ch023
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MLA

Ozturk, R. Gulay. "The Integration of Entertainment and Advertising: Advertainment." Advertising and Branding: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2017, pp. 506-527. https://doi.org/10.4018/978-1-5225-1793-1.ch023

APA

Ozturk, R. G. (2017). The Integration of Entertainment and Advertising: Advertainment. In I. Management Association (Ed.), Advertising and Branding: Concepts, Methodologies, Tools, and Applications (pp. 506-527). IGI Global. https://doi.org/10.4018/978-1-5225-1793-1.ch023

Chicago

Ozturk, R. Gulay. "The Integration of Entertainment and Advertising: Advertainment." In Advertising and Branding: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 506-527. Hershey, PA: IGI Global, 2017. https://doi.org/10.4018/978-1-5225-1793-1.ch023

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Abstract

The evolution of the advertising industry's promotional practices remains in a state of constant transition as technological advances steadily continue to shape, transform, and cultivate the digitally integrated landscape of today's modern world. The fusion of advertising and entertainment, known in the industry as advertainment, is becoming an increasingly popular method that marketers use to connect with consumers (Millili, 2012). Today, the sense of entertainment of target audiences has been changed by new communication technologies. This study discusses the “entertainment concept” in terms of advertainment typology and technology in the world. Therefore, this chapter presents the changing of entertainment from the point of advertising and technology.

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