Engaging Consumers through Branded Entertainment and Convergent Media

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dc.contributor.author Martí Parreño, José
dc.contributor.author Ruiz Mafé, Carla
dc.contributor.author Scribner, Lisa L.
dc.date.accessioned 2015-10-13T07:11:16Z
dc.date.available 2015-10-13T07:11:16Z
dc.date.issued 2015
dc.identifier.citation Martí-Parreño, J., Ruiz-Mafé, C. & Scribner. L. (Eds.) (2015). Engaging Consumers through Branded Entertainment and Convergent Media. Hersey (PA): IGI Global. spa
dc.identifier.isbn 9781466683426
dc.identifier.isbn 9781466683433
dc.identifier.uri http://hdl.handle.net/11268/4384
dc.description.abstract Branded entertainment is gaining momentum within marketing communications strategy. Blurring the lines between advertising content and editorial content branded entertainment provides both advertisers and consumers with highly engaging branded media content that benefits them in a synergetic way. On the one hand, consumers can access free entertainment content such as online movies, video games or music. On the other hand, advertisers can reach committed audiences seeking for fun to target them brand messages in a non-intrusive advertising context. Using the so-called hybrid messages – like product placement, advertainment or advergames – advertisers can develop engaging brand communications providing entertainment value for consumers. This entertainment value can enhance consumer attention to the message, increase time exposure to the brand, and improve brand recall and brand attitude for those brands embedded in branded entertainment products. spa
dc.language.iso eng spa
dc.publisher IGI GLOBAL spa
dc.subject.other Comunicaciones de marketing spa
dc.subject.other Branded entertainment spa
dc.title Engaging Consumers through Branded Entertainment and Convergent Media spa
dc.type book spa
dc.description.impact No data (2015) spa
dc.identifier.doi 10.4018/978-1-4666-8342-6
dc.rights.accessRights openAccess spa
dc.subject.uem Consumidores spa
dc.subject.uem Videojuegos spa
dc.subject.unesco Consumidor spa
dc.subject.unesco Vídeojuego spa
dc.description.filiation UEV spa
dc.peerreviewed Si spa

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