L'evoluzione delle strategie di branded entertainment. Presupposti teorici e condizioni di efficacia

Translated title of the contribution: [Autom. eng. transl.] The evolution of branded entertainment strategies. Theoretical assumptions and conditions of effectiveness

Research output: Book/ReportBook

Abstract

[Autom. eng. transl.] The growing integration taking place between the commercial messages offered by companies and the entertainment content offered by the mass media - from cinema to television, from music to video games, to webbased content and recent mobile applications - has led to the affirmation of the so-called branded entertainment , which implies a progressive intersectoral convergence between the world of advertising and that of entertainment, made even more intense by the affirmation of digital technology in the production and distribution of audiovisual content. The volume examines the theoretical assumptions and the operating conditions that allow the company to arouse the interest of the individual consumer, to gain their attention and to stimulate their involvement, through the proposal of products, experiences, stories and shows on which they can both the learning of the values of the company and the brand and the development of a medium-long term relationship must be founded.
Translated title of the contribution[Autom. eng. transl.] The evolution of branded entertainment strategies. Theoretical assumptions and conditions of effectiveness
Original languageItalian
PublisherVita e Pensiero
Number of pages490
ISBN (Print)9788834320198
Publication statusPublished - 2011

Keywords

  • BRANDED CONTENT MARKETING
  • BRANDED ENTERTAINMENT

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