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Branded Entertainment: Past, Present, and Future

Branded Entertainment: Past, Present, and Future

José Martí-Parreño, Carla Ruiz-Mafé, Lisa L. Scribner
Copyright: © 2017 |Pages: 21
ISBN13: 9781522517931|ISBN10: 1522517936|EISBN13: 9781522517948
DOI: 10.4018/978-1-5225-1793-1.ch048
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MLA

Martí-Parreño, José, et al. "Branded Entertainment: Past, Present, and Future." Advertising and Branding: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2017, pp. 1049-1069. https://doi.org/10.4018/978-1-5225-1793-1.ch048

APA

Martí-Parreño, J., Ruiz-Mafé, C., & Scribner, L. L. (2017). Branded Entertainment: Past, Present, and Future. In I. Management Association (Ed.), Advertising and Branding: Concepts, Methodologies, Tools, and Applications (pp. 1049-1069). IGI Global. https://doi.org/10.4018/978-1-5225-1793-1.ch048

Chicago

Martí-Parreño, José, Carla Ruiz-Mafé, and Lisa L. Scribner. "Branded Entertainment: Past, Present, and Future." In Advertising and Branding: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 1049-1069. Hershey, PA: IGI Global, 2017. https://doi.org/10.4018/978-1-5225-1793-1.ch048

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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.

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