Branded Content and Entertainment in Advertising

A Theoretical and Empirical Study of Creative Advertising Practices
1. Auflage 2024
ISBN: 978-1-032-31642-0
Verlag: Taylor & Francis

Buch, Englisch, 190 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 277 g

Reihe: Routledge Studies in Marketing

In recent years, branded content and entertainment have become standard practice for brands, advertising agencies, and production companies. This volume analyzes branded content through a theoretical and empirical study to examine the factors that have led to exponential growth and the adaptation of creative advertising processes in the creation of branded content.

The book debates the suitability and acceptability of branded entertainment as an advertising practice, the different degrees of involvement of the brand in creating content, and the brands' mastery of entertainment. It explores the implications that may underpin the practice and discusses the necessary creative elements involved in their successful execution, as well as the effects it has on consumers and audiences.

This insightful book will be a valuable guide for academics and upper-level students across marketing disciplines, including advertising, brand management and communications, as well as screenwriting.

Zielgruppe

Academic and Postgraduate

Autoren/Hrsg.

Benito, María Rodríguez-Rabadán

Fachgebiete

• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Introduction

- A theoretical approach to branded content

- Branded content in advertising communication strategies

- Typologies and formats of branded content

- Branded entertainment screenwriting. An examination of its creative writing resources and analysis of the short films produced by Estrella Damm "Vale" and "The Little Things"

- The influence of filmic storytelling on branded entertainment films

- Branded content creating process, an empirical study

- Professionals involved in the design, writing, and production process of Branded Entertainment

- Conclusions

Über Autor(innen)

María Rodríguez-Rabadán Benito, Ph.D., is the academic director of the Official Master’s Degree in Communications for Transmedia and Communication, and Communication and Visual Data at UNIR (International University of La Rioja), the leading online university for the Spanish-speaking market. She earned a Ph.D. in Communication and Media Research Studies specializing in Branded Entertainment with International Mention and Cum Laude from Carlos III University in 2019. Her academic career as a professor of branded content includes universities and business schools of international prestige, such as ESCP, IE University Business School, and UAL (University of the Arts London). Her research interests include Branded Content, Branded Entertainment, brand storytelling, advertising, and transmedia communications. María is a Branded Content Research Hub member based in the Media School at the London College of Communication. She is a named academic adviser for the Branded Content Governance Project, funded by ESRC and The Arts and Humanities Research Council (AHRC) and part of the UK Research and Innovation Department.

Professionally, she currently works as a creative producer of branded content at RB brand films (www.rb-brandfilms.com). Before her current achievements, she studied Film, TV, and, New Media at UCLA. She served as CEO of Hero Pictures, a film development fund based in Hollywood, whose writers include Oscar Winner Ronald Bass and Adam Simon. She has worked as a development executive for more than ten years in the US and Spain. She combines her academic and research career with professional creative filmmaking and production expertise.