Engaging Consumers through Branded Entertainment and Convergent Media

Name: Engaging Consumers through Branded Entertainment and Convergent Media
Price: 411.51 AUD
Availability: OutOfStock
ISBN: 9781466683426

Jose Marti Parreno, Carla Ruiz Mafe, Lisa Scribner

$513.95 $411.51

Hardback

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English

Idea Group,U.S.
30 April 2015

Consumerism

Series: Advances in Marketing, Customer Relationship Management, and E-Services

Branded entertainment is gaining popularity within marketing communications strategies. Blurring the lines between advertisements and editorial content, branded marketing provides

advertisers and consumers with highly engaging media content that benefits them both.

Engaging Consumers through Branded Entertainment and Convergent Media provides an interdisciplinary approach to connecting with the consumer through branding strategies in the entertainment and media fields. Featuring information regarding emergent research and techniques, this publication is a critical reference source for academics, university teachers, researchers and post-graduate students, as well as universities, advertising agencies, marketing directors, brand managers, and professionals interested in the usage and benefits of branded entertainment.

Edited by: Jose Marti Parreno, Carla Ruiz Mafe, Lisa Scribner
Imprint: Idea Group,U.S.
Country of Publication: United States
Dimensions: Height: 229mm, Width: 152mm, Spine: 22mm
Weight: 1.170kg
ISBN: 9781466683426
ISBN 10: 1466683422
Series: Advances in Marketing, Customer Relationship Management, and E-Services
Pages: 301
Publication Date: 30 April 2015
Audience: Professional and scholarly , Undergraduate
Format: Hardback
Publisher's Status: Active

Jose Marti Parreno, Universidad Europea de Valencia, Spain. Carla Ruiz Mafe, Universidad de Valencia, Spain. Lisa Scribner, University of North Carolina Wilmington, USA.