Engaging Consumers through Branded Entertainment and Convergent Media

ISBN-13: 9781466683426 / Angielski / Twarda / 2015 / 376 str.

Lisa Scribner; Carla Ruiz Mafe; Jose Marti Parreno

Opis

Blurring the lines between advertisements and editorial content, branded marketing provides advertisers and consumers with highly engaging media content that benefits them both. This title provides an interdisciplinary approach to connecting with the consumer through branding strategies in the entertainment and media fields.