Search results for "Branded entertainment"

Branded Entertainment

2017

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 recogn…