Branded Content and Entertainment in Advertising : A Theoretical and Empirical Study of Creative Advertising Practices

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. This volume analyses 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. Cover 1 Half Title 2 Series Page 3 Title Page 4 Copyright Page 5 Table of Contents 6 Acknowledgements 7 Introduction 8 Chapter 1 A Theoretical Approach to Branded Content 15 Chapter 2 Branded Content in Advertising Communication Strategies 37 Chapter 3 Typologies and Formats of Branded Content 68 Chapter 4 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’ 91 Chapter 5 The Influence of Filmic Storytelling on Branded Entertainment Films 104 Chapter 6 Branded Content Creating Process, an Empirical Study 123 Chapter 7 Professionals Involved in the Design, Writing, and Production Process of Branded Entertainment 159 Conclusions 177 Index 186 advertising;,creative,advertising;,marketing;,branded,content;,branding advertising,creative advertising,marketing,branded content,branding "In recent years, branded content and entertainment has become standard practice for brands, advertising agencies, and production companies. This volume analyses 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 mastery of entertainment by brands. It explores the implications that may underpin the practice and discusses the necessary creative elements involved in the successful execution, as well as the effects it has on consumers and audiences. This insightful book will be valuable guide for academics and upper-level students across marketing disciplines, including advertising, brand management and communications, as well as screenwriting"-- Provided by publisher