haku: @author Hudson, S. / yhteensä: 9
viite: 6 / 9
| Tekijä: | Hudson, S. Hudson, D. |
| Otsikko: | Branded entertainment: a new advertising technique or product placement in disguise |
| Lehti: | Journal of Marketing Management
2006 : JUL, VOL. 22:5-6, p. 489 504 |
| Asiasana: | brands marketing advertising |
| Vapaa asiasana: | entertainment product placement |
| Kieli: | eng |
| Tiivistelmä: | Product placement has recently become more sophisticated. Branded products are not just placed anymore but they are integrated with the content of the entertainment. The aim is to create a strong emotional affiliation with the consumer. The new name branded entertainment for this concept has been developed by the advertising industry. This article examines if branded entertainment is just another new modification of the old product placement. Based on analysis of the two concepts, it can be seen that branded entertainment is a new way to describe more sophisticated and modern employment of product placement. The authors present a conceptual framework for understanding the different forms of product placement and by this they underline the key elements of this rapidly growing form of marketing. Important managerial issues including measurement, control and ethics are discussed, and suggestions for future research are made. |
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