Branded content and entertainment in advertising a theoretical and empirical study of creative advertising practices

"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 adaptati...

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Bibliographische Detailangaben
1. Verfasser: Rodríguez-Rabadán Benito, María (VerfasserIn)
Format: UnknownFormat
Sprache:eng
Veröffentlicht: London, New York, NY Routledge 2023
Schriftenreihe:Routledge studies in marketing 32
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