{"product_id":"branded-content-and-entertainment-in-mara-rodrguez-rabad-n-benito-9781032316413","title":"Branded Content and Entertainment in Advertising: A Theoretical and Empirical Study of Creative Advertising Practices","description":"\u003cp\u003eIn 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. \u003c\/p\u003e \u003cp\u003eThe 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. \u003c\/p\u003e \u003cp\u003eThis 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.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Mar? Rodr?uez-Rabad疣 Benito\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 1032316411\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9781032316413\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Routledge\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 06\/23\/2023\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 184\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.99lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.21h x 6.14w x 0.50d","brand":"Mar? Rodr?uez-Rabad疣 Benito","offers":[{"title":"Hardcover","offer_id":44159342117119,"sku":"9781032316413","price":170.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_fe937e8e-1686-4bfa-a0a8-dbdfeef33664.jpg?v=1689082033","url":"https:\/\/www.whiterainbookhouse.com\/products\/branded-content-and-entertainment-in-mara-rodrguez-rabad-n-benito-9781032316413","provider":"WR Book House","version":"1.0","type":"link"}