Examining the Future of Advertising and Brands in the New Entertainment Landscape

The article discusses the challenges of reaching individuals who do not want to watch or listen to traditional advertising, and proposes that producing fewer ads or making them louder or more striking will not work. Examining the Future of Advertising and Brands in the New Entertainment Landscape provides a theoretical, reflective, and empirical perspective on branded content and branded entertainment in relation to audience engagement. It is an excellent resource for marketers, advertising agencies, brand managers, business leaders, communications professionals, government officials, non-profit organizations, students, and educators.

Format: Paperback / softback
Length: 335 pages
Publication date: 30 June 2023
Publisher: IGI Global

In the bustling world of globalization, where noise reigns supreme, brands tirelessly strive to cut through the clutter and connect with their target audiences. Over the past two decades, marketers, advertisers, and creatives have faced an uphill battle, trying to capture the attention of individuals who are disinterested in their messages. The conventional approach of producing more ads, louder, or more visually striking is not likely to sway these individuals, who are increasingly seeking ways to avoid advertising altogether.

Examining the Future of Advertising and Brands in the New Entertainment Landscape offers a comprehensive theoretical, reflective, and empirical exploration of branded content and branded entertainment in the context of audience engagement. It provides a valuable insight into the dramatic changes that both brands and traditional advertising are facing in the short term. By delving into topics such as branded content measurement tools, digital entertainment culture, and government storytelling, this premier reference source serves as an invaluable resource for a wide range of professionals.

Marketers, advertising agencies, brand managers, business leaders, managers, communications professionals, government officials, non-profit organizations, students, educators, academic libraries, researchers, and academicians alike will find this book to be a treasure trove of knowledge. It offers a comprehensive examination of the latest trends, strategies, and best practices in the world of advertising and branding, enabling professionals to stay ahead of the curve and achieve success in an ever-evolving media landscape.

Dimension: 279 x 216 (mm)
ISBN-13: 9781668460917