Titre :	The art of branded entertainment
Type de document :	texte imprimé
Auteurs :	Monica Chun, Auteur
Editeur :	London : Peter Owen
Année de publication :	2018
Importance :	1 vol. (287 p.)
Présentation :	ill. en noir et blanc, couv. ill. en coul.
Format :	22 cm
ISBN/ISSN/EAN :	978-0-7206-2058-0
Langues :	Anglais (eng)
Catégories :	Analyse fonctionnelle (gestion) Produits de marque -- Publicité Stratégie de marque
Index. décimale :	766:659 Publicité
Résumé :	Live television viewing is decreasing as audiences choose to stream television shows and films via catch-up, YouTube, Netflix, iTunes and other digital platforms. With that shift, intrusive commercial advertising breaks are quickly losing their power as the leading way in which brands talk to their audiences. For the past five years the Cannes Lions international Festival of Creativity has been grappling with how the entertainment and marketing worlds can collaborate in fresh and innovative ways, rather than unsophisticated product placement. In 2017 twenty specialist jurors considered a wide range of ideas submitted in the relatively uncharted category of branded entertainment, regarded by many as the future of advertising. For days they deliberated on what made an entry more or less successful. This book conveys their comprehensively debated conclusions in a series of stimulating essays authored by each juror.

The art of branded entertainment [texte imprimé] / Monica Chun, Auteur . - London : Peter Owen, 2018 . - 1 vol. (287 p.) : ill. en noir et blanc, couv. ill. en coul. ; 22 cm.
ISBN : 978-0-7206-2058-0
Langues : Anglais (eng)

Catégories :	Analyse fonctionnelle (gestion) Produits de marque -- Publicité Stratégie de marque
Index. décimale :	766:659 Publicité
Résumé :	Live television viewing is decreasing as audiences choose to stream television shows and films via catch-up, YouTube, Netflix, iTunes and other digital platforms. With that shift, intrusive commercial advertising breaks are quickly losing their power as the leading way in which brands talk to their audiences. For the past five years the Cannes Lions international Festival of Creativity has been grappling with how the entertainment and marketing worlds can collaborate in fresh and innovative ways, rather than unsophisticated product placement. In 2017 twenty specialist jurors considered a wide range of ideas submitted in the relatively uncharted category of branded entertainment, regarded by many as the future of advertising. For days they deliberated on what made an entry more or less successful. This book conveys their comprehensively debated conclusions in a series of stimulating essays authored by each juror.