Item Infomation
| Title: | Branded content and entertainment in advertising : a theoretical and empirical study of creative advertising practices |
| Authors: | Rodríguez-Rabadán Benito, María |
| Keywords: | Advertising; Brand name products; Quảng cáo; Xây dựng thương hiệu |
| Issue Date: | 2023 |
| Publisher: | Routledge |
| Abstract: | n 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 adaptation of creative advertising processes in the creation of branded content |
| URI: | http://thuvienso.thanglong.edu.vn//handle/TLU/10256 |
| Appears in Collections | 1-Kinh tế - Quản lý |
ABSTRACTS VIEWS
6
VIEWS & DOWNLOAD
0
Files in This Item:
