Branded Content: Understanding the Mechanisms of Strategic Messaging in Entertainment Television Formats

Description:

Branded content as an advertising tactic is a growing phenomenon that is not widely researched and is generally ambiguous in nature. This study uses qualitative methods to explain how branded content is defined, how it functions, and how it can influence a brand. Case studies of IKEA and Chevrolet were compared alongside four interviews with branded content professionals. the data collected suggests that branded content in structure and substance is varied, however it comprises engagement, the brand, and financial transaction. the data collected also suggested that brands take a variety of stances when controlling content to support their brand, and that branded content generally supports the intangible aspects of a brand, as opposed to product features.

Creator(s): Nicholson, Danielle Marie
Creation Date: May 2012
Partner(s):
UNT Libraries
Collection(s):
UNT Theses and Dissertations
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Total Uses: 489
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Creator (Author):
Publisher Info:
Publisher Name: University of North Texas
Publisher Info: www.unt.edu
Place of Publication: Denton, Texas
Date(s):
  • Creation: May 2012
Description:

Branded content as an advertising tactic is a growing phenomenon that is not widely researched and is generally ambiguous in nature. This study uses qualitative methods to explain how branded content is defined, how it functions, and how it can influence a brand. Case studies of IKEA and Chevrolet were compared alongside four interviews with branded content professionals. the data collected suggests that branded content in structure and substance is varied, however it comprises engagement, the brand, and financial transaction. the data collected also suggested that brands take a variety of stances when controlling content to support their brand, and that branded content generally supports the intangible aspects of a brand, as opposed to product features.

Degree:
Level: Master's
PublicationType: Thesi
Language(s):
Subject(s):
Keyword(s): Branded content | branded entertainment | branding | marketing | advertising | television
Contributor(s):
Partner:
UNT Libraries
Collection:
UNT Theses and Dissertations
Identifier:
  • ARK: ark:/67531/metadc115129
Resource Type: Thesis or Dissertation
Format: Text
Rights:
Access: Public
Holder: Nicholson, Danielle Marie
License: Copyright
Statement: Copyright is held by the author, unless otherwise noted. All rights Reserved.