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

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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 ... continued below

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Nicholson, Danielle Marie May 2012.

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This thesis is part of the collection entitled: UNT Theses and Dissertations and was provided by UNT Libraries to Digital Library, a digital repository hosted by the UNT Libraries. It has been viewed 882 times , with 8 in the last month . More information about this thesis can be viewed below.

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  • Nicholson, Danielle Marie

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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.

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  • May 2012

Added to The UNT Digital Library

  • Nov. 6, 2012, 3:03 p.m.

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  • Nov. 16, 2016, 5:38 p.m.

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Citations, Rights, Re-Use

Nicholson, Danielle Marie. Branded Content: Understanding the Mechanisms of Strategic Messaging in Entertainment Television Formats, thesis, May 2012; Denton, Texas. (digital.library.unt.edu/ark:/67531/metadc115129/: accessed April 27, 2017), University of North Texas Libraries, Digital Library, digital.library.unt.edu; .