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 …
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Date:
May 2012
Creator:
Nicholson, Danielle Marie
Partner:
UNT Libraries