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 |
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