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Entertainment Media: Times of Branded Content
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Author(s): Paula Cordeiro (University of Lisbon, Portugal), António Mendes (University of Lisbon, Portugal & IADE – Creative University, Portugal), José Mascarenhas (University of Lisbon, Portugal)and Sofia Lameira (University of Lisbon, Portugal)
Copyright: 2018
Pages: 23
Source title:
Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-5225-5187-4.ch048
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Abstract
This chapter examines the hybridization of entertainment in media through the emergence of new advertising formats in radio, new forms of revenue and sponsoring for television shows, and the hybridization of press content, with monthly magazines portraying more promotional than editorial content. It is focused on media as entertainment industry to study marketing strategies developed by brands towards an approach to entertainment as part of branding strategies, focusing as well on innovative advertising formats. Thinking about these might affect the consumer perception of media and brands. This chapter relates media studies with technology and marketing studies rooted in the idea that lifestyle media may transform practices and routines with media as well as audiences' media relations.
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