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The Integration of Entertainment and Advertising: Advertainment
Abstract
The evolution of the advertising industry's promotional practices remains in a state of constant transition as technological advances steadily continue to shape, transform, and cultivate the digitally integrated landscape of today's modern world. The fusion of advertising and entertainment, known in the industry as advertainment, is becoming an increasingly popular method that marketers use to connect with consumers (Millili, 2012). Today, the sense of entertainment of target audiences has been changed by new communication technologies. This study discusses the “entertainment concept” in terms of advertainment typology and technology in the world. Therefore, this chapter presents the changing of entertainment from the point of advertising and technology.
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