Revista Latina de Comunicación Social # 070 – Pages 519 to 538 Research | DOI: 10.4185/RLCS-2015-1057en | ISSN 1138-5820 | Year 2015
How to cite this article in bibliographies / References J de Aguilera-Moyano, M Baños-González, J Ramírez-Perdiguero (2015): “Branded Entertainment: Entertainment content as marketing communication tool. A study of its current situation in Spain”. Revista Latina de Comunicación Social, 70, pp. 519 to 538. http://www.revistalatinacs.org/070/paper/1057/27en.html DOI: 10.4185/RLCS-2015-1057en
Branded Entertainment: Entertainment content as marketing communication tool. A study of its current situation in Spain J de Aguilera-Moyano [CV] [ ] [ ] Associate Professor and Academic Director of the Specialisation programme in Integrated Marketing Communications. IE Business School (Spain) jaguilera@faculty.ie.edu M Baños-González [CV] [ ] [ ] Full Professor. Universidad Rey Juan Carlos (Spain) miguel.banos@urjc.es J Ramírez-Perdiguero [CV] [ ] [ ] Dean. ISEAD Business School (Spain) jrperdiguero@isead.es
Abstract Introduction: New communication tools are emerging within the new marketing paradigm. One of these tools is branded entertainment, a kind of hybrid message used by brands to produce entertainment content. Method: the main objective of this article is to provide a better understanding of branded entertainment, and to explore its current situation and the expectations about its future in the Spanish market. This is an exploratory study based on in-depth interviews applied to a group of experts on the creation and distribution of branded entertainment. Results and conclusions: people involved in the creation and distribution of branded entertainment are very aware of its potential as a communication technique; experts agree that content must be relevant in order to be able to compete with other entertainment products; due to the growing ineffectiveness of intrusive techniques, the use of branded entertainment is expected to increase significantly in the near future; branded entertainment is perceived as the most suitable tool to generate consumer engagement.
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