Branded content and entertainment in advertising: a theoretical and empirical study of creative advertising practices
Auteur :
Benito, MarÃa RodrÃguez-Rabadán
Éditeur :
Taylor & Francis Ltd
ISBN :
9781032316420
Date de publication :
28 nov. 2024
Dimensions :
23,4 x 15,6 cm
Poids :
300 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.