岡山大学環境管理センターに関する印刷物・奥付

This book explores the ways media industries function, how media professionals managetheir careers, how media industries engage with creativity and innovation, ..

Entertainment marketing and experiential consumption

The placement of brand references within mainstream entertainment (called here 'entertainment marketing') is a rapidly evolving marketing communications field in its scale and sophistication. Much previous research in the field has conceptualized entertainment marketing as promotion and focused on measuring consumer attitudes, purchase intentions and brand recall in response to brand exposure. This conceptual paper suggests that there is also a need for understanding the quality of consumer engagement with brands in the context of mediated entertainment. The paper draws on phenomenological/existential research traditions in order to begin to theorize the role that entertainment marketing techniques may play in facilitating consumer self-concepts and identity formation through brand exposure within dramatic portrayals of characters and lifestyles

Fashion product placement in international TV series

Based on new ways of watching series via streaming platforms and a change of buying behavior, advertising needs to focus on new strategies. Branded entertainment gives brands the opportunity to deeper integrate their product placements into television show plots. Through a managerial perspective this increases the advertising effectiveness. The serial ‘Sex and the City’ exemplifies successful branded entertainment and shows how series influence fashion nowadays. The placements are outstanding when it comes to storytelling around the brand or product, setting trends and creating a character connection plus a desire through identification. This chapter shows success factors and chances of placements for the fashion industry

Meet the Parents: A Parents’ Perspective on Product Placement in Children’s Films

advertising ethics, children, marketing ethics, MES, product placement, parents,