Branded Content: Understanding the Mechanisms of Strategic Messaging in Entertainment Television Formats
Branded content as an advertising tactic is a growing phenomenon that is not widely researched and is generally ambiguous in nature. This study uses qualitative methods to explain how branded content is defined, how it functions, and how it can influence a brand. Case studies of IKEA and Chevrolet w...
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| Format: | Others |
| Language: | English |
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University of North Texas
2012
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| Online Access: | https://digital.library.unt.edu/ark:/67531/metadc115129/ |