The integration of entertainment and advertising: Advertainment
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Date
2017
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IGI Global
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info:eu-repo/semantics/closedAccess
Abstract
The evolution of the advertising industry's promotional practices remains in a state of constant transitionas technological advances steadily continue to shape, transform, and cultivate the digitally integratedlandscape of today's modern world. The fusion of advertising and entertainment, known in the industryas 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 newcommunication technologies. This study discusses the "entertainment concept" in terms of advertainmenttypology and technology in the world. Therefore, this chapter presents the changing of entertainmentfrom the point of advertising and technology. © 2017, IGI Global. All rights reserved.
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Advertising and Branding: Concepts, Methodologies, Tools, and Applications
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