The integration of entertainment and advertising: Advertainment

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dc.contributor.authorÖztürk, R. Gülay
dc.date.accessioned2020-11-21T15:57:14Z
dc.date.available2020-11-21T15:57:14Z
dc.date.issued2017en_US
dc.departmentİstanbul Ticaret Üniversitesien_US
dc.description.abstractThe 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.en_US
dc.identifier.doi10.4018/978-1-5225-1793-1.ch023en_US
dc.identifier.endpage527en_US
dc.identifier.isbn9781522517948
dc.identifier.isbn1522517936
dc.identifier.isbn9781522517931
dc.identifier.scopus2-s2.0-84946010150en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.startpage506en_US
dc.identifier.urihttps://doi.org/10.4018/978-1-5225-1793-1.ch023
dc.identifier.urihttps://hdl.handle.net/11467/4237
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherIGI Globalen_US
dc.relation.ispartofAdvertising and Branding: Concepts, Methodologies, Tools, and Applicationsen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararasıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.titleThe integration of entertainment and advertising: Advertainmenten_US
dc.typeBook Chapteren_US

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