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Branded Entertainment
Engels
135 b
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This book demystifies the concept of Branded Entertainment and provide a practical explanation of the BE business. In today's world, a brand cannot just preserve the status quo but must be positioned correctly within a tumultuous world of options for both advertisers and consumers. One of the big questions for a brand manager is whether to place the brand inside content that's created exclusively with the brand in mind? This is the idea behind Branded Entertainment (BE). It is not product placement but a concept where brands and solid, entertaining content become truly intertwined. This book provides a thorough and practical understanding of the BE business including when it makes sense and when it doesn't. It explains the roles and thought process of all parties involved in a potential deal: the brands, the networks, the content producers, and the ad/marketing agencies. Branded Entertainment outlines the many different scenarios that could surface in these arrangements depending on who leads a deal and who accepts production costs. It summarizes the do's and don'ts of this business and gives the reader a checklist of things to keep in mind when at the deal table.
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