Branded Entertainment: A New Advertising Technique or Product Placement in Disguise?

Hudson, Simon; Hudson, David L.

doi:10.1362/026725706777978703

Cited by 165 publications

(112 citation statements)

References 10 publications

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“…Dicho de otro modo, se trata de generar experiencias significativas y estéticas creando una publicidad especialmente creativa e interesante para la audiencia (Cunningham, Hall, & Young, 2006). En definitiva, la etiqueta branded content marca una evolución en otros términos utilizados con anterioridad como marketing de la experiencia (Hudson and Hudson, 2006;Moor, 2003;Schmitt, 2009). Este formato, además, muestra la faceta de la publicidad como industria cultural (Rodríguez, 2008).…”

Section: Marco Teóricounclassified

Formatos y sectores en el branded content musical: videoclip y moda, pop stars de la musicidad

Sánchez-Olmos

2018

MEDCOM

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Esta investigación profundiza en las relaciones entre la música y la publicidad y más concretamente analiza los contenidos o branded content musical producidos por marcas. El análisis de relación entre la música y la publicidad establece a priori una relación simbiótica que plantea un reto: la necesidad de crear el concepto musicidad para explicar cómo y por qué las marcas utilizan la música como vehículo de conexión con una audiencia que rechaza la publicidad convencional. Para ello, observamos qué tipos de sectores producen música y qué forma tienen los contenidos creados por las marcas. Con el objetivo de alcanzar el reto, seleccionamos una muestra de 165 contenidos musicales puestos en circulación por cien marcas distintas entre 2009 y 2013 y aplicamos un análisis cualitativo y cuantitativo. La investigación arroja resultados interesantes. Por un lado, las marcas apuestan por el videoclip como formato para conectar con los consumidores. Por otro lado, las marcas de moda son las más activas en la creación de contenidos musicales. Por último, se demuestra cómo las marcas se han introducido en el negocio de la industria de la música a través de la producción de contenidos musicales y de entretenimiento.

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Section: Marco Teóricounclassified

Formatos y sectores en el branded content musical: videoclip y moda, pop stars de la musicidad

Sánchez-Olmos

2018

MEDCOM

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“…There are also concerns that content of movies and television broadcasting is infl uenced by product placement, which is inviolable according to many people. Ethical issues related to product placement and branded entertainment would, therefore, deserve further research (Hudson and Hudson, 2006). Product placement can be described as ethical or unethical, depending on the point of view of each researcher or each viewer and customer.…”

Section: Ethical Aspects Of Product Placementmentioning

confidence: 99%

Characteristics of an Insert Product Placement as a Part of Marketing Communication

Kramoliš¹,

Kopečková²

2014

Acta Univ. Agric. Silvic. Mendelianae Brun.

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The paper defi ned saturation of an insert product placement as a part of marketing communication. Product placement is known as a modern tool of marketing communication and so that product placement and its types and forms are not so casual used in the Czech Republic as in other parts of the world. The mentioned issues are explained from the perspectives of three groups: TV studios experts, directors and producers and other experts (media agencies and advertisers). Types and forms of this marketing communication tool as well as options of its utilization are also mentioned in the paper. The Czech Republic market where product placement occurs is very small -only few television companies. The primary aim of the paper is to identify the intensity of two essential areas expressing product placement using -natural (non-invasive) insert and contrived (invasive) insert. Moreover, confl icting interests of the interested parties (advertiser -ordering party, producer and television) are observed in the paper too. The last issue discussed in this paper is to what extent the degree of product placement implementation can aff ect the script and what impact on quality and specifi cs of an audiovisual work can this script modifi cation have.

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“…Consequently, through product placement the viewers' belief in a product or their consumer behaviour can be influenced in a positive way. (Hudson and Hudson, 2006) According to the American Federal Trade Commission, product placement is defined as a form of promotion in which branded products are placed into television programs by advertisers for a certain fee or other consideration. (Powell, Hardy, Hawkin and Macrury, 2009) The Council for Radio and Television Broadcasting (CRTB) on its 11th session decided to issue a recommendation for TV broadcasting operators regarding how this new phenomenon should be introduced into broadcasting and especially how to mark it properly so that it is comprehensible for viewers.…”

Section: Definition Of Product Placementmentioning

confidence: 99%

“…On the other hand, "healthy products" are more accepted by women. (Hudson and Hudson, 2006) On the contrary, according to Matthes, Wirth, Schemer and Kissling (2011), there exist no researches proving differences between gender, age and intelligence. Even if someone manages to find such effects, the question still remains why certain segments of population can be targeted by product placement better.…”

Section: Conditions Of Product Placement Utilizationmentioning

confidence: 99%

Product Placement: A Smart Marketing Tool Shifting a Company to the Next Competitive Level

Kramoliš¹,

Kopečková²

2013

JOC

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The primary aim of this paper was to discover connection between company's competitiveness and product placement as a marketing tool. The secondary aim was searching for the genesis of product placement. The mentioned issues are explained from the perspectives of three groups: TV studios experts, directors and producers, and other experts (media agencies and advertisers). The Czech Republic market where product placement can be registered is very small -only few television companies. The survey was conducted during years 2011 and 2012 in the Czech Republic. There is no directly measurable tool to tell us exact outputs. However, the results reveal: Marketers are sure that product placement is efficient. The product placement belongs to a longterm marketing field where the brand building is also included. On the basis of the ascertainments acquired by the survey, the basic links between product placement, long-term marketing, and competitiveness are explained in this paper.

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Branded Entertainment: A New Advertising Technique or Product Placement in Disguise?

Cited by 165 publications

References 10 publications

Formatos y sectores en el branded content musical: videoclip y moda, pop stars de la musicidad

Formatos y sectores en el branded content musical: videoclip y moda, pop stars de la musicidad

Characteristics of an Insert Product Placement as a Part of Marketing Communication

Product Placement: A Smart Marketing Tool Shifting a Company to the Next Competitive Level

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