Abstract
As contemporary consumers become more skeptical of traditional media, marketers tend to rely on alternatives, such as product placement or branded entertainment. This study explores marketing practitioners’ perspectives on the latter: branded entertainment. It examines, specifically, their perspectives on its execution, measurement, and on brand characteristics. This study investigates how marketing practitioners (branded entertainment agents and advertisers) view branded entertainment differently from product placement. In addition, this exploration of practitioners’ perspectives on branded entertainment sheds some light on the future direction of such entertainment. Public policy implications on branded entertainment are also discussed.
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