This is a critical study of the changing relationship between media and marketing communications in the digital age. It examines the growth of content funded by

In recent years, branded content and entertainment have become standard practice for brands, advertising agencies, and production companies. This volume analyze

Branded Entertainment in Korea examines the varied texts and wider context of branded entertainment and related advertising and marketing communications practic

Branded Entertainment explains how product placement, a long-time phenomenon in films, has gone beyond this to now embrace all media. Citing examples from film

Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods incre