Product placement has evolved from a novel marketing tactic to a key marketing strategy on a global scale. This work explains the: history and development of pr

“Native advertising, advertorials, paid content, brand placement…we all know that marketers are becoming content publishers. But how do all of the deals get

Branded entertainment is gaining popularity within marketing communications strategies. Blurring the lines between advertisements and editorial content, branded

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

A special, première release of this groundbreaking book on the art of advertising and brand management to coincide with the 2018 Cannes Lions International Fes