Branded Content & Entertainment: Relationship and brand lift
Branded content & entertainment is perceived by the consumer-viewer as a rewar
Branded Content & Entertainment: How Does It Work for the Brand?
The reduction in consumer attention towards traditional advertising makes it extremely difficult for commercial messages to cut through and be effective.The brand’s ability to be seen and heard is increasingly at risk.
Testata registrata presso il tribunale di Milano al Numero di ruolo del registro di volontaria giurisdizione RG. 11797/2018 Direttore responsabile: Maurizio Ermisino EG Media Sb S.r.l. Sede legale: via Sardegna 32, 20146 Milano | Capitale sociale: Euro 20.000,00 Codice Fiscale, Partita I.V.A. e Iscrizione al Registro delle Imprese di Milano n.10399270965 | R.E.A. di Milano:2528315
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Branded Content & Entertainment: Relationship and brand lift
Branded content & entertainment is perceived by the consumer-viewer as a rewar
Branded Content & Entertainment: How Does It Work for the Brand?
The reduction in consumer attention towards traditional advertising makes it extremely difficult for commercial messages to cut through and be effective.The brand’s ability to be seen and heard is increasingly at risk.
Testata registrata presso il tribunale di Milano al Numero di ruolo del registro di volontaria giurisdizione RG. 11797/2018 Direttore responsabile: Maurizio Ermisino EG Media Sb S.r.l. Sede legale: via Sardegna 32, 20146 Milano | Capitale sociale: Euro 20.000,00 Codice Fiscale, Partita I.V.A. e Iscrizione al Registro delle Imprese di Milano n.10399270965 | R.E.A. di Milano:2528315
Manifesto
We use cookies to ensure that we give you the best experience on our website. If you continue to use this site we will assume that you are happy with it.Ok
Testata registrata presso il tribunale di Milano al Numero di ruolo del registro di volontaria giurisdizione RG. 11797/2018 Direttore responsabile: Maurizio Ermisino EG Media Sb S.r.l. Sede legale: via Sardegna 32, 20146 Milano | Capitale sociale: Euro 20.000,00 Codice Fiscale, Partita I.V.A. e Iscrizione al Registro delle Imprese di Milano n.10399270965 | R.E.A. di Milano:2528315
Manifesto
We use cookies to ensure that we give you the best experience on our website. If you continue to use this site we will assume that you are happy with it.Ok
Testata registrata presso il tribunale di Milano al Numero di ruolo del registro di volontaria giurisdizione RG. 11797/2018 Direttore responsabile: Maurizio Ermisino EG Media Sb S.r.l. Sede legale: via Sardegna 32, 20146 Milano | Capitale sociale: Euro 20.000,00 Codice Fiscale, Partita I.V.A. e Iscrizione al Registro delle Imprese di Milano n.10399270965 | R.E.A. di Milano:2528315
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7 Persuasive Strategies Branded Entertainment Uses to Make People Buy
18 February 2019
To be more effective, brands are using different forms of persuasive communication, including the so-called “branded content and entertainment strategy,” which bypasses the different reactions a consumer may have when confronted
with the request to interact with a brand’s content. Here are some principles from some of the most talked about examples of this new form of communication:
1 . It’s a long term strategy
Branded entertainment is a strategy for building brand identity, so it is usually pursued in the medium to long term.
2. One clear goal: sell
The strategy is always in line with the needs of the company.
3. It turns audiences into consumers
Branded entertainment is a marketing tool for building the relationship between consumer and brand. Its active function is to strengthen or change consumer behavior.
4. Transparency?
The goal is to get consumers to willingly accept the presence of the brand in new spaces (TV programs, newspaper article, etc.), even if the role the brand plays in the content is not that clear (producer, creator, or sponsor?).
5. Storytelling
The brand defines the traits of its identity that will set the kind of relationship with the “hero” (in this case, the consumer) within the narrative. For this to work, the brand acquires a narrative function. Whether the
content is to inform or entertain, the brand “helper” tries to interest and empower the “hero” viewer/consumer.
6. Measurement
As it’s a campaign, the brand analyzes the effectiveness of branded entertainment by standard key performance indicators, such as brand trust, familiarity, consideration, and loyalty.
7. Expertise
Branded entertainment can be done internally (by in-house content units) and/or be driven by professionals (agencies or free-lancers, for example) who can create a content-driven strategy.
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I have been dealing with communication for 20 years, I have worked in marketing for large international and Italian companies and I know the mechanisms of advertising persuasion. I decided to invest my know-how
and my skills to use the available resources of companies (budgets but also human capital) in positive transformation. Because to students from all over the world I teach at Purpose Brands in Catholic University
I wish to give more and more examples of virtuous companies that have invested for the future, of everyone (and there are already many!). Because if we watch, without acting, without taking responsibility, we
have no excuse. View all posts by elena grinta
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Testata registrata presso il tribunale di Milano al Numero di ruolo del registro di volontaria giurisdizione RG. 11797/2018 Direttore responsabile: Maurizio Ermisino EG Media Sb S.r.l. Sede legale: via Sardegna 32, 20146 Milano | Capitale sociale: Euro 20.000,00 Codice Fiscale, Partita I.V.A. e Iscrizione al Registro delle Imprese di Milano n.10399270965 | R.E.A. di Milano:2528315
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Testata registrata presso il tribunale di Milano al n. 227 del 07/09/2018 Direttore responsabile: Maurizio Ermisino EG Media Sb S.r.l. Sede legale: via Sardegna 32, 20146 Milano | Capitale sociale: Euro 10.000,00 Codice Fiscale, Partita I.V.A. e Iscrizione al Registro delle Imprese di Milano n.10399270965 | R.E.A. di Milano: 2528315
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7 Persuasive Strategies Branded Entertainment Uses to Make People Buy
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Branded Content & Entertainment: How Does It Work for the Brand?
The reduction in consumer attention towards traditional advertising makes it extremely difficult for commercial messages to cut through and be effective.The brand’s ability to be seen and heard is increasingly at risk.
Testata registrata presso il tribunale di Milano al Numero di ruolo del registro di volontaria giurisdizione RG. 11797/2018 Direttore responsabile: Maurizio Ermisino EG Media Sb S.r.l. Sede legale: via Sardegna 32, 20146 Milano | Capitale sociale: Euro 20.000,00 Codice Fiscale, Partita I.V.A. e Iscrizione al Registro delle Imprese di Milano n.10399270965 | R.E.A. di Milano:2528315
Manifesto
We use cookies to ensure that we give you the best experience on our website. If you continue to use this site we will assume that you are happy with it.Ok
A campaign to revitalize an ancient payoff Bad PR is Still Good PR
Trying to define manhood What if the true target was the female one? Riding social causes is the new black. Don’t sweep the dirt under the carpet Does this ‘cause related’ campaign will turn into a suicide in the market?
Testata registrata presso il tribunale di Milano al Numero di ruolo del registro di volontaria giurisdizione RG. 11797/2018 Direttore responsabile: Maurizio Ermisino EG Media Sb S.r.l. Sede legale: via Sardegna 32, 20146 Milano | Capitale sociale: Euro 20.000,00 Codice Fiscale, Partita I.V.A. e Iscrizione al Registro delle Imprese di Milano n.10399270965 | R.E.A. di Milano:2528315
Manifesto
We use cookies to ensure that we give you the best experience on our website. If you continue to use this site we will assume that you are happy with it.Ok
To be more effective, brands are using different forms of persuasive communication, including the so-called “branded content and entertainment strategy,” which bypasses the different reactions a consumer may have when confronted
with the request to interact with a brand’s content. Here are some principles from some of the most talked about examples of this new form of communication:
