El branded content se ha impuesto como una de las estrategias creativas de las marcas
más eficaces para lograr un contacto cómplice con sus públicos. Las exigencias del …

In the media convergence era, brands are embracing hybrid forms of advertising
communication such as branded content, product placement and sponsored TV 'pods' …

The emergence of ad blocking phenomenon is a contemporary threat of today. It has serious
damaging consequences for the brands and advertisers. Advertisers are constantly looking …

Over the last decade, top media organizations have restructured their newsrooms and
created branded content teams, or studios, devoted entirely to the production of new native …

The podcast has become an emerging audio format for advertising usage through the
branded content technique, which uses content to transmit brand values​​ without intrusive …

Advertising is a hard concept to define due to its hybrid discursive characteristics. Ads have
traditionally been construed as a form of mercantile discourse and borrowing credibility from …

The history of Italian cinema is mostly regarded as a history of Italian auteurs. This book
takes a different standpoint, looking at Italian cinema from the perspective of an unusual, but …

Technology-enhanced learning (TEL) is the process of utilising information and
communication technologies to support teaching and learning (Kirkwood & Price, 2014) …

Abstract Problem Definition: Startup firms, often small in size, face the challenge of making
cross-functional decisions due to the absence of distinct departments like marketing and …

This chapter investigates comic-strip advertising to discover how the advertiser constructs
intended persuasive meanings within the characteristic format of word-and-picture …