Bunkyo University Faculty of Information and Communications
抄録
Product Placement, a newly developed advertising technique, is now widely employed in various ?media. Product Placement may not be the proper name when it is carefully executed to reach the ?targeted audience and it may be appropriate to name it “Branded Entertainment”. In order for the ?Branded Entertainment to be well recognized and penetrate into the advertising industry, evaluation ?of the performance becomes indispensable. Unless no measurable value is available, there is no ?value as an advertisement. In this paper, the current status of this valuation method of Branded ?Entertainment will be researched and how this new advertisement method has been developed will ?be explained.
米国のブランデッド・エンターテインメント、及びその効果測定?に関する調査研究
BKSJ520002.pdf
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