Exploring Applied Practices in Entertainment Marketing: How Brands Connect with Today’s Modern Family

Document Type

Article

Publication Date

1-1-2020

Abstract

Media buyers are finding alternate ways, such as social endorsement, brand persona creation, and sponsored content, to reach and form deeper relationships with their consumer base. Product placements have demonstrated significant growth in the United States, with industry ventures nearly tripling since 2012. This chapter addresses various aspects of product placement and entertainment marketing as it relates to today’s consumer advertising. In a study on ABC’s Modern Family, the chapter focuses on the utility of parasocial relationships in effective promotional content. It discusses cases that illustrate the power of a parasocial fan base in the current consumer market and proposes mechanisms through which applied research can examine embedded marketing in entertainment narratives for media planning strategies. Exploring relevant cases of parasocial placement strategies, the chapter highlights the value of applied research. The studies also highlight the need to use a variety of metrics to understand the impact of product integration.

Publication Source (Journal or Book title)

Handbook of Applied Communication Research Volume 1 Volume 2

First Page

183

Last Page

196

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