Cuando la marca ofrece entretenimiento: aproximación al concepto de advertainment

Abstract

The crisis of massive media,  saturation of the advertising market and new consumer have given as result new ways of relation between brands and their target. Among them it emphasizes advertainment or branded con­ tent that  reference to the union  of two concepts: advertasing and entertain­  ment. Now the advertiser takes the initiative and it becomes producer of con­ tents where the values of brands are integrated. In this paper it is deepened on this advertising technique  with  the objective of   establishing an appropriate theoretical frame.