Advertising of sensations

Authors

Abstract

The advertising sector is a constantly evolving medium. Advertisers must always adapt their messages and concepts to the day to day of consumers. Make advertising present in their lives so that they recognize it in an integrated way and, also in recent years, entertaining. This kind of advertising is based on branded content strategies where the protagonism lies in the interaction between the consumer and the brand. All this marketing proposal is assembled and analyzed in the book reviewed, providing an innovative and future vision of the advertising medium.

Keywords

Advertising, marketing, branded content, advertainment, creativity

References

Martí Parreño, J. (2010), Funny Marketing: Consumidores, entretenimiento y comunicaciones de marketing en la era del branded content. Editorial Wolters Kluwer España. Valencia. Páginas: 199.

Author Biography

Víctor Álvarez Rodríguez, Universidad de Cádiz

Doctorando en el Programa de Doctorado Interuniversitario en Comunicación conjunto de las Universidades de Sevilla, Málaga, Cádiz y Huelva. Máster Universitario en Guión, Narrativa y Creatividad Audiovisual de la Universidad de Sevilla. Licenciado en Publicidad y RRPP por la Universidad de Cádiz. Diplomado en Turismo por la Universidad de Cádiz. Línea de investigación: análisis de la publicidad.

DOI

https://doi.org/10.5565/rev/qp.330

Published

2019-07-15

How to Cite

Álvarez Rodríguez, V. (2019). Advertising of sensations. Questiones Publicitarias, 2(24), 99–101. https://doi.org/10.5565/rev/qp.330

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