What Advertisers are Really Doing and Thinking about Branded Entertainment
Marisol RochaMember Services, ANA
Product placement has significantly evolved since the world's favorite extraterrestrial was introduced to Reese's Pieces back in 1982. With several new names, including a coined industry term for books and magazines devoted to the topic, and a lot of industry hype, branded entertainment seems to be on the tip of everybody's tongue. As such, the ANA conducted an exclusive survey on advertisers' use of this newly made-over brand communication tool2. The survey results demonstrate the extent to which advertisers are really leveraging this...