Advertainment is entertainment that promotes products or services, providing exclusive access to demographics and markets. Companies can create games, movies, short series, interactive websites, and other media for users. The placement of brands is subtle, and the content is usually free. Advertising requires careful craftsmanship, and companies may use well-known artists and creators.
Advertainment is entertainment content that promotes products, services or a brand image. As a form of marketing, it may provide exclusive access to certain demographics and markets. Users may engage with it without being aware that it is advertising material, and in other cases they find the entertainment worthy of publicity. In the process, they are exposed to various product and service examples and begin to build associations with a particular brand or company that can translate into future sales for the company.
Many media formats are suitable for advertising. Companies can create games, movies, short series, interactive websites and a variety of other media for users. The content is usually free to encourage users to start interacting with it. The placement of the brands is subtle as the company does not want to be distracted from the entertainment by intrusive material as this can alienate consumers.
A car company, for example, might make a short web series in which the characters act out a thriller or spy plot. Along the way, they might engage in some car chases in various company-made vehicles. Users will see different examples of the company’s products in high-performance situations and can begin to associate the company with the style and tone of the series. For a young demographic with an interest in action movies and projecting a cool or tough image, advertising would create positive brand associations, and those consumers might look to the company’s products for future car purchases.
Advertising creation requires careful craftsmanship. If the advertising is too obvious, it can be a turn off for viewers, who don’t want to feel like they’re watching an extended commercial. The company also needs to think about what type of images it wants to send with the campaign and various links. A company with a reputation for family-oriented products and services, for example, doesn’t want to launch a racy advertising campaign that might offend customers.
Advertising companies may offer advertising among their services, and they may also contract with other companies to serve their clients’ needs. Some companies may use well-known artists and creators in the process. They can hire famous actors or film crews known for a specific style if they want to make a web series to appeal to a specific audience. These campaigns can also use pop stars, famous designers, and other high-profile figures to attract viewers and keep their attention.
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