Brand Contents: A Taxonomic Proposal = Los contenidos de marca: una propuesta taxonómica = Os conteúdos de marca: uma proposta taxonômica Articles uri icon

publication date

  • November 2018

issue

  • 47

international standard serial number (ISSN)

  • 1575-9628

abstract

  • The article discusses the wide variety of existing concepts to refer to the so-called brand contents, such as advertainment, branded content o branded entertainment, among others. From the literature review, a taxonomic proposal is done, including in the classification other terms that also refer to contents, especially spread on digital platforms, for example inbound marketing, native advertising o advergaming. The variables that are selected for the classification are the type of media where actions use to be present (digital or not) and the persuasive communication objectives at the service of which the actions are designed (advertising or corporate). The results show the relationship of interdependence existing between the concepts used to talk about brand contents, being the most commonly used concepts branded content and advertainment.

keywords

  • marketing; communication; advertising; branded content; advertainment; integrated advertising; social networks; marketing; comunicación; publicidad; branded content; advertainment; publicidad integrada; redes sociales; marketing; comunicação; publicidade; branded content; advertainment; publicidade integrada; redes sociais