@article{ART002554838},
author={Kristen Ko-Eun Nam},
title={A case study on the Branded Content in Advertising},
journal={Journal of Communication Design},
issn={1976-1562},
year={2020},
volume={70},
pages={39-50},
doi={10.25111/jcd.2020.70.03}
TY - JOUR
AU - Kristen Ko-Eun Nam
TI - A case study on the Branded Content in Advertising
JO - Journal of Communication Design
PY - 2020
VL - 70
IS - null
PB - CDAK Society of Communication Design
SP - 39
EP - 50
SN - 1976-1562
AB - Branded content is an area of advertising and many companies have recently tried to use this method to communicate with consumers. Branded content basically conveys indirect stories about products and services, but unlike advertising, branded content has the distinction of recreating the content around the 'value' that brands want to convey to consumers. This study attempts to analyze the latest trends and characteristics of branded contents. We discussed the background, reviewed the conceptual definitions and characteristics first and then collected 88 Clio Award winners and candidates in the last three years. Traditional and new media were used as a framework for analysis. In conclusion, creative direction and characteristics in the advertising area including branded contents were discussed.
KW - Branded Content;ATL;BTL;Advertising
DO - 10.25111/jcd.2020.70.03
ER -
Kristen Ko-Eun Nam. (2020). A case study on the Branded Content in Advertising. Journal of Communication Design, 70, 39-50.
Kristen Ko-Eun Nam. 2020, "A case study on the Branded Content in Advertising", Journal of Communication Design, vol.70, pp.39-50. Available from: doi:10.25111/jcd.2020.70.03
Kristen Ko-Eun Nam "A case study on the Branded Content in Advertising" Journal of Communication Design 70 pp.39-50 (2020) : 39.
Kristen Ko-Eun Nam. A case study on the Branded Content in Advertising. 2020; 70 39-50. Available from: doi:10.25111/jcd.2020.70.03
Kristen Ko-Eun Nam. "A case study on the Branded Content in Advertising" Journal of Communication Design 70(2020) : 39-50.doi: 10.25111/jcd.2020.70.03
Kristen Ko-Eun Nam. A case study on the Branded Content in Advertising. Journal of Communication Design, 70, 39-50. doi: 10.25111/jcd.2020.70.03
Kristen Ko-Eun Nam. A case study on the Branded Content in Advertising. Journal of Communication Design. 2020; 70 39-50. doi: 10.25111/jcd.2020.70.03
Kristen Ko-Eun Nam. A case study on the Branded Content in Advertising. 2020; 70 39-50. Available from: doi:10.25111/jcd.2020.70.03
Kristen Ko-Eun Nam. "A case study on the Branded Content in Advertising" Journal of Communication Design 70(2020) : 39-50.doi: 10.25111/jcd.2020.70.03
