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Do We Exactly Know Entertainment? Demystifying the Lines of Entertainment Marketing

  • Conference paper
Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era

Abstract

Much of the work in the past has been done pertaining to entertainment marketing – where researchers have included it under the category of product placement or branded entertainment or sponsorship. But this article makes an effort to clearly draw lines of distinction between entertainment marketing with traditional marketing. The paper puts forward the concept where entertainment marketing has been be viewed from two perspectives – one as a category of product and the other as an enjoyable activity. Based on an understanding of its nature, a conceptual framework of entertainment marketing is also presented in the paper. The framework has been designed based on three important drivers of entertainment marketing – the consumer, the industry and the factors responsible for pursuit of entertainment marketing.

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Author information

Authors and Affiliations

  1. Indian Institute of Technology (IIT Madras), Chennai, India

    Varisha Rehman

Authors
  1. Varisha Rehman
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Correspondence to Varisha Rehman .

Editor information

Editors and Affiliations

  1. Department of Marketing, Temple University, Philadelphia, Pennsylvania, USA

    Michael W. Obal

  2. Department of Marketing and Analysis, Louisiana Tech University, Ruston, Louisiana, USA

    Nina Krey

  3. Department of Marketing and Analysis, Louisiana Tech University, Ruston, Louisiana, USA

    Christian Bushardt

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© 2016 Academy of Marketing Science

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Rehman, V. (2016). Do We Exactly Know Entertainment? Demystifying the Lines of Entertainment Marketing. In: Obal, M., Krey, N., Bushardt, C. (eds) Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11815-4_97

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