Hyunsun Yoon

Branded Entertainment in Korea

• Broschiertes Buch

Produktbeschreibung

Branded Entertainment in Korea examines the varied texts and wider context of branded entertainment and related advertising and marketing communications practices in Korea.

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Produktdetails

• Verlag: Routledge
• Seitenzahl: 86
• Erscheinungstermin: 27. Mai 2024
• Englisch
• Abmessung: 216mm x 140mm x 5mm
• Gewicht: 121g
• ISBN-13: 9780367633639
• ISBN-10: 0367633639
• Artikelnr.: 70363409

Autorenporträt

Hyunsun Yoon is Senior Lecturer in Advertising and Marketing Communications in the Faculty of Business at the University of Greenwich, UK. She has researched and published on the subjects of advertising, communications, ageing consumers and the Korean wave. Recent projects include digital vulnerability and empowerment among older consumers.

Inhaltsangabe

Acknowledgments
Introduction
Chapter 1. Media and advertising in Korea
Chapter 2. Branded entertainment: Literature review
Chapter 3. Branded entertainment in practice
Chapter 4. Issues, challenges and prospects