Overview

Advertainment is a relatively new advertising strategy that has become popular as brands look for more effective ways to promote their products and services amid rising advertising clutter, increasing costs, and declining effectiveness of traditional advertising messages. Fifteen years ago, avoiding commercials was difficult, but with advancements in technology, skipping ads has become much easier. As a result, advertisers have shifted their focus toward integrating brands into consumers' daily lives in ways that feel relatable and engaging. To fully understand the concept of advertainment, it is essential to trace its evolution from the early days of advertising. Advertising is a form of mass communication used to convey messages or information to the public. Philip Kotler defines advertising as ""any paid form of non-personal presentation and promotion of ideas, goods, and services by an identified sponsor."" According to W. J. Stanton, ""Advertising consists of all the activities involved in presenting to a group a non-personal, oral or visual, openly sponsored message regarding a product, service, or idea. This message, called an advertisement, is disseminated through one or more media and is paid for by an identified sponsor."" Similarly, Arens and Bovee describe advertising as ""the non-personal communication of information, usually paid for and usually persuasive in nature, about products (goods and services) or ideas by identified sponsors through various media."" These definitions highlight the essential characteristics of advertising: it is non-personal, paid for, and clearly associated with a sponsor. It is considered non-personal because it does not address individuals directly; rather, it is a form of mass communication designed to reach a large audience efficiently.

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