The world of communication is constantly evolving, as social changes modify the ways in which the mass uses information. The audiences and the targets are changing and it is increasingly important for brands to be convincing and close to their consumers. Advertising renews itself and with it the ways in which the public is posed, classic communication has less effect and advertising interruptions have lost some of their impact. The Branded Entertainment: a series of contents conceived and partly produced by the brand to entertain and give a moment of pleasure, it tries to make up for this lack through entertainment, entertainment and putting the customer at the center. The B.E. it is generally linked to large companies and consequently to large budgets, so much so that in Italy, where many high-quality SMEs can be found, at the moment it seems to be taken into consideration by only a few. I asked myself if B.E. could have been a valid tool to communicate these realities more effectively. To answer this question I analyzed: the origins and definition of B.E., the Italian market situation and fundamental case studies. To understand how the production chain works, I interviewed some of the top branded entertainment experts in Italy. From the research results I was able to extract the positive and negative values of the B.E system. Italian and I have defined guidelines for designing branded entertainment also for SMEs, effectively and based on the real needs and conditions of the brand. I defined 4 main phases in the structuring of the production and design chain, and I gathered all the analysis tools that allowed me to define ranges to contextualize and direct Italian companies with more security and awareness than the B.E.
Il mondo della comunicazione è in continua evoluzione, in quanto i cambiamenti sociali modificano le modalità con cui la massa fruisce delle informazioni. Cambiano le audience, i target, ed è sempre più importante per i brand essere convincenti e vicini ai propri consumatori. La pubblicità si rinnova e con essa i modi di porsi del pubblico, la comunicazione classica ha meno effetto e le interruzioni pubblicitarie hanno perso parte della loro incidenza. Il Branded Entertainment: una serie di contenuti ideati ed in parte prodotti dal brand per intrattenere e regalare un momento di piacere, cerca di sopperire a questa mancanza attraverso l’intrattenimento, lo svago e mettendo al centro il cliente. Il B.E. è generalmente legato a grandi aziende e di conseguenza a grandi budget, tanto che in Italia, dove si possono trovare moltissime PMI di alto livello qualitativo, al momento sembra essere preso in considerazione solo da pochi. Mi sono chiesto se sarebbe potuto essere proprio il B.E., uno strumento valido per comunicare anche queste realtà più efficacemente. Per rispondere a questa domanda ho analizzato: le origini e la definizione di B.E., la situazione italiana del mercato e i casi studio fondamentali. Per comprendere il funzionamento della filiera produttiva, ho intervistato alcuni tra i massimi esperti di branded entertainment in Italia. Dai risultati della ricerca ho avuto modo di estrarre i valori positivi e negativi del sistema B.E. italiano e ho definito delle linee guida per progettare il branded entertainment anche per le PMI, in maniera efficace e basata sulle reali esigenze e condizioni dei brand. Ho definito 4 fasi principali nella strutturazione della filiera produttiva e progettuale, ed ho riunito tutti gli strumenti di analisi che mi hanno permesso di definire dei range per contestualizzare e indirizzare le aziende italiane con più sicurezza e consapevolezza rispetto al B.E.
Branded entertainment. Un'opportunità per la piccola e media impresa italiana
RANGHETTI, LUCA
2017/2018
Abstract
The world of communication is constantly evolving, as social changes modify the ways in which the mass uses information. The audiences and the targets are changing and it is increasingly important for brands to be convincing and close to their consumers. Advertising renews itself and with it the ways in which the public is posed, classic communication has less effect and advertising interruptions have lost some of their impact. The Branded Entertainment: a series of contents conceived and partly produced by the brand to entertain and give a moment of pleasure, it tries to make up for this lack through entertainment, entertainment and putting the customer at the center. The B.E. it is generally linked to large companies and consequently to large budgets, so much so that in Italy, where many high-quality SMEs can be found, at the moment it seems to be taken into consideration by only a few. I asked myself if B.E. could have been a valid tool to communicate these realities more effectively. To answer this question I analyzed: the origins and definition of B.E., the Italian market situation and fundamental case studies. To understand how the production chain works, I interviewed some of the top branded entertainment experts in Italy. From the research results I was able to extract the positive and negative values of the B.E system. Italian and I have defined guidelines for designing branded entertainment also for SMEs, effectively and based on the real needs and conditions of the brand. I defined 4 main phases in the structuring of the production and design chain, and I gathered all the analysis tools that allowed me to define ranges to contextualize and direct Italian companies with more security and awareness than the B.E.| File | Dimensione | Formato | |
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Branded Entertainment, un’opportunità per la Piccola e Media Impresa italiana. Luca Ranghetti.pdf
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Descrizione: Branded Entertainment, un’opportunità per la Piccola e Media Impresa italiana. Luca Ranghetti
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https://hdl.handle.net/10589/147967