The Effectiveness of Advertainment versus Branded Entertainment

This essay provides a comparative analysis of advertainment and branded entertainment as marketing strategies, highlighting their distinct approaches and effectiveness. Advertainment focuses on integrating advertising directly into entertainment content, often through product placement or celebrity endorsements, as seen with Turkish Airlines' involvement in the movie 'Batman vs. Superman.' Branded entertainment, on the other hand, aims to create enjoyable experiences that align with the brand, such as movies or video games tied to toys and comics. The essay discusses how product placement in movies and TV shows can influence consumer behavior by leveraging actors as role models and building trust through association. Social media's role in amplifying brand image and the importance of appealing advertisements are also examined. Ultimately, the essay underscores the significance of strategic marketing decisions in enhancing brand popularity and attracting target audiences, particularly the youth, by creating a sense of safety and comfort associated with the brand.

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Advertainment and Branded Entertainment

Running head: Advertainment versus branded entertainment 1
Advertainment versus Branded entertainment
Both are a great way of marketing any new product for the reach of targeted consumers.
Advertainment uses different techniques to advertise the product in the market by highlight the
product and the benefits of that by a well-known personality like; celebrity or famous cricketer
on an advertisement or daily soaps. In movie batsman versus Superman, the Turkish airline has
been endorsed. This is also known as product placement. On another side, the brand
entertainment involves the whole concept that brings the enjoyable experience that the product
brings, like for the sale of toys and comics the marketing medium can movies, cartoon shows,
video games (Kretchmer, 2008).
Brand placement is a great tool to advertise and promote new products in the market by
endorsing a celebrity or showing a small part in a movie or T.V shows. The Aviation industry is
broadly based on manufacturing the overall air-craft this also includes air balloons. In the movie
batsman versus Superman: Dawn of justice the Turkish airlines have been endorsed in the film it
is a massive part of a film. The product placement is best used in this movie which targets most
of the audiences and many of the new passengers came to know about Turkish airlines through
this movie. This movie represents the person who can fly by herself alone anywhere she pleases
to travel through the air where the Turkish airlines are been chosen by her in film batsman versus
Superman. The manufacturer chooses the best marketing tool in movie to represent or to
introduce their airline to attract the audience and increases the demand. This will make the
customers get influenced by this airline and will shift towards the Turkish airlines. When any
product is endorsed in a movie, ads or any television show this will attract the consumers to
make a step to buy that product as they consider the actors as their role models and get influence
easily to purchase the same product. The Turkish airlines select the best option to promote their
product as this target the youth who lives and travel independently with safety this will build up
trust for the airline ( KULP, 2016).
Today the social media has the great power to highlight the brand image of any product
which makes people get knowledge about new and the existing product in the market. The best
tool that a reputed company uses is that they endorse celebrity, T.V shows; movie which attracts
the customers to buy products that have been used in movie or by actors in the movie. When the

Running head: Advertainment versus branded entertainment 2
company made thought about endorsing their airline in a movie it’s a great medium to present
the product which makes the product known to those who didn’t want to shift from one airline to
another. The company made an advertisement that could appeal to the people and influences
them to travel with Turkish Airlines ( Deighton, 2018).
The manufacturer made a very good decision to represents the airline in a movie that
fascinates many people to travel in Turkish airlines. The product placement made me so excited
to book my ticket for the same airline as the movie represents that how the actress in movie
chooses the Turkish airline to travel by herself this makes me feel safe while traveling by
Turkish airlines The way to represent the Turkish airlines made me super excited to travel by this
airline and experience the safety and comfort that is been shown in the movie. The best
marketing tool has been used by the company to make the brand popular and this mostly targets
the youth towards Turkish airline ( KACHROO-LEVINE , 2019).

Running head: Advertainment versus branded entertainment 3
Bibliography
Deighton, K. (2018, august 10). Why do airlines invest so much in creative inflight safety videos?
Retrieved june 18, 2019, from The Drum: https://www.thedrum.com/news/2018/08/10/why-
do-airlines-invest-so-much-creative-inflight-safety-videos
KACHROO-LEVINE , M. (2019, feburary 25). What You Should Know Before Booking a Turkish Airlines
Flight, According to Customer Reviews. Retrieved june 19, 2019, from Travel+leisure:
https://www.travelandleisure.com/airlines-airports/turkish-airlines-reviews
KULP, P. (2016, feburary 28). 'Batman vs. Superman' is partnering with Turkish Airlines, to everyone's
surprise. Retrieved june 18, 2019, from Mashable India:
https://mashable.com/2016/02/28/batman-vs-superman-has-teamed-up-with-turkish-airline
Kretchmer, S. B. (2008). The Evolution of Product Placement as a Mass Media Marketing Strategy.
Journal of Promotion Management, 10(1-2), 37-54.doi 10.1300/J057v10n01_04