Hybrid Messages in postmodern marketing: a taxonomical proposal
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Abstract
paid attempt of influencing an audience with a commercial goal, by using communications
with non-commercial appearance. During the last two decades, hybrid messages
have grown in both importance and presence. Some types of hybrid messages,
as sponsorship or product placement, have been widely studied, which is not the
case of more novel manifestations, as could be branded content, content marketing
or branded entertainment. There is no a common agreement on the nature, reach,
definition and classification of those new ways of communication. A comprehensive
review of published works on the subject has been carried for this paper, from
which a clarification of all three concepts has been made, as well as a proposal of
classification, whose main differentiating factor is the intention in content creation.
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