Branding and Advertainment: Examining the Role of Entertainment Media in Marketing Communication
July 2026, Vol. 4, No. 2, Issue
Author(s)
Dr. Sugandha Gumber (Amity University, Noida, India)
Abstract
The purpose of this paper is to present a theoretical basis for advertainment, including its multiple perspectives and its efficacy as a tool for marketing communication. Furthermore, it evaluates how effective advertainment is in stimulating brand recall and recognition. A study using self-administered questionnaires was conducted to accomplish the goal. The responses obtained from consumers were gathered using the non-probability convenience sampling method. The study reveals that the majority of consumers believe advertainment leave a lasting impression on their minds compared to traditional advertisements. According to findings, advertainment has emerged as a technique that influences the audience’s intention to buy a product by making it more credible and appealing to them. Additionally, it enhances brand recall value and makes it easier for a brand to establish itself in the market. Consumers develop a favorable mindset as a result, and their purchasing decisions are influenced.
Keywords
Advertising, Advertainment, Branded entertainment, Communication, Marketing
DOI :
Copyright & Licence
Authors publishing in JAARD retain copyright in their work and grant the journal the right of first publication. Published articles are made available under the Creative Commons licence specified by the journal. Current licence: Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0).
Dates
Published: 31st July 2026
Received: 4th May 2026
Accepted: 11th June 2026
Pages : 77-85
Citation
Gumber, S. (2026). Branding and advertainment: Examining the role of entertainment media in marketing communication. International Journal of Arts, Architecture & Design, 4(2), 77–85. https://doi.org/10.62030/2026Julypaper5
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