BUSINESS
03/28/2008 02:45 am ET Updated May 25, 2011

Ad Industry Increasingly Relying On 'Branded Entertainment' To Market Products

Advertising is often like a game of cat and mouse. Consumers try as hard as they can to run away from sales pitches and commercial jingles, so marketers continually seek new ways to hunt them down.

One of the more popular tricks -- oops, I meant to say tactics -- advertisers are using today is branded entertainment, which ranges from plopping a Pepsi can into a scene to writing entire television scripts based around Oreo cookies. They like this approach so much that they're increasing the money they spend on so-called product integrations at double-digit rates, making it one of the faster growth areas for an otherwise stalled television industry.

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