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" Branded entertainment : "
Jean-Marc Lehu
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BL
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| Record Number
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704003
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| Doc. No
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b526192
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| Uniform Title
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Publicité est dans le film.English
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| Main Entry
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Lehu, Jean-Marc
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| Title & Author
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Branded entertainment : : product placement brand strategy in the entertainment business /\ Jean-Marc Lehu
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| Publication Statement
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London ;Philadelphia :: Kogan Page,, 2007
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| Page. NO
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ix, 266 p. :: ill. ;; 24 cm
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| ISBN
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0749449403
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: 9780749449407
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| Bibliographies/Indexes
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Includes bibliographical references and index
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| Contents
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Origins of and reasons for product placement. History of product placement in the cinema ; Films under a necessary advertising influence ; The useful association of cinema and advertising -- Advantages and methods of the use of product placements. Product placement : a competitive means of communication ; Professional recommendations for effective placements ; Respect for a legal framework and the desire for ethical practice ; The expert opinion : Jean-Patrick Flandé -- Branded entertainment in all its forms. Using all available vectors ; Controlling further opportunities -- Brand integration. Stage direction of brands in the twenty-first century ; Towards a new strategic brand management
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| Abstract
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"Branded entertainment explains how product placement, a long-time phenomenon in films, has gone beyond this to now embrace all media. Citing examples from film, music videos, and computer games, the author explains the history and development of product placement, advantages of this form of brand advertising, and methods employed by different brands. Most importantly, Branded entertainment discusses the future possibilities for using this form of promotion to recreate an emotional connection with customers and to spread the message across multimedia channels." --From publisher's description
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| Subject
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Branding (Marketing)
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| Subject
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Product management
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Product placement in mass media
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