Branded entertainment : product placement & brand strategy in the entertainment business

• Main Author: Lehu, Jean-Marc (Author)
• Format: Book
• Language: English
• Published: London ; Philadelphia : Kogan Page, 2007
• Subjects: marketingová komunikace; reklama a propagace; masmédia; film; zábavní průmysl; obchodní značky; zábava; reklamní média; communication in marketing; advertising; branded entertainment; mass media; show business; brand name products; entertainment; advertising media
• ISBN: 0749449403; 978-0-7494-4940-7
• Physical Description: ix, 266 s. : il. ; 24 cm

Table of Contents:

• 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 Flande
• 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