Branded Entertainment: Product Placement & Brand Strategy in the Entertainment Business

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Kogan Page Publishers, 2007 - Business & Economics - 266 pages
2 Reviews

"Product placement has evolved from a novel marketing tactic to a key marketing strategy on a global scale."

Patrick Quinn, PQ Media

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, to music video, to computer games, the author explains the: history and development of product placement; advantages of this form of brand advertising; 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 exploiting the opportunities afforded by advances in technology to spread the message across multimedia channels.

"Lehu explores the long history of product placement , and discusses its potential in the future".

 

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Contents

Introduction
11
History of product placement in the cinema
17
Films under a necessary advertising influence
25
The useful association of cinema and advertising 36
53
ADVANTAGES AND METHODS OF THE USE
59
Professional recommendations for effective placements
96
Respect for a legal framework and the desire for ethical
135
JeanPatrick Flande
149
Using all available vectors
159
Controlling further opportunities
193
Stage direction of brands in the twentyfirst century
209
Towards a new strategic brand management
224
promotional campaign accompanying the release of the film
248
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About the author (2007)

PART I: ORIGINS OF AND REASONS FOR PRODUCT PLACEMENT



1 History of product placement in the cinema

Cinema's first steps; Sponsored shows

2 Films under a necessary advertising influence

The congested communications environment; Fragmentation and dispersal of the audience; DVR and TiVo, the enemies of advertising; The corollary: growth in investment

3 The useful association of cinema and advertising

A significant source of finance; The natural evocative power of the brand; The reality of a brand-consumerist world; The credibility of a particular environment; The creation of internal commercial synergies

PART II: ADVANTAGES AND METHODS OF THE USE OF PRODUCT PLACEMENT

4 Product placement: a competitive means of communication

A technique accepted by the audience; A potentially powerful vector of positive image; A highly variable price, a relatively low cost; Factors that can influence the cost of a placement; A possible influence on purchasing behaviour; Amplifying the effect and tracking the impact of online placement; Tie-in possibilities; Measuring the effectiveness of a placement

5 Professional recommendations for effective placements

Defining the objective and the attraction of the placement; Ensuring a positive presence onscreen; Points to consider in establishing a placement contract; Maximizing the prominence and visibility of the placement; Obtaining a central location onscreen; Negotiating and controlling integration into the story; Signing a detailed partnership contract as far in advance as possible

6 Respect for a legal framework and the desire for ethical practice

The possibility of 'legally' getting around the law; Placement of causes; Adapting the creation to better serve the product; The argument from showbusiness professionals; The limits of intolerable over-exposure; Parasitic communication and undesired placements

7 The expert opinion: Jean-Patrick Flandé

PART III: BRANDED ENTERTAINMENT IN ALL ITS FORMS



8 Using all available vectors

Series and television programmes; Novels and plays; Song lyrics; Branded videogames

9 Controlling further opportunities

From credits to trailer; Press relations transformed into intelligent lobbying; Original advertising placements; Placement after the event

PART IV: BRAND INTEGRATION

10 Stage direction of brands in the twenty-first century

The bias of 'rejecting' advertising; Mini-films dedicated to the brand; Opportunities for digital mobility; Adapting continually to a constantly changing environment

11 Towards a new strategic brand management

Accompanying the potential consumer; Prioritizing a multi-channel, multi-opportunity communication; Integrating the limits of globalization; Designing targeted placements; Recreating an emotional link with the consumer

12 Conclusion

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