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

Front Cover
Kogan Page Publishers, 2007 - Business & Economics - 266 pages

"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".

 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

History of product placement in the cinema
23
of the brand 41 The reality of a brandconsumerist world
47
ADVANTAGES AND METHODS OF THE USE
84
Professional recommendations for effective placements
96
Ensuring a positive presence onscreen 100 Points to consider
122
Respect for a legal framework and the desire for ethical
135
JeanPatrick Flandé
149
Using all available vectors
159
Controlling further opportunities
193
From credits to trailer 193 Press relations transformed into
201
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
Copyright

Other editions - View all

Common terms and phrases

About the author (2007)

Jean-Marc Lehu is Associate Marketing Professor at Pantheon Sorbonne University in Paris, France. He is also a consultant in marketing and communications and conducts research on customer loyalty and brand management. He is the author of "Brand Rejuvenation" (2006, Kogan Page).

Bibliographic information