Branded Entertainment: Product Placement & Brand Strategy in the Entertainment Business"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". |
Contents
History of product placement in the cinema | 17 |
Films under a necessary advertising influence | 25 |
The useful association of cinema and advertising | 36 |
ADVANTAGES AND METHODS OF THE USE | 59 |
Professional recommendations for effective placements | 96 |
Respect for a legal framework and the desire for ethical | 125 |
JeanPatrick Flandé | 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 |
Other editions - View all
Branded Entertainment: Product Placement and Brand Strategy in the ... Jean-Marc Lehu Limited preview - 2007 |
Branded Entertainment: Product Placement and Brand Strategy in the ... Jean-Marc Lehu No preview available - 2008 |
Common terms and phrases
actor actress advergaming Advertising Age appear association Barry Sonnenfeld brand integration brand name brand placement branded entertainment Breck Eisner broadcasting Bulgari campaign cent channels character cinema Coca-Cola commercial communication consumers cost Die Another Day director Dukes of Hazzard effectiveness Electronic Arts episode example February film's release Ford Hollywood identified impact inserted James Bond Jean-Marc Lehu John Journal of Advertising Journal of Promotion kind permission King Kong launch logo Madison+Vine marketing marques mentioned Mercedes Michael million mini-films Ocean's Twelve offered onscreen Paris particular partners partnership placement contract placement in movies played players podcasting possible potential product and brand product or brand product placement programme Reproduced by kind Research role scene screen screenplay Sephora shows stars Steven Steven Spielberg story strategy target audience television series tie-in trailer United University videogame viewers Warner Bros watch York