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)

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).

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