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

Author: Jean-Marc Lehu
Publisher: London ; Philadelphia : Kogan Page, 2007.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Lehu, Jean-Marc.
Branded entertainment.
London ; Philadelphia : Kogan Page, 2007
(DLC) 2007003323
(OCoLC)80460937
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Jean-Marc Lehu
ISBN: 9780749451431 0749451432 1280869615 9781280869617
OCLC Number: 156857675
Description: 1 online resource (ix, 266 pages) : illustrations
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 Flandé --
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.
Responsibility: Jean-Marc Lehu.
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Abstract:

Investigates product placement in the media including films, TV, books, theatre, music and videogames. Examines a new strategic brand management that uses branded entertainment to appeal to a  Read more...

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"lehu explores the long history of product placement, and discusses its potential in the future." publishing news "... practical advice and insights into the advantages of this form of brand Read more...

 
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