Branded entertainment : product placement & brand strategy in the entertainment business / Jean-Marc Lehu.

Format:

Book

Author/Creator:

Lehu, Jean-Marc.

Language:

English

Subjects (All):

Product placement in mass media.

Product management.

Physical Description:

ix, 266 pages : illustrations ; 24 cm

Place of Publication:

London ; Philadelphia : Kogan Page, 2007.

Summary:

Branded Entertainment explains how product placement, a long-time phenomenon in films, now embraces all forms of media. With new technology enabling audiences to bypass adverts, and consumers switching to commercial-free media such as MP3 players and internet video, the opportunities for brand and product placements have become increasingly varied. The result of this is that product placement spending is set to triple by 2010 to $7.5 billion.

Essential reading for brand managers, marketing professionals and students of marketing, this book provides practical advice and insights into the: history and development of product placement; advantages of this form of brand advertising; methods employed by different brands to reach the target audience; future of strategic brand and product management. Featuring examples from films, music videos, computer games and novels, Branded Entertainment shows readers how product placement has evolved from a simple marketing tactic to become a key marketing strategy of global dimensions.

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.

Notes:

Includes bibliographical references and index.

ISBN:

0749449403

9780749449407

OCLC:

80460937