Branded entertainment : product placement & brand strategy in the entertainment business /
Lehu, Jean-Marc.
Branded entertainment : product placement & brand strategy in the entertainment business / Jean-Marc Lehu. - London ; Philadelphia : Kogan Page, 2007. - ix, 266 p. : ill. ; 24 cm.
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 Fland�e -- 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.
978074945156
Product placement in mass media.
Product management.
Branding (Marketing)
658.827 / LEH
658.827 / LEH [ Shelf 69 ]
Branded entertainment : product placement & brand strategy in the entertainment business / Jean-Marc Lehu. - London ; Philadelphia : Kogan Page, 2007. - ix, 266 p. : ill. ; 24 cm.
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 Fland�e -- 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.
978074945156
Product placement in mass media.
Product management.
Branding (Marketing)
658.827 / LEH
658.827 / LEH [ Shelf 69 ]