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

By: Material type: TextPublication details: London ; Philadelphia : Kogan Page, 2007.Description: ix, 266 p. : ill. ; 24 cmISBN:
  • 978074945156
Subject(s): DDC classification:
  • 658.827 LEH [ Shelf 69 ]
LOC classification:
  • 658.827 LEH
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 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.
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Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Reference Indian Institute Of Management, Shillong 658.827 LEH [ Shelf 69 ] (Browse shelf(Opens below)) 0 Not for loan 0007656
Book Indian Institute Of Management, Shillong 658.827 LEH [ Shelf 69 ] (Browse shelf(Opens below)) 1 Available 0007657

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.

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